aceModerate evidence
More
In a 521-person experiment, South Koreans found human ad endorsers more authentic than AI
Study title: Authenticity, Trust, and AI Skepticism in Green Advertising: How AI and Human Endorsers Influence Purchase Intention in E-Commerce
- Evidence type
- Randomized controlled trial
- Sample
- n = 521
- Sources
- 1 sourcePeer-reviewed
- Published
- 2 min read
- Truvace record
- TRV-2026-2654cite or check it
Study title: Authenticity, Trust, and AI Skepticism in Green Advertising: How AI and Human Endorsers Influence Purchase Intention in E-Commerce
A between-subjects experiment with 521 South Korean adults tested how AI and human endorsers shape purchase intention in green e-commerce advertising. Participants were randomly assigned to view a green ad featuring either a human or an AI endorser. Endorser type had no direct effect on purchase intention.
Read the study abstract
Despite the growing use of artificial intelligence (AI) endorsers in advertising, evidence of their effectiveness remains mixed. This study examines how AI and human endorsers influence purchase intention in green e-commerce advertising through the parallel and sequential roles of perceived authenticity and perceived trust. It also investigates whether AI skepticism moderates the relationship between endorser type and perceived authenticity. In a between-subjects experiment, 521 South Korean adults were randomly…
The problem
In a randomized experiment with 521 South Korean adults, a human endorser in a green ad held an authenticity advantage over an AI endorser, and authenticity was the first step in the path to trust and purchase intention.
In brief
The effect ran through perceived authenticity. Authenticity mediated the effect on its own and also started a sequential path through trust. Trust never worked as an independent mediator; it mattered only after authenticity judgments were formed.
AI skepticism changed the picture. The human endorser's authenticity advantage narrowed as participants' skepticism toward AI rose, and the sequential indirect effect weakened at higher skepticism levels.
Main points
- The experiment randomly assigned 521 South Korean adults to see a green advertisement with either a human or an AI endorser.
- Endorser type did not directly change purchase intention.
- Perceived authenticity carried the effect of endorser type, both alone and as the first step in a path through trust.
- Trust did not mediate the effect independently; it worked only downstream of authenticity.
- The human endorser's authenticity advantage narrowed as AI skepticism increased, and the sequential indirect effect weakened at higher skepticism.
The full story
Researchers framed the work around mixed evidence on whether AI endorsers work in advertising. They tested how AI versus human endorsers affect purchase intention in green e-commerce ads, using perceived authenticity and perceived trust as parallel and sequential mediators.
The design was a randomized between-subjects experiment with 521 South Korean adults. Endorser type had no direct effect on purchase intention, so any influence depended on how viewers judged the endorser's authenticity and then their trust.
The authors say the findings treat endorser type as a source cue whose influence begins with authenticity judgments. For practitioners they point to substantiating environmental claims and testing AI and human endorsement strategies across relevant audience segments.
Sources
1 on file- Journal of Theoretical and Applied Electronic Commerce Researchdoi:10.3390/jtaer21090295
Talk it over
Who carries this cost, and what would have to change to prevent it?
In a 521-person experiment, South Koreans found human ad endorsers more authentic than AIhttps://truvace.com/item/authenticity-trust-and-ai-skepticism-in-green-advertising-how-ai-and-human-endor
Who carries this cost, and what would have to change to prevent it?
The problem In a randomized experiment with 521 South Korean adults, a human endorser in a green ad held an authenticity advantage over an AI endorser, and authenticity was the first step in the path to trust and purchase intention.
Answer in the threadHow do we know? What can this kind of evidence show, and what can’t it?
The evidence This rests on a randomized controlled trial with a sample of 521, from Journal of Theoretical and Applied Electronic Commerce Research.
Answer in the threadWhat does it leave open? What else would you want to know before acting on it?
Answer in the threadHave you seen AI used this way where you study, work or live? Did it go the same way?
Answer in the thread
The questions are the same on every record. The details under them are taken from this record as written.
What readers say