Two Sides of Digital Marketing: How AI and Human Influencers Shape Consumer Perception

This study investigates the comparative effects of ai-powered and human influencers on consumer perceptions within
digital marketing. Through an experimental design involving 333 participants, the research evaluates key variables,
including perceived usefulness, perceived ease of use, trust, perceived risk, and purchase intention. Participants were
exposed to simulated social media environments featuring product promotions by either ai-powered or human
influencers, enabling the analysis of distinct consumer responses to these two types of influencers. Findings reveal that
ai-powered influencers outperform human influencers in perceived usefulness, ease of use, and purchase intention.
ai influencers leverage data-driven personalization to provide tailored recommendations, enhancing consumer
experiences. However, perceived risks associated with ai influencers, such as data privacy concerns and ethical
challenges, emerged as significant barriers to adoption. Conversely, human influencers were perceived as less risky
but scored lower in ease of use and technological adaptability. These results highlight the complementary strengths
and weaknesses of ai and human influencers, suggesting the potential for hybrid strategies that combine both
approaches. The research contributes to the literature by addressing the evolving dynamics of influencer marketing in
the age of artificial intelligence. It underscores the importance of transparency, trust-building strategies, and ethical
considerations for effective ai influencer adoption. Additionally, it emphasizes the need for marketers to develop user centric
approaches that mitigate perceived risks and foster consumer trust. The study’s experimental design involved
a control group exposed to human influencers and an experimental group interacting with ai-powered influencers.
The use of structural equation modelling allowed for a comprehensive analysis of relationships between variables and
the testing of inter-group differences. Results indicate significant differences in perceived usefulness, ease of use, and
purchase intention between the two groups, while trust and perceived risk showed no notable inter-group differences.
These findings suggest that while ai influencers excel in technological aspects, their adoption requires strategies to
address consumer apprehensions about data security and ethical concerns. This research offers practical implications
for digital marketing strategies. First, it highlights the importance of educating consumers about the functioning of ai
influencers, emphasizing transparency in data usage and algorithmic processes. Second, it recommends integrating
human-like attributes into ai influencers to foster emotional connections and enhance consumer trust. Third, hybrid
campaigns combining ai and human influencers are suggested as a way to address diverse consumer needs while
leveraging the strengths of both approaches. Finally, regular consumer feedback and iterative improvements are
advocated to optimize the performance of ai influencers in marketing campaigns. While the study provides valuable
insights, it is not without limitations. The experimental design relied on simulated social media environments, which
may not fully replicate real-world interactions. Additionally, the sample was limited to individuals with prior online
shopping experience, potentially restricting the generalizability of fi ndings. Future research could explore the impact of
ai and human influencers across different industries and product categories to provide more nuanced insights. Further
studies could also examine additional variables, such as emotional engagement and cultural influences, to enrich the
understanding of consumer behaviour in influencer marketing.