CONCEPTUALISING THE ROLE OF AI INFLUENCERS IN SHAPING CONSUMER BEHAVIOUR

Dr. Johney Johnson

This conceptual study examines the role of artificial intelligence (AI) influencers in influencing consumer behaviour. The study is premised on the Source Credibility theory. The study has found that even if AI influencers are less authentic than human influencers, they may still build trust by enhancing their credibility through effective promotion and brand alignment. The study also outlines the pivotal role of expertise of the AI influencer in shaping consumer behaviour. Although consumers might be sceptical at first, AI influencers humane qualities might help them win over customers trust over time. To stand out in the digital marketplace, marketers may make use of the novelty and adaptability of AI influencers to create memorable experiences for customers. Marketers may maximize their usage of AI influencers and raise the efficacy of their campaigns by customizing messaging to match customer preferences and closely observing consumer reactions. The research highlights the ability of AI influencers to shape customer behaviour and offers both theoretical and practical recommendations for marketers seeking to successfully use AI influencers in their campaigns.