Decoding Trust and Influence in the Age of AI

The immediacy of AI, which has shown its potential in the digital influencer space, changes the patterns of consumer trust and brand and consumer interactions. The mediation of influence through algorithms alongside the emergence of AI-generated influencers has added new levels of complication to an audience's perception of authenticity and credibility, which depended primarily on the personal style and the reliability of the influencer's profile. In this chapter, we shed light on findings from a primary study of original data on how consumers perceive AI-driven influencer marketing, focusing on trust, authenticity, and purchase intention. We used a mixed-methods approach that combined survey data from 520 individuals with a diverse demographic and qualitative interviews. Findings present a two-fold story: perceived relevancy and engagement are positively influenced by AI personalisation; however, scepticism of authenticity and transparency.