By collaborating with influencers on social media for sponsorship, advertisers attempt to increase customers’ perception of brand authenticity. Recently, a new phenomenon of nonhuman identities, which are developed by AI, are present online and reshaped the identification of influencers. Comparisons of AI influencers to human influencers in their effectiveness on brand authenticity are still ambiguous. We propose a framework to investigate the roles of source credibility and curiosity in customers’ perception of brand authenticity when seeing the branded post from AI and human influencers on social media. A total of 252 responses were collected. The findings confirm that though sponsored post generated by human influencers lead to more credibility, customers tend to be more curious about the brand when it partners with AI influencer. Furthermore, branded post from both human and AI influencer generates more perceived brand authenticity through source credibility and curiosity. Taking consideration of regulatory focus and optimism, this study further analyzes their moderating impact affecting the relationship between influencer sponsored post and customers’ curiosity.

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