The Shifting Influence: Comparing AI Tools and Human Influencers in Consumer Decision-Making
This study investigates the evolving role of artificial intelligence (AI) in consumer decision-making, particularly in comparison to traditional human influencers. As consumer trust in social media influencers has declined, largely due to concerns about the financial motivations behind endorsements,...
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| Format: | Article |
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MDPI AG
2025-01-01
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| Series: | AI |
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| Online Access: | https://www.mdpi.com/2673-2688/6/1/11 |
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| author | Michael Gerlich |
| author_facet | Michael Gerlich |
| author_sort | Michael Gerlich |
| collection | DOAJ |
| description | This study investigates the evolving role of artificial intelligence (AI) in consumer decision-making, particularly in comparison to traditional human influencers. As consumer trust in social media influencers has declined, largely due to concerns about the financial motivations behind endorsements, AI tools such as ChatGPT have emerged as perceived neutral intermediaries. The research aims to understand whether AI systems can replace human influencers in shaping purchasing decisions and, if so, in which sectors. A mixed-methods approach was employed, involving a quantitative survey of 478 participants with prior experience using both AI tools and interacting with social media influencers, complemented by 15 semi-structured interviews. The results reveal that AI is favoured over human influencers in product categories where objectivity and precision are critical, such as electronics and sporting goods, while human influencers remain influential in emotionally driven sectors like fashion and beauty. These findings suggest that the future of marketing will show a reduced need for human social media influencers and may involve a hybrid model where AI systems dominate data-driven recommendations and human influencers continue to foster emotional engagement. This shift has important implications for brands as they adapt to changing consumer trust dynamics. |
| format | Article |
| id | doaj-art-38d52f9d61344ba88ef54c71d6e91354 |
| institution | Kabale University |
| issn | 2673-2688 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | AI |
| spelling | doaj-art-38d52f9d61344ba88ef54c71d6e913542025-01-24T13:17:23ZengMDPI AGAI2673-26882025-01-01611110.3390/ai6010011The Shifting Influence: Comparing AI Tools and Human Influencers in Consumer Decision-MakingMichael Gerlich0Center for Strategic Corporate Foresight and Sustainability, SBS Swiss Business School, 8303 Kloten-Zurich, SwitzerlandThis study investigates the evolving role of artificial intelligence (AI) in consumer decision-making, particularly in comparison to traditional human influencers. As consumer trust in social media influencers has declined, largely due to concerns about the financial motivations behind endorsements, AI tools such as ChatGPT have emerged as perceived neutral intermediaries. The research aims to understand whether AI systems can replace human influencers in shaping purchasing decisions and, if so, in which sectors. A mixed-methods approach was employed, involving a quantitative survey of 478 participants with prior experience using both AI tools and interacting with social media influencers, complemented by 15 semi-structured interviews. The results reveal that AI is favoured over human influencers in product categories where objectivity and precision are critical, such as electronics and sporting goods, while human influencers remain influential in emotionally driven sectors like fashion and beauty. These findings suggest that the future of marketing will show a reduced need for human social media influencers and may involve a hybrid model where AI systems dominate data-driven recommendations and human influencers continue to foster emotional engagement. This shift has important implications for brands as they adapt to changing consumer trust dynamics.https://www.mdpi.com/2673-2688/6/1/11AIartificial intelligenceconsumersinfluencersconsumer behaviourconsumer trust |
| spellingShingle | Michael Gerlich The Shifting Influence: Comparing AI Tools and Human Influencers in Consumer Decision-Making AI AI artificial intelligence consumers influencers consumer behaviour consumer trust |
| title | The Shifting Influence: Comparing AI Tools and Human Influencers in Consumer Decision-Making |
| title_full | The Shifting Influence: Comparing AI Tools and Human Influencers in Consumer Decision-Making |
| title_fullStr | The Shifting Influence: Comparing AI Tools and Human Influencers in Consumer Decision-Making |
| title_full_unstemmed | The Shifting Influence: Comparing AI Tools and Human Influencers in Consumer Decision-Making |
| title_short | The Shifting Influence: Comparing AI Tools and Human Influencers in Consumer Decision-Making |
| title_sort | shifting influence comparing ai tools and human influencers in consumer decision making |
| topic | AI artificial intelligence consumers influencers consumer behaviour consumer trust |
| url | https://www.mdpi.com/2673-2688/6/1/11 |
| work_keys_str_mv | AT michaelgerlich theshiftinginfluencecomparingaitoolsandhumaninfluencersinconsumerdecisionmaking AT michaelgerlich shiftinginfluencecomparingaitoolsandhumaninfluencersinconsumerdecisionmaking |