*Dasrun Hidayat, Nabila Damayani Marzaman, Maylanny Christin

Abstract:

The use of artificial intelligence (AI) influencers as models in brand campaigns in recent years, particularly in beauty brands, has sparked scepticism and distrust among the public. This study aims to explore the impact of AI influencer usage on message reception within beauty brand campaigns on Instagram according to the audience reception theory. Using a quantitative approach with random sampling techniques, the research covers the entire active Instagram user population in Indonesia, with 100 respondents. The analysis reveals a decline in message reception when AI influencers are employed in beauty brand campaigns on Instagram. Factors contributing to this decline include a lack of trust, limited social presence, and absence of humanistic elements in content. Additionally, aspects like visual realism and hyperreality content create a disparity between the portrayed image and reality.

Keywords: ArtificiaI intelligence, influencer, brand campaign, message reception, Instagram