The emergence of AI-powered virtual presenters on social media has sparked a common debate when it comes to AI: Can they replace humans? Or, in this particular case, will influencers be replaced by avatars in the lucrative world of live streaming?
The Paradox of Emotionless Efficiency
Virtual presenters offer undeniable operational advantages, such as 24-hour availability, reduced costs and easy adaptation to multiple markets. However, as pointed out in a report by the OECD (2023) on AI’s impact on e-commerce, the lack of genuine emotions limits its ability to generate trust in purchase decisions.
A clear example is the fashion industry. According to Statista (2024), 68% of consumers prefer to see a human trying on clothes – with their real imperfections and opinions – rather than a perfect but predictable avatar. This preference is accentuated in products where the sensory experience is key, such as food or luxury goods, as highlighted by a McKinsey analysis (2023) on consumer trends in Asia.
As mentioned in the article “AI Perceptions Across Countries”, AI acceptance varies according to cultural context, which also applies to live streaming. In Japan, for example, avatars are well received for technology products, but have lower penetration in sectors where human interaction is essential, as the Rakuten Insight report (2024) points out.
Emotions, Trust and Consumer Values
A recent study by Liu, Ma and Zhang (2025) addresses this question from the perspective of emotional theory (how interest, joy or relaxation increase purchase intention and trust while a perceived lack of authenticity generates irritability and other negative feelings) and analyses how emotions influence trust and purchase intentions when consumers interact with human presenters versus AI-generated avatars. The study was structured in two parts, a survey analysing reactions to influencer videos with positive and negative behaviours, and a second step in which it was revealed that the avatars were AI generated.
| Study 1 | Study 2 | |
| Participants | 663 Chinese consumers (aged 20-40). | 220 participants (Study 1 subgroup). |
| Measured factors | Emotions (PANAS scale), confidence, involvement, purchase intention | Post-disclosure emotional change, trust and purchase intent. |
Although avatars are efficient and scalable, the results showed that a person generates a much stronger emotional connection through spontaneity and empathy and has a higher perceived credibility, which translates into trust from their audience. This is consistent with Statista’s (2024) findings on fashion preferences mentioned above and reflects a broader reality: technology advances, but human connection remains irreplaceable in persuasive marketing.
Collaboration as Solution
This study suggests a model that appears to be the optimal solution, a strategic integration that allows influencers to focus on emotional connection and gain trust with their authenticity and empathy while AI comes together to improve operational efficiency by managing real-time data, such as pricing or availability. This synergy leverages the scalability of artificial intelligence without sacrificing human connection. In other words, the key is to leverage the strengths of each format without losing sight of the fact that, at the heart of every purchase decision, there are emotions that only another human being can understand.
References
OECD. (2023). The impact of AI on e-commerce: Efficiency vs. emotional connection. https://www.oecd.org/digital/ai-ecommerce-report-2023
Statista. (2024). Consumer preferences in live shopping: Human vs. AI presenters. https://www.statista.com/live-shopping-trends-2024
Liu, Q., Ma, N., & Zhang, X. (2025). Can AI-virtual anchors replace human internet celebrities for live streaming sales of products? An emotion theory perspective. Journal of Interactive Marketing, 58, 1-15.
McKinsey & Company. (2023). The future of live commerce in Asia. https://www.mckinsey.com/asia-live-commerce-2023
Rakuten Insight. (2024). AI adoption in Japanese e-commerce: Cultural barriers and opportunities. https://insight.rakuten.com/japan-ai-ecommerce-2024
