Authors : Dr. Shruti Goel; Devesh Verma

Volume/Issue : Volume 11 - 2026, Issue 4 - April

Google Scholar : https://tinyurl.com/4v8cvtya

DOI : https://doi.org/10.38124/ijisrt/26apr1183

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : This paper will look at how Ai-generated content and virtual influencers affect the perception, trust, and brand credibility of consumers with the digital marketing landscape in India. The study integrates both quantitative and qualitative data to gather the perspectives of 60 active social media users on the subject by means of structured questionnaires and the qualitative data acquired by means of open- ended responses. The paper discusses the perceived authenticity, transparency, emotional attachment and persuasiveness of AI generated influencer content by consumers. The results indicate that AIbased influencers are becoming more prominent and acceptable especially among younger, digitally active consumers. But the level of trust is still moderate with the respondents continuing to doubt the authenticity, emotional depth and credibility in comparison with human influencers. Although AI influencers are valued because of being creative, consistent, scalable and enhancing brand image, they are frequently viewed as less relatable and trustworthy on an emotional level. One of the main conclusions is that the open demonstration of AI influence has a positive impact on consumer trust and brand image. When brands transparently act on the use of AI- generated influencers offer cost-effective and scalable branding opportunities, consumer trust still depends on human- like authenticity and ethical transparency. Thus, in India, brands need to take a middle ground between AI performance and emotional realism, to maintain credibility and consumer connection.

Keywords : Artificial Intelligence, Virtual Influencers, Influencer Marketing, Consumer Trust, Brand Credibility, Authenticity.

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