This study constructs a model to predict ad attitude when AI influencers act as ad endorsers. In the results, search products and rational ad appeal have more positive ad attitude, perceived empathy and perceived expertise as mediator. These three variables can be reinforced by the consistency of ad appeals and product categories.

• Yushi Song(Harbin Institute of Technology, China)
• Hao Wu(Harbin Institute of Technology, China)
• Guoxin Li(Harbin Institute of Technology, China)