AI-Driven Influence: Transforming Brand Engagement and Trust in the Digital Age
The review explores the intersection of influencer marketing and artificial intelligence (AI), highlighting how AI technologies are transforming influencer strategies across industries. Despite growing interest in AI-driven influencer marketing, gaps persist in understanding how these technologies impact brand awareness and consumer engagement. The review addresses key issues such as the effectiveness of AI-powered virtual influencers, data analytics integration, and the shift from traditional influencers to AI-enhanced campaigns. Its objectives include synthesizing current research trends and identifying future opportunities for AI in influencer marketing. The methods section outlines a systematic review of AI's impact on influencer marketing. It defines strict eligibility criteria, focusing on peer-reviewed studies published since 2024 that explore AI integration in marketing strategies. The review process involves screening, full-text evaluation, and data extraction, with emphasis on AI technologies, virtual influencers, big data, and emotional marketing. Data synthesis categorizes findings into thematic areas, ensuring a comprehensive understanding of AI’s role in enhancing influencer marketing effectiveness and consumer engagement. Quality assessment further ensures the inclusion of rigorous, relevant studies. The findings reveal that AI-driven technologies are transforming influencer marketing by enhancing influencer selection, campaign personalization, and content creation. AI enables precise matching of influencers to brand values and target demographics, optimizing engagement and return on investment. Virtual influencers provide consistency, scalability, and creative control, avoiding controversies associated with human influencers. AI-generated content (AIGC) enables personalized, efficient content creation, improving engagement and brand loyalty. Real-time optimization and predictive analytics enhance campaign performance, while AI also ensures authenticity and trust by detecting fraudulent activities. Despite challenges, including ethical concerns over transparency and data privacy, AI and emerging technologies like AR and VR promise a future of more immersive and personalized marketing strategies. However, limitations include the variability in AI adoption across sectors and challenges in consumer acceptance of AI influencers. The review concludes that AI's role in influencer marketing is poised to grow, offering brands unique ways to engage with consumers, but more research is needed to explore ethical concerns and long-term effectiveness. Future research should focus on the societal implications of AI influencers, their impact on consumer behavior, and the evolving relationship between human and virtual influencers in marketing strategies.