Mariano Marcos
State University

Psych student presents research on AI-generated influencers at int'l conference

By Ryand Angelo Ugalde

A Bachelor of Science in Psychology student of Mariano Marcos State University (MMSU) presented a research paper on AI-generated social media influencers at the STS for Resilient Futures 2026: Science, Technology, and Society in the Era of Climate and Digital Transition conference held on July 23-24 in Bangkok, Thailand.

John Natividad presented the paper titled "Artificial Intimacy: Discernment Accuracy and Parasocial Bonding as a Function of Perceived Human-Likeness in AI-Generated Influencers" during the conference's Digital Transformation and Resilience panel.

Co-authored with Infinity Lao, Angela Morales, Ralph Jacob Pascual, Glyzel Quepo, Nicole Tyra Rabe, Jyanne Rionelle Viernes, and Nathalie Yvonne Villacorte, the study examined whether university students could distinguish AI-generated influencers from real human influencers and whether this affected the strength of their emotional connections.

MMSU President Virgilio Julius P. Manzano, Jr., said the university's participation in international research conferences reflects its commitment to producing studies that address emerging issues in society.

"We take pride in seeing our students contribute to international academic conversations through research. Opportunities like this allow them to test their ideas and demonstrate that MMSU students can produce research that addresses relevant topics in society."

Natividad said he hopes the study will encourage more research on the psychological and sociological impacts of artificial intelligence and spark meaningful conversations within the university and beyond.

"I hope this study encourages fellow researchers and students at MMSU to take a closer look at the underreported psychological and sociological effects of AI on everyday life."

Organized by the Chulalongkorn University Social Research Institute (CUSRI), the conference brought together researchers and scholars to discuss the role of science, technology, and society in addressing the challenges of climate change and digital transformation.