A STUDY ON AI-GENERATED INFLUENCERS ON CONSUMER PERCEPTION

AI-generated influencers, virtual personalities powered by artificial intelligence, digital modeling, and machine learning, are transforming digital marketing. This study examines their effects on consumer perceptions, focusing on Indian brands boAt and Myntra, which use influencers like Kyra and Maya. Through surveys of 106 Mumbai respondents, it explores awareness, trust, realism, relatability, and purchase intent. Findings show high awareness but low trust and relatability compared to human influencers, with Myntra's Maya slightly outperforming boAt's Kyra. Ethical concerns like transparency and misleading content persist.