From Flesh To Firmware: The Impact Of AI Influencers On Brand Campaigns Vs Human Influencers

(Abstract taken from introduction) Artificial intelligence (AI) has rapidly transformed the landscape of digital marketing, particularly in social media marketing. Through advancements in machine learning, natural language processing, and deep learning algorithms, AI-driven tools have enabled brands to engage audiences with unprecedented depth and accuracy. One of the most remarkable advancements is the rise of AI influencers, which are computer-generated, virtual personas designed to engage audiences on social platforms. Despite some of the advantages AI influencers provide, they introduce unique challenges, particularly in authenticity and emotional connection with their audience. Authenticity, a cornerstone of influencer marketing, is challenging to achieve with AI influencers due to their lack of genuine personal experiences, emotions, and self-driven creativity. This gap in perceived authenticity raises questions about whether audiences can genuinely connect with and trust AI-driven influencers, impacting engagement and loyalty