DIGITALNE TEHNOLOGIJE, VEŠTAČKA INTELIGENCIJA I PONAŠANJE POTROŠAČA: UTICAJ INFLUENSERA
DIGITAL TECHNOLOGIES, AI AND CONSUMER BEHAVIOR: THE INFLUENCE OF INFLUENCERS

Summary/Abstract: The goal of the paper is to conduct a comprehensive secondary research study to analyze the interplay between digital technologies, artificial intelligence (AI), influencers, and consumer behavior. Through the synthesis of existing literature and data from relevant sources, the study examines how influencers leverage digital platforms like YouTube, Instagram, and TikTok to influence consumer preferences and purchasing decisions. The COVID-19 pandemic has accelerated the reliance on influencers as consumers increasingly shift to online shopping and trust recommendations from their favorite digital personalities. Results show that AI tools play a pivotal role in enhancing influencer effectiveness by enabling personalized content creation and leveraging data-driven insights to optimize engagement and conversion rates for brands. Additionally, the emergence of AI-generated virtual influencers marks a notable trend in expanding the influence landscape. Secondary research underscores the transformative impact of digital technologies and AI on reshaping consumer behavior and marketing strategies. To conclude, it could be said that brands can achieve higher returns on investment (ROI) by harnessing the synergy between influencers and AI- driven analytics. This study provides a robust understanding of how these elements intersect, offering valuable insights into navigating the evolving landscape of digital marketing.

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