preprint · AMA Winter Academic Conference (2026, non-peer-reviewed)
Imperfectly Perfect: Human-Likeness, AI Disclosure, and Consumer Engagement with Virtual Influencers
Ekaterina Ivanova, Juha Munnukka, Valeria Penttinen, Devdeep Maity, Vilma Luoma-aho
In plain English
A pre-study finding that highly realistic virtual influencers can cause uncanny-valley discomfort and lower engagement because they look too perfect, while stylized or imperfect designs draw steadier responses. Non-peer-reviewed conference paper.
virtual influencers
uncanny valley
commerce
engagement
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