AI vs. human models in fashion brand advertising: A schema theoretical perspective on consumer responses

In recent years, fashion retailers have begun releasing artificial intelligence (AI) models—virtual replicas of human models—for their advertisements. Drawing on schema theory, this study examined how fashion model types (AI vs. human) and brand types (luxury vs. non-luxury) in social media advertisements influence advertising skepticism, brand advocacy, and behavioral intentions. A 2 x 2 between-subjects design was employed, and the model image was created using ChatGPT 5. Using data from 875 responses in the United States, our findings revealed that social media advertisements featuring AI models had a greater effect on advertising skepticism, which diminished brand advocacy, social media word-of-mouth (WOM) intention, and purchase intention. Qualitative data further unveiled that consumers hold negative perceptions of AI models, particularly concerning potential threats to employment, ethical issues, and the devaluation of brands' marketing efforts. This research advances understanding of the underlying mechanisms through which consumers' schemata toward AI shape their evaluations of advertisements featuring AI models and the brand, ultimately reducing behavioral intentions. This study also highlights the need for fashion retailers to use AI models cautiously, balancing transparency and social responsibility in their AI-driven advertising strategies. These insights clarify the appropriate boundaries of AI's involvement in advertising, suggesting that AI applications should complement rather than replace human roles.