In today's digital age, the application of artificial intelligence has expanded to various fields. Recent studies show that AI-generated social media influencers can effectively disseminate cancer prevention information at a low cost, becoming a new option for public health communication.
Cancer has long been one of the leading causes of death worldwide. Despite advancements in treatment, prevention remains the most effective way to reduce the cancer burden. Statistics indicate that more than two-thirds of early cancer deaths in 2020 were preventable. However, most existing digital resources are not well-known to the target audience, especially since young people prefer digital communication methods. Data shows that 37% to 50% of cancer deaths are related to modifiable risk factors such as obesity, smoking, and alcohol consumption, making it crucial to raise public awareness of these risks.
Image Source Note: Image generated by AI, licensed by Midjourney
In this study, researchers used the AI generation tool Midjourney to create a virtual influencer named "Wanda." She is a young woman with a lighter skin tone, aimed at spreading information about the five common risk factors for cancer through social media, including alcohol, HPV virus, unhealthy diet, tobacco, and sun exposure. The research team continuously posted five messages on Wanda's Instagram account, combining two AI-generated images with a piece of preventive information, with each message costing €20 to promote.
The study found that the campaign achieved nearly 10,000 exposures in just 10 days. By employing different advertising strategies, researchers observed varying levels of engagement among users of different age groups. Targeted ads performed well in attracting younger users, while automated ads had a higher reach among older users. Among the content, posts about HPV attracted the most user engagement, while those about sun exposure received relatively less attention.
Although the study results indicate that AI-generated influencers have significant communication potential, they also face challenges regarding trust and authenticity. Future research needs to explore how to enhance interaction between users and AI influencers to improve engagement.
