Consumer Responses to AI-Generated Influencers versus Human Influencers: The Roles of Trust, Authenticity, and Purchase Intention

Artificial intelligence (AI)-generated influencers have transformed influencer marketing by introducing virtual personalities that interact with consumers on digital channels. Brands are using AI-generated influencers more often because they are scalable, consistent, and easy to control. However, there are still concerns about how authentic and trustworthy these influencers seem compared to human influencers. This study examines how consumers respond to both AI-generated and human influencers, drawing on Source Credibility Theory, Parasocial Interaction Theory, and the Technology Acceptance Model (TAM). It explores how the type of influencer affects trust, authenticity, engagement, and purchase intention. The study also considers how AI literacy and consumer innovativeness might influence these effects. This study uses a quantitative research design and collects survey data from social media users in India. Structural Equation Modeling (SEM) is used to test the framework. The results are expected to show that human influencers build greater trust and perceived authenticity, while AI-generated influencers may be more attractive to technology-literate consumers. Trust, authenticity, and engagement are expected to explain how influencer type affects purchase intention. This study adds to research on AI-enabled marketing by applying traditional influencer marketing theories to virtual environments. The findings deliver practical advice for marketers seeking to improve their influencer strategies in a digital world increasingly reliant on AI.