The Human Face in Marketing: Why It Builds Trust and Engagement

By Tomer Zuker, VP Marketing, D-ID

Why Does the Human Face Matter in Marketing?

These days, competition for attention is fierce, and brands must find ways to create authentic connections with their audience. One of the most powerful yet underutilized marketing tools is the human face—whether real or AI-generated.

Key Takeaways

✔ People connect with faces faster than logos or text
✔ Facial expressions trigger emotions, making ads more memorable
✔ AI-generated faces are transforming brand engagement in new ways

How Does the Human Brain React to Faces in Marketing?

The human brain is wired to recognize faces instantly. Studies show that:

• Eye-tracking research reveals that ads with faces are noticed 60% faster than those without (Nielsen, 2022).
• Facial expressions evoke emotional responses, leading to higher engagement.
• Social media posts with human faces get 38% more likes and 32% more comments (Hopper HQ, 2023).

When people see a smile or an engaging expression, they feel a sense of trust and familiarity, making them more likely to engage with a brand.

Real Faces vs. AI Avatars: Which Works Best?

Both real human faces and AI-generated avatars have their place in marketing. Here’s how they compare:

Feature	Real Faces	AI Avatars
Authenticity	High – People trust real humans more	Medium – Can mimic humans but may feel synthetic
Scalability	Limited – Needs real actors or influencers	Unlimited – AI avatars can be customized endlessly
Cost	Higher – Requires production, photoshoots	Lower – Once created, AI avatars can be reused
Consistency	Variable – Different influencers have different tones	High – AI avatars maintain the brand’s messaging

How AI Avatars Are Changing Marketing

With AI-driven marketing, brands use AI avatars to personalize customer interactions, improve engagement, and scale marketing campaigns without human limitations.

Brands Leveraging AI Avatars

• L’Oréal has introduced AI-generated influencers to connect with younger audiences.
• KFC (China) has used AI-generated brand ambassadors for digital interactions.
• D-ID Agents are bringing real-time interactive avatars to sales, training, and customer support.

Best Practices for Using Faces in Marketing

💡 Use faces that reflect your audience – People relate more to ads featuring individuals who resemble them. Consider the language used as well.
💡 Leverage emotion-driven marketing – Expressions like happiness, surprise, or curiosity can drive engagement.
💡 Test real vs. AI avatars – Different industries may benefit from human or AI-generated marketing assets.

Final Thoughts: The Future of Faces in Marketing

Whether through real human influencers or AI avatars, faces remain one of the most powerful tools in marketing. As technology advances, the balance between authenticity and scalability will continue to evolve.

Would you trust an AI-generated face as much as a real human when making a purchase decision?