The Autthenticity of AI Influencers in Marketing

Artificial Intelligence (AI) influencers, also known as virtual influencers, are revolutionizing marketing communication by leveraging AI technologies like machine learning and natural language processing. These digital personas simulate human characteristics and behaviors, allowing them to create content, interact with followers, and promote brands consistently and without the unpredictability associated with human influencers. AI influencers have the advantage of scalability and 24/7 engagement, reaching diverse audiences across multiple platforms. They offer cost-efficiency in the long run despite the initial investment and maintenance costs. However, they also present challenges related to authenticity, transparency, and ethical considerations. The use of AI influencers raises questions about the genuineness of their interactions, the potential for perpetuating biases, and the need for clear disclosure of their artificial nature. © 2025 by IGI Global Scientific Publishing. All rights reserved.