Comparing AI and human influencers

: a study of consumer perceptions in the fashion industry

Abstract

The rise of artificial intelligence (AI) in social media has led to the growth of AI influencers who are challenging the dominance of human influencers in digital marketing. This dissertation examines how AI influencers compare to human influencers in relation to trust, perceived authenticity and their ability to build parasocial relationships, particularly in the fashion industry on Instagram. The study combines a quantitative survey with 199 participants and qualitative interviews with eight Instagram users, using a mixed-methods approach. The results show that human influencers are perceived to be above AI influencers in terms of perceived expertise, trustworthiness and authenticity, leading to stronger parasocial interactions and higher purchase intentions. While AI influencers benefit from visually curated content and controlled brand messages, their lack of personal experience and emotional engagement limits their effectiveness in building trust and influencing consumer decisions. These findings contribute to the understanding of AI-driven influencer marketing and offer practical implications for brands considering AI influencers for their advertising strategies.

Date of Award	23 Apr 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mónica Amâncio da Silva Borges (Supervisor)