Abstract
As artificial intelligence (AI) continues to revolutionize industries, its application in digital marketing is becoming increasingly transformative. This study investigates the potential of AI-powered influencers to drive consumer decision-making compared to traditional human influencers. By leveraging AI for content generation and consumer engagement, the study addresses key questions around the efficacy, authenticity, and trustworthiness of AI-generated marketing campaigns. Grounded in digital consumer behavior theories and marketing frameworks such as the RACE Model and Content Marketing Mix, this research explores the implications of integrating AI-driven influencers into marketing strategies. A mixed-methods approach combining sentiment analysis, experimental content generation, and expert evaluations offers insights into consumer perceptions of AI-generated and human-generated content. Findings aim to contribute to both theoretical advancements in AI-enabled marketing and practical strategies for businesses navigating the evolving digital landscape. This study ultimately seeks to redefine the role of AI in influencing digital consumer behavior and shaping the future of marketing campaigns.
Home Country
Kenya
College
Muma College of Business
Specialization
hospitality, tourism, digital marketing
Faculty Sponsor
Cobanoglu Cihan
Presentation Type
Event
AI Influencers vs Human Influencers: Redefining Digital Consumer Behavior and Marketing Strategies in the Age of Artificial Intelligence
As artificial intelligence (AI) continues to revolutionize industries, its application in digital marketing is becoming increasingly transformative. This study investigates the potential of AI-powered influencers to drive consumer decision-making compared to traditional human influencers. By leveraging AI for content generation and consumer engagement, the study addresses key questions around the efficacy, authenticity, and trustworthiness of AI-generated marketing campaigns. Grounded in digital consumer behavior theories and marketing frameworks such as the RACE Model and Content Marketing Mix, this research explores the implications of integrating AI-driven influencers into marketing strategies. A mixed-methods approach combining sentiment analysis, experimental content generation, and expert evaluations offers insights into consumer perceptions of AI-generated and human-generated content. Findings aim to contribute to both theoretical advancements in AI-enabled marketing and practical strategies for businesses navigating the evolving digital landscape. This study ultimately seeks to redefine the role of AI in influencing digital consumer behavior and shaping the future of marketing campaigns.
