[Opinion] AI Influencers: A market with blurred borders

Opinion piece by Pr. BOUDRI Rachid of the Euromed Business School published on Inspirations Eco

In a world where the boundaries between the real and the virtual are fading, how can we preserve authenticity and trust in influencer marketing? A study reveals the challenges and opportunities posed by AI influencers for consumer engagement in digital marketing.

The world of digital marketing is undergoing profound change. While human influencers have long reigned supreme, a new wave is emerging: AI influencers. These virtual avatars, created by sophisticated algorithms, can now perfectly reproduce the charm and charisma of real personalities. They address specific audiences, delivering content that is perfectly optimized and calibrated to reach their targets.

But behind this smooth, flawless face lies a question that troubles experts and consumers alike: are we ready to trust these digital doubles? A recent research study we conducted plunged into this question, analyzing consumer engagement with AI influencers. The analysis of thousands of social media comments reveals a complex picture, where fascination coexists with mistrust.

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