Artificial Intelligence (AI) technology offers many opportunities for use in influencer marketing. There is however, no standardised ethical frameworks for use in this specific field. We offer a foundation framework to emphasise the social well-being goal and relate it to stakeholders involved.

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.