Evaluating the Impact of Artificial Intelligence on Influencer Marketing Through Product Perceptions and Virtual Personas

Influencer marketing has quickly become a major player in the world of digital advertising, thanks to the ever-growing popularity of social media personalities and brands shifting their focus to online engagement. As technology continues to change the way we interact online, artificial intelligence has stepped in as a game-changer, boosting the effectiveness of influencer promotions. More and more, AI tools are being utilized to fine-tune content creation, improve audience targeting, and help influencers manage their online presence in a more professional way. The rise of virtual personas has also piqued consumer interest, as people now connect not just with human influencers but also with AI-generated figures that shape their views on product quality and brand trustworthiness. This study uses a quantitative research approach and relies on convenience sampling within a non-probability framework. A structured questionnaire was the main tool for gathering data. The findings show that artificial intelligence plays a positive role in the growth of influencer marketing. Key independent factors like celebrity endorsements, perceived product quality, and virtual social presence showed a strong positive connection with influencer marketing when looked at alongside artificial intelligence as a mediating factor. Statistical analyses were performed using SPSS to confirm these relationships. Overall, this study provides valuable insights for influencers and marketers, emphasizing how artificial intelligence can boost campaign performance and pave the way for new AI-driven influencer identities.