Consumers have always wanted not only to admire their idols but also to develop deeper relationships with them. Even in the days of radio and early television, viewers felt they knew actors and singers personally. Psychology defines this as a parasocial relationship, a one-way bond in which the viewer feels close to a public figure, even though they are unaware of their existence. This is precisely why we imitate celebrities' clothing styles, choose products they recommend, and today, follow their every move on social media. Producers quickly recognised the power of this emotional bond and began using popular figures in advertising. If someone admired a given athlete or actress, they were more likely to buy what they endorsed – clothes, perfumes, beverages and even cars. Idols became not only inspirations but also the most reliable salespeople. Now, however, this relationship is reaching a whole new level: we no longer just follow celebrities but can… talk to them.
Prof. Artur Modliński from the Faculty of Management, University of Lodz, and Professor Rebecca K. Trump from Loyola University Maryland describe the phenomenon of synaptic recommendations – a new form of interaction with digital replicas of famous people, made possible by generative artificial intelligence. Unlike traditional endorsement, in which the celebrity acts as a passive brand ambassador, synaptic recommendations enable two-way, personalised communication with a digital celebrity replica.
A synaptic copy can be created in two ways: by reconstructing a person's digital footprint or by actively training the network with the celebrity themselves, who then imparts their preferences, tastes and values. As a result, the user receives a personalised advisor – a digital "reflection" of their idol, accessible on their phone. Examples already exist. Philosopher Peter Singer has created his own chatbot that answers ethical questions in his style. Psychologist Martin Seligman and therapist Esther Perel also have their own digital versions – sometimes without their knowledge or consent. Furthermore, technology allows for the creation of replicas of deceased individuals who can "advise" fans long after their death – from Margaret Thatcher to the Dalai Lama.
The marketing potential is enormous: a digital celebrity trainer can create an exercise plan for us, and a virtual dietitian can create a menu. Consumers can carry a digital version of their idol in their pocket, advising them in real time. For celebrities, it's a new form of monetisation and expanding their influence, and for companies, a tool of unprecedented persuasion
– says dr hab. Artur Modliński, Associate Professor at the University of Lodz.
At the same time, the authors warn: this is not only an opportunity, but also a risk. The example of a woman who lost €830,000 believing she was helping a sick Brad Pitt (in reality, a fraudster using deepfakes) demonstrates how easily consumer trust can be manipulated. Digital replicas can influence purchasing decisions, emotions and even interpersonal relationships.
It's relatively easy to imagine well-known populists, such as Donald Trump, creating their own synaptic copy, which would suggest to his voters how to act, vote or even write social media posts in his own style. In such a case, neither the end of the leader's term nor the death of the leader would necessarily mean the end of his influence on the world and his voters
– adds dr hab. Artur Modliński, Associate Professor at the University of Lodz.
Prof. Artur Modliński and Prof. Rebecca K. Trump are calling on the scientific community to urgently develop a code of ethics and standards for this new form of communication. They believe that while we cannot stop the development of technology, we can prepare consumers and society for its consequences – both positive and dangerous.
The article has been published in one of the world's leading consumer behaviour journals, the Journal of Consumer Behaviour. It is available at the following link: https://onlinelibrary.wiley.com/doi/abs/10.1002/cb.70005
