The Disruption of Influencer Marketing: Exploring the Efficiency of AI-Generated Virtual Influencers vs. Human Influencers

This research sought to shed light on a comparison approach on efficiency differences between AI-generated influencers and human influencers in the marketing field in reference to avatars, hyper-personalised content creation, cost effectiveness, scalability, performance optimisation. For that sake, we have adopted the quantitative methodology and collected primary data from 150 marketing managers and marketing department officers within Jordanian SMEs. Using SPSS, the results of the analysis found that AI-generated influencers are more efficient from the marketing managers’ perspective due to their avatars and hyper-personalised content creation. The study recommended that brands should implement two parallel strategies that unite AI-generated influencers’ speed with human influencers’ genuine authenticity. Further recommendations were presented in the study.