AI-Generated Influencers and Their Role in Consumer Purchase Intention: An Empirical Study

Abstract

The rapid advancement of Artificial Intelligence (AI) has transformed influencer marketing by introducing AI-generated influencers, also known as virtual influencers, who can create engaging and personalized digital interactions with consumers. These digitally created personalities are increasingly being used by brands to communicate product information, build online engagement, and influence consumer attitudes and purchase decisions. This study indicates that factors like credibility, authenticity, attractiveness, parasocial interaction, and trust can shape consumer’s response to virtual influencers and their purchase intentions. The aim is to study how consumers perceive AI-generated influencers and how these perceptions influence their intention to purchase promoted products. The study is expected to contribute to the growing literature on AI-enabled influencer marketing by providing empirical insights into the psychological and behavioral mechanisms through which AI-generated influencers affects consumers. It can also help marketers understand the importance of maintaining credibility, transparency, authenticity, and meaningful consumer engagement when using AI-generated personalities in digital marketing campaigns. A sample of 233 was collected to find the result of the study. The factors studying AI-Generated Influencers and Their Role in Consumer Purchase Intention are AI-Influencer Credibility, Perceived Authenticity, Personalization and Consumer Trust.