Exploring Audience Perceptions of Branded Content Featuring AI Influencer Lil Miquela

In the rapidly evolving digital landscape, AI influencers represent a transformative development in marketing. This thesis examines Lil Miquela-one of the most prominent AI influencers-as a case study to investigate how audience interactions with her branded content on YouTube and Instagram reflect perceptions of both the AI influencer and associated brands. Through thematic analysis, sentiment analysis, and quantitative analysis, this thesis identifies key discussion topics, expression forms, and the sentiments conveyed in audience comments. Thematic analysis reveals a broad range of topics, including influencer perception, brand perception, emotion, vibe, and commentary on comment section. Notably, Lil Miquela is perceived as both emotionally relatable and technologically alien, inviting connection while provoking unease through her content and appearance. Brand perceptions are related to not only brand value and product features but also audiences' imagination regarding product usage and brand personality. The branded collaborations with Lil Miquela have been controversial. Although the advertisements are praised by high quality, Lil Miquela was perceived to distract some audiences from core branded messaging. Some commenters directly expressed their rejection of these campaigns. Moreover, vibe descriptions span both positive and negative sentiments: descriptors such as "dream" and "futuristic" convey admiration, while terms like "disgusting" and "weird" indicate discomfort. Some commenters distanced themselves from the broader audiences, critiquing the comment section itself. Sentiment analysis confirms the predominantly positive attitudes toward both Lil Miquela and the associated brands. Quantitative analysis further reveals platform-specific patterns: Instagram comments tend to be more positive and brand-focused, whereas YouTube comments display more frequent interaction between commenters and greater emphasis on self-expression. This thesis contributes to academic understandings by linking audience perceptions of AI influencers with those of associated brands within a shared context, while also highlighting platform-specific audience dynamics in AI-driven marketing. Practically, it provides actionable insights for marketers seeking to optimize AI influencer collaborations and leverage AI technologies for more effective and responsible campaigns.