Short answer

Designers and marketers should proceed with extreme caution when considering AI-generated deceased celebrity endorsements, prioritizing authenticity and emotional resonance over novelty to mitigate risks of perceived deception.

Field: Innovation & Markets
Source: Journal of Consumer Behaviour (2025)
Method: Empirical testing of a theoretical model using structural equation modeling.
Sample: Representative sample of US consumers (specific numbers not provided in abstract)
Evidence: Strong effect

The use of AI to digitally resurrect deceased celebrities for endorsements triggers a spectrum of emotional and cognitive reactions in consumers, influencing their perceptions of deception and brand attitudes. This innovation & markets research insight is drawn from a 2025 study published in Journal of Consumer Behaviour. Using Empirical testing of a theoretical model using structural equation modeling. with Representative sample of US consumers (specific numbers not provided in abstract), researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should proceed with extreme caution when considering AI-generated deceased celebrity endorsements, prioritizing authenticity and emotional resonance over novelty to mitigate risks of perceived deception.

Study

Innovation & MarketsNew This WeekStrong effect

AI-Generated Deceased Celebrity Endorsements Elicit Complex Emotional and Cognitive Responses

Journal of Consumer Behaviour · 2025

Key Findings

01Perceived incongruity in AI-generated deceased celebrity endorsements triggers physiological arousal.
02Physiological arousal shapes both positive and negative emotional responses.
03Positive emotions decrease perceived deception, while negative emotions increase it.
04Perceived deception negatively impacts brand attitude and purchase intent.
05Celebrity attachment and brand heritage can moderate these effects.

Application

Design takeaway

How to apply

Before launching an AI-generated deceased celebrity campaign, conduct thorough consumer research to gauge potential emotional and cognitive reactions and test for perceived deception.

Project actions

01When researching AI in advertising, consider the ethical implications alongside consumer reactions.
02Explore how different emotional responses can influence a user's perception of authenticity.

Method & Evidence

AimHow do consumers emotionally and cognitively respond to AI-generated advertisements featuring deceased celebrities, and how do these responses impact their attitudes and purchase intentions towards the advertised brand?

MethodEmpirical testing of a theoretical model using structural equation modeling.

ProcedureTwo studies were conducted with a representative sample of US consumers. Participants were exposed to AI-generated advertisements featuring deceased celebrities. Their emotional and cognitive responses, including perceived incongruity, physiological arousal, positive and negative emotions, perceived deception, brand attitude, and purchase intent, were measured. The moderating effects of celebrity attachment and brand heritage were also examined.

SampleRepresentative sample of US consumers (specific numbers not provided in abstract)

ContextAdvertising and marketing communications, specifically the use of AI in digital endorsements.

Variables

IV["Use of AI-generated deceased celebrity endorsements","Perceived incongruity","Celebrity attachment","Brand heritage"]

DV["Physiological arousal","Positive emotions","Negative emotions","Perceived deception","Attitude toward the brand","Purchase intent"]

CV["Demographics of participants","Type of product advertised","Specific AI generation techniques used"]

Strengths & Limitations

Strengths

+Empirical testing of a theoretical model provides robust evidence.
+Examination of moderating factors adds depth to the findings.

Limitations

The emotional impact of AI-generated content can be highly subjective and difficult to measure precisely. Generalizing findings across all AI applications and celebrity types is challenging.

Reliability & validity

The use of structural equation modeling and multiple studies enhances the reliability and validity of the findings. However, the subjective nature of emotional responses and perceptions of deception may introduce some level of variability.

Think critically

To what extent does the perceived 'incongruity' of an AI-generated deceased celebrity endorsement stem from the technology itself versus the ethical implications of using a deceased person's likeness?

Design Principles

"Emotional congruence in digital advertising is paramount; dissonant emotional responses can undermine brand credibility and consumer trust."

As AI technology advances, its application in marketing communications, particularly through digital recreations of deceased figures, presents novel ethical and consumer engagement challenges. Understanding these nuanced reactions is crucial for brands considering such strategies to avoid negative brand perception and potential consumer backlash.

What This Means for Your Design

Using AI to bring dead celebrities back for ads can make people feel weird and confused, which can make them distrust the ad and the brand.

How to use in your project

1.This study can inform the ethical considerations section of a design project involving AI-generated content.
2.Use the findings to justify user testing focused on emotional responses to novel advertising techniques.

Add to My Project

Quick Cite

Paragraph starter

Research indicates that AI-generated digital resurrections of deceased celebrities in advertising can elicit significant emotional and cognitive responses, potentially leading to perceived deception and negatively impacting brand attitudes and purchase intentions. This highlights the need for careful ethical consideration and user-centric design when employing such advanced marketing techniques.

Source

Journal of Consumer Behaviour

Emotional Responses to Digital Resurrections: Consumer Reactions to <scp>AI</scp> ‐Generated Dead Celebrity Endorsements

journal · 2025

View source

Questions About This Research

What does the research say about ai-generated deceased celebrity endorsements elicit complex emotional and cognitive responses?: Designers and marketers should proceed with extreme caution when considering AI-generated deceased celebrity endorsements, prioritizing authenticity and emotional resonance over novelty to mitigate risks of perceived deception. Evidence: Journal of Consumer Behaviour (2025).
Why does "AI-Generated Deceased Celebrity Endorsements Elicit Complex Emotional and Cognitive Responses" matter for design?: As AI technology advances, its application in marketing communications, particularly through digital recreations of deceased figures, presents novel ethical and consumer engagement challenges. Understanding these nuanced reactions is crucial for brands considering such strategies to avoid negative brand perception and potential consumer backlash.
How can designers apply this research?: Designers and marketers should proceed with extreme caution when considering AI-generated deceased celebrity endorsements, prioritizing authenticity and emotional resonance over novelty to mitigate risks of perceived deception.
What were the main findings?: Perceived incongruity in AI-generated deceased celebrity endorsements triggers physiological arousal.. Physiological arousal shapes both positive and negative emotional responses.. Positive emotions decrease perceived deception, while negative emotions increase it.. Perceived deception negatively impacts brand attitude and purchase intent.
What research method was used?: Empirical testing of a theoretical model using structural equation modeling. with Representative sample of US consumers (specific numbers not provided in abstract).
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2025 journal from Journal of Consumer Behaviour.
What should I do differently in my next project?: Before launching an AI-generated deceased celebrity campaign, conduct thorough consumer research to gauge potential emotional and cognitive reactions and test for perceived deception.
What are the limitations?: The study focused on US consumers, and findings may vary across different cultural contexts. The specific AI generation techniques and celebrity choices could also influence results.