CAN ARTIFICIAL INFLUENCERS BE AUTHENTIC? THE ROLE OF AI DISCLOSURE IN THE AUTHENTICITY–TRUST–PURCHASE INTENTION PARADOX IN SOCIAL COMMERCE
  https://doi.org/10.65725/JCMCE/2/4/014
JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE) 
ISSN: 3108-3501
Volume 2 Issue 4, October -December 2026

Abstract:
The rapid emergence of Artificial Intelligence (AI) in social media has introduced Artificial Influencers as a new form of digitally constructed endorser, challenging conventional assumptions about authenticity, trust, and consumer behaviour. Unlike human influencers, Artificial Influencers are technologically created personas whose appearance, personality, communication, and interactions can be deliberately designed and controlled. This raises an important question: Can consumers perceive an Artificial Influencer as authentic when they are aware of its artificial nature? The present study examines the role of AI disclosure in shaping perceived authenticity and explores how authenticity relates to consumer trust and purchase intention in the context of social commerce. The study specifically addresses an emerging authenticity–trust–purchase intention paradox, whereby consumers may recognise an influencer as artificial, perceive limitations in its authenticity, and nevertheless remain willing to trust its recommendations or consider purchasing promoted products.

A quantitative, exploratory, and cross-sectional research design was adopted. Primary data were collected through a structured online questionnaire from 30 social-media users using non-probability convenience sampling. The questionnaire examined respondents’ social-media exposure, awareness of Artificial Influencers, perceptions of AI disclosure, perceived authenticity, consumer trust, and purchase intention. Frequency and percentage analysis were used to describe response patterns, while Spearman’s rank-order correlation was employed to examine associations among the principal constructs. Given the small sample size, the study is positioned as an exploratory investigation and does not seek to establish population-level generalisation or definitive causal relationships.

The findings indicate that AI disclosure has a dual significance in consumer evaluation. While 73.3% of respondents supported AI disclosure always or in most cases, disclosure was also associated with increased scrutiny of recommendations and greater concerns regarding genuineness. At the same time, 73.3% of respondents indicated that an Artificial Influencer could be perceived as authentic under certain circumstances, particularly when communication was relatable and consistent. However, 70.0% reported that awareness of AI generation reduced their perception of authenticity to some degree. Consumer trust appeared to be conditional rather than automatic, with respondents emphasising transparency, credibility, consistency, product relevance, and information verification. Purchase intention was similarly cautious, with respondents indicating that willingness to purchase depended on the product and the credibility of the recommendation.

The study concludes that artificiality and authenticity should not be treated as mutually exclusive concepts. Consumers may simultaneously recognise the technological construction of an Artificial Influencer, experience reduced perceptions of genuineness, and still regard the influencer as sufficiently credible to support trust and purchase consideration. The findings therefore provide preliminary support for the authenticity–trust–purchase intention paradox and suggest that AI disclosure functions not simply as a mechanism that reduces authenticity, but as a transparency cue that can coexist with scepticism. The study contributes to the emerging literature on AI-mediated influencer marketing by integrating AI disclosure, perceived authenticity, consumer trust, and purchase intention within a single exploratory framework. For marketers, the findings highlight the importance of transparent disclosure, credible and verifiable product information, consistent communication, and responsible consumer engagement when deploying Artificial Influencers in social commerce.

Authors: Mr. Mohammed Saadh, Ms. Swetha L, Dr. Shriram K

Keywords: Artificial Influencers; AI Disclosure; Perceived Authenticity; Consumer Trust; Purchase Intention; Social Commerce; Influencer Marketing; Artificial Intelligence