BEYOND HUMAN PRESENCE: EXPLORING ROMANIAN SMEs' PERCEPTIONS OF AI-GENERATED AVATARS IN MARKETING

Abstract

The rapid development of generative artificial intelligence has accelerated the use of digital avatars in marketing, offering small,- and medium-sized companies’ new opportunities to create content and interact with consumers. The current literature is more focused on consumers' perceptions of digital avatars; manager' perspectives on adopting these technologies remain underexplored. This article analyses SMEs' views on AI-generated avatars through qualitative research based on semi-structured interviews with 30 Romanian managers. Results highlight that respondents acknowledge the advantages of AI avatars, especially regarding cost reduction, efficient content generation, and ensuring consistency in brand communication. At the same time, authenticity, consumer trust, and implementation complexity are the major obstacles for adoption. This article contributes to the literature on AI adoption in marketing by refocusing on SME managers' views and by highlighting the conditions that influence the strategic adoption of AI-generated avatars in SMEs.