AI-powered virtual human marketing

The AI-Generated Virtual Humans research theme focuses on examining consumer attitudes and engagements with virtual entities. It particularly emphasizes the exploration of how consumers react to various manifestations and behaviors of AI-generated virtual humans in different contexts, such as influencers and sales assistants. The primary goal of this research is to produce practical insights that can be strategically employed in the promotion and marketing of fashion products and services.

Xue, H., Wang, J., Chong, S., Choi, W., Ki, C.*, & Wong, C. W. (2026). Fun by design: Visual form, realism, and the hedonic appeal of AI-powered virtual assistants. International Journal of Information Management, 86, Article 102984. https://doi.org/10.1016/j.ijinfomgt.2025.102984

Kim, I., Ki, C.*, Lee, H., & Kim, Y. (2024). Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance. Journal of Business Research, 176, Article 114611. https://doi.org/10.1016/j.jbusres.2024.114611

Ki, C.*, Cho, E., & Lee, J. (2020). Can an intelligent personal assistant (IPA) be your friend? Para-friendship development mechanism between IPAs and their users. Computers in Human Behavior, 111. https://doi.org/10.1016/j.chb.2020.106412