The rapid integration of artificial intelligence (AI) into digital marketing has transformed the influencer ecosystem, giving rise to a new category of promotional agents known as AI-generated influencers (Cotter & Smith, 2023). These virtual personas, created using advanced generative models and computer graphics, now hold significant presence across major platforms. Industry reports show that the AI influencer market is expanding rapidly, with the global virtual influencer industry valued at USD 4.6 billion in 2022, projected to surpass USD 50 billion by 2030 as brands increasingly adopt digital avatars in their campaigns (Insider Intelligence, 2023). Leading virtual personalities such as Lil Miquela, who has accumulated over three million followers, have collaborated with global brands including Prada, Samsung, and Calvin Klein, reflecting the mainstream acceptance and commercial influence of AI-driven characters. Furthermore, nearly 60% of Gen Z consumers report following at least one virtual influencer, and 35% have purchased products promoted by AI personas (HypeAuditor, 2023), highlighting the substantial consumer reach of these emergent entities.

From a managerial perspective, brands are drawn to AI influencers because they offer complete creative control, consistent brand alignment, scalability, and reduced operational risk compared to human influencers. AI influencers do not age, misbehave, or require contractual renegotiations, making them strategically appealing for long-term campaigns (Audrezet et al., 2020). In addition, AI influencers can be programmed to represent diverse identities, enabling brands to tailor messaging to niche audiences with unprecedented precision. However, despite their growing popularity, brands face a critical challenge: consumers may perceive AI influencers as less authentic, less trustworthy, and lacking real human experiences—factors known to be central to effective influencer persuasion (Audrezet et al., 2020; Lou & Yuan, 2019). Thus, understanding how consumers psychologically evaluate AI influencers is vital for brands to deploy them effectively without unintentionally damaging brand equity.

Despite the growing commercial relevance of AI-generated influencers, academic research on consumer responses to them remains limited and fragmented. Existing studies have predominantly focused on human influencers, examining dimensions such as authenticity, credibility, attractiveness, and parasocial interaction (Srinivas & Rutz, 2024). However, these findings may not translate to AI influencers, who fundamentally differ in their lack of emotional depth, lived experience, and genuine self-presentation. While recent industry reports highlight rising adoption, scholarly research has not sufficiently explored how AI influencers impact core consumer behavior variables such as perceived authenticity, brand trust, and engagement intention (Chung & Kim, 2021). Moreover, there is very limited empirical evidence on whether explicit disclosure—stating that the influencer is AI-generated—exacerbates or mitigates consumer skepticism. Finally, although digital literacy is theorized to shape how consumers interpret AI-driven content, its moderating role has not been rigorously tested within experimental settings. These gaps underscore the urgent need for systematic, quantitative research to evaluate how consumers psychologically process AI-generated influencers and how these judgments influence brand-related outcomes.