CONSUMER TRUST IN AI VS HUMAN INFLUENCERS AND IMPLICATIONS FOR BRAND COLLABORATIONS

Abstract

 The rapid growth of digital marketing has given rise to the use of both human and AI- generated influencers, reshaping how brands connect with consumers. While influencers are central to building brand credibility and engagement, the extent to which consumers trust AI-generated influencers compared to their human counterparts remains a critical question. This study investigates consumer trust in AI versus human influencers and examines its implications for brand collaborations. The research focuses on four dimensions: (i) Comparing the overall level of trust in both influencer types, (ii) identifying key factors that shape trust, (iii) assessing how trust influences consumer engagement and purchase intentions, and (iv) exploring consumer perceptions of ethical and transparency concerns associated with AI influencers.The study integrates quantitative survey data with qualitative insights to capture both behavioral patterns and deeper attitudes. The findings are expected to provide actionable guidance for brands and marketers in designing effective, trustworthy, and ethically responsible influencer strategies in an era of AI-driven innovation.