Influencers Could Disappear: Study Reveals Consumers Trust AI More Than Content Creators
52.5% of users prefer recommendations from artificial intelligence over human opinions, prompting brands to rethink their visibility and reputation strategies in today’s digital landscape.
A structural shift is underway in how consumers choose products, services, and even ideas. The rise of artificial intelligence (AI) and its integration into numerous platforms has begun to erode the influence once held by content creators and social media personalities.
A recent study conducted by LLYC and Appinio quantifies this transformation: 52.5% of surveyed consumers say they trust AI more than human influencers. This result signals potential repercussions for marketing, brand reputation, and online content.
A recent study conducted by LLYC and Appinio quantifies this transformation: 52.5% of surveyed consumers say they trust AI more than human influencers.
Why Content Creators May Be on the Way Out
The preference for AI-based recommendations isn’t random. In recent years, digital marketing has shifted from the personal authority of influencers to algorithmic prescription.
Brands now aim to position themselves within search engines, virtual assistants, and conversational systems that filter and rank information automatically. This new environment favors digital solutions like ChatGPT or AI-powered voice assistants, where responses are tailored to the user’s profile and specific needs.
The report argues that brand visibility and sales conversion no longer rely solely on social media presence, but on being cited, recommended, or suggested by algorithms trained on consumer behavior, search patterns, and global databases. This requires a strategic approach distinct from traditional influencer marketing.
This new environment favors digital solutions like ChatGPT or AI-powered voice assistants, where responses are tailored to the user’s profile and specific needs.
How AI Is Shaping the Job Market
Other studies reinforce this shifting landscape. A report published by the International Labour Organization (ILO) in collaboration with Poland’s National Research Institute (NASK) indicates that 25% of jobs worldwide could be affected by automated tools like generative AI.
However, experts clarify that the dominant trend is task transformation rather than total job elimination, especially in high-income countries and roles involving administration or cognitive analysis.
In marketing, this phenomenon presents immediate challenges for brands and their communication strategies. Influencers traditionally served as relatable intermediaries, capable of crafting narratives and building audience connection. But the saturation of paid collaborations and perceived loss of authenticity have led consumers to seek more neutral, interest-free advice.
AI, with its ability to process vast amounts of data and operate independently of promotional ties, is beginning to fill that trust gap.
AI, with its ability to process vast amounts of data and operate independently of promotional ties, is beginning to fill that trust gap.
The study also highlighted that influencer credibility has declined due to message diversity and the growing sophistication of digital consumers, who now consult comparisons, analyses, and multiple sources before making a purchase.
AI algorithms not only deliver instant answers — they analyze context, history, and preferences, enabling personalized and relevant recommendations.
Brands aiming to maintain relevance and conversion will need to design strategies that optimize their products and messaging for indexing and recommendation by AI systems. Traditional visibility through influencer collaborations may lose ground to the competition for appearing in the top responses of automated assistants and conversational engines.
Influencers, once central to digital marketing, must adapt to an audience that is shifting its trust toward automated tools. Meanwhile, artificial intelligence is solidifying its role as the most influential and reliable filter of information for millions of consumers in today’s digital world.
Links
- AI Influencers Are Changing – Can You Adapt? – Socially Powerful
- Sell your pre-owned AI device online – iGotOffer
AI Influencers Are Making Over $10,000 Per Month… Let’s Build One [Video]
Video uploaded by David Bombardo on January 6, 2024.
Facebook
Twitter
RSS