A Systematic Literature Review on the Negative Impacts of AI-Generated Virtual Digital Humans

AI-generated virtual digital humans are profoundly reshaping digital innovation and consumer ecosystems. However, the dynamic evolution of their application scenarios, inherent conceptual ambiguities, and continuously advancing technological features may collectively engender negative consumer perceptions. It is imperative to systematically examine the comprehensive impact, inherent technological limitations, and emergent challenges associated with virtual digital humans. Employing the Theory, Context, Characteristics, and Metrics (TCCM) analytical framework, this study conducts a systematic review of 51 authoritative journal articles published through January 2025. The findings reveal the negative effects of AI-generated virtual digital humans on consumers and compare the relationship between hallucinations and serendipity. Additionally, this study further explores the dimensions of assessing these negative impacts. Finally, we outline the potential avenues for future research.