Abstract:
The evolution of influencer marketing has entered a transformative phase with the emergence of AI-generated
influencers- digital personas designed to replicate human interaction and emotion. This research investigates
how AI influencers are reshaping consumer trust, engagement levels, and purchase intentions in comparison to
human influencers. Drawing on secondary data from academic studies, marketing reports, and consumer
perception surveys, the study explores psychological responses, credibility concerns, and strategic implications
in digital marketing. The conceptual and descriptive analysis reveals that while AI influencers offer novelty and
consistency, human influencers continue to outperform them in emotional engagement and trustworthiness. The
findings provide valuable insights for marketers aiming to balance innovation with authenticity and offer
strategic recommendations for effectively integrating AI personas into brand campaigns without compromising
consumer trust.
