AI digital endorsers for cloud tourism platforms: usage, information processing fluency and novelty seeking

Purpose This study aims to investigate the effectiveness of artificial intelligence (AI) digital endorsers as new types of endorsers on cloud tourism platforms. Design/methodology/approach In this paper, survey and experimental methods are integrated to examine how endorsements by AI digital endorsers – in contrast to those by virtual and human endorsers – affect consumers' behavioural intentions towards cloud-based tourism platforms. Findings Compared with human endorsers, AI digital endorsers have a more positive effect on consumers' intention to use cloud tourism platforms, which is mediated by consumers' information processing fluency. The personality differences in consumers' novelty seeking can also affect their willingness to use cloud tourism platforms. Practical implications This paper presents a pioneering comparison between AI digital endorsers and human endorsers in promoting cloud-based tourism platforms, aiming to deepen the understanding of AI digital endorser efficacy. In light of the potential risks linked to human endorsers, it is essential for cloud platforms to develop a systematic understanding of the roles of AI digital endorsers and optimize endorsement decisions accordingly. Originality/value This paper formally defines the concept of AI digital endorsers and, within the context of cloud tourism platforms, empirically demonstrates their positive endorsement effects.