AI Influencers In Digital Marketing: A Conceptual Review Of Consumer Trust, Engagement And Ethical Challenges
- IJLLR Journal
- Jul 6
- 2 min read
Ritu Srivastava & Ankush Srivastav, Babu Banarasi Das University
ABSTRACT
In today’s digital marketing world, the use of artificial intelligence (AI) is increasing very rapidly. Because of this, AI influencers, who are virtual personalities created using AI, are becoming popular as a new kind of promotional tool for brands. This paper delivers a comprehensive conceptual review of AI influencers, with a primary emphasis on three critical dimensions: customer trust, consumer engagement, and the ethical challenges they pose.
The study systematically analyzes prior research papers and relevant literature to explore how essential factors like credibility, transparency, and emotional connection shape consumer perceptions and interactions with AI- generated influencers. Through this review, it becomes evident that AI influencers possess unique strengths, such as unwavering consistency in messaging, scalability across global platforms, and precise control over brand narratives. These attributes not only boost consumer engagement but also foster deeper connections between brands and their target markets, enabling more personalized and efficient campaigns.
Like any transformative technology, AI influencers come with both boons and banes. While they offer remarkable efficiency and heightened brand visibility, significant drawbacks persist, including prominent privacy concerns, questions of authenticity, algorithmic biases, reduced transparency, and erosion of trust among users. These issues collectively fuel ethical dilemmas that could undermine long-term consumer relationships.
This research enriches the body of AI-driven marketing literature by providing actionable insights for policymakers, marketers, and strategists. It advocates for the development of trust-centric influencer frameworks that prioritize ethical standards, ultimately paving the way for more robust national economies through responsible innovation. In summary, by drawing on established literature, the review highlights the transformative potential of AI influencers alongside the imperative for balanced, ethical deployment to ensure positive consumer outcomes.
Keywords: Digital Marketing; AI influencers; Customer Trust, Transparency, Ethical challenges
