Impact of AI-Generated Influencers on Consumer Trust and Purchase Intent

Abstract: This study uses a quantitative survey-based approach to investigate consumer awareness, perception, trust and purchase intent towards AI-generated influencers. A structured online questionnaire circulated online collected 101 responses, covering demographic details, familiarity with virtual influencers and attitudes measured through categorical and Likert-scale items. The findings suggest that most respondents are aware of AI-generated influencers having encountered their content but still perceive these virtual personalities as less authentic and trustworthy compared to human influencers. AI-generated influencers appear moderately appealing visually but lack trust and reliability resulting in low purchase intent for products recommended by AI-generated influencers. Human influencers continue to have stronger persuasive power, with higher credibility and emotional relatability. Overall, the study highlights that AI-generated influencers contribute to product discovery and digital engagement but their impact on consumer behaviour is limited. These insights provide a base for understanding the evolving role of AI-driven creators in the field of influencer marketing.

Keywords: AI-generated influencers, consumer perception, trust and credibility, purchase intent, influencer marketing