Artificial Intelligence (AI) tools have potentials to be used to replace human version of traditional media in virtual form called a virtual entity that has been used in various fields, including in marketing. This study aims to see whether aspects of human resemblance in virtual entities such as a virtual brand ambassador (VBA) can trigger positive attitude of consumers toward a social media advertisement that uses the VBA. The data analysis utilizes 151 usable respondents’ data that were analyzed using partial least-square structural equation modelling (PLS-SEM) method. The research findings show that perceived human likeness -that includes mental and visual factor- has a potential significant impact on consumers’ attitude toward the AI advertisement (AI ads) that uses virtual brand ambassadors, directly and through attitude toward the VBA and perceived trustworthiness of the VBA. Further, the study finds that perceived human likeness may positively influence attitude towards VBA and perceived trustworthiness of the VBA. As a pioneering study in the phenomenon of VBAs and AI advertising, the findings of this study will provide significant insights for academics, practitioners, and society. The paper has the novelty that it is the first study that tests perceived human likeness as the antecedent of attitude toward the VBA and perceived trustworthiness. The insights are expected to inspire marketers, businesses, and AI practitioners to produce creative, engaging, inclusive, and trustworthy digital promotions using latest potential brought by AI tools. © 2026 IEEE.