As artificial intelligence (AI) reshapes the consumer landscape, spokespersons generated by AI (hereafter “AI spokesperson”) present both opportunities and challenges for marketing. This chapter explores the role of AI spokespersons in advertising, examining whether they can rival or complement human counterparts. It analyzes how AI spokespersons shape consumer perceptions, highlighting their limitations in evoking empathy alongside their potential for scalable, cost-efficient, and personalized communication across diverse markets. Although many consumers perceive psychological distance from AI spokespersons, anthropomorphic design can help reduce this gap and improve engagement. Drawing on construal-level theory, the chapter unpacks the psychological mechanisms, including empathy, the uncanny valley effect, and anthropomorphism, that influence consumer responses to AI spokespersons. The chapter also addresses critical issues of authenticity, trust, and ethical disclosure, emphasizing that perceived genuineness and emotional resonance remain central to persuasive communication. It outlines strategic considerations for deploying AI spokespersons, including campaign objectives, budget constraints, target market alignment, and the trade-off between efficiency and effectiveness. The chapter concludes that AI spokespersons are unlikely to fully replace human spokespersons but can serve as powerful supplements in hybrid models that combine AI’s scalability and flexibility with human emotional depth, transparency, and authenticity.