With the development of artificial intelligence technology, virtual spokespersons have become a new trend in brand marketing. The interaction between virtual spokesperson type (companion-type vs. servant-type) and brand personality (excitement vs. sincerity) were explored, and the mediating role of processing fluency was examined. It is found that the matching of virtual spokesperson type and brand personality can significantly enhance consumers’ purchase intention. Among them, processing fluency significantly affects consumers’ acceptance of advertisements and purchase behavior. It is provided empirical support for brands in choosing virtual spokesperson strategies, and theoretical support and practical guidance are provided for brand marketing in the digital era.

companion-type virtual endorser  /  servant-type virtual endorser  /  processing fluency  /  brand personality  /  purchase intention