The Rise of AI Influencers: Redefining Trust and Engagement in Digital Marketing

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.