Percepcja autentyczności AI influencerów w marketingu
Perception of authenticity of AI influencers in marketing

Summary/Abstract: The development of artificial intelligence in recent years has led to the emergence of synthetic influencers on the business market - digitally generated virtual characters who run their profiles on social media, often promoting products or services. This phenomenon raises questions about the perception of authenticity and trust in the brand, especially among Generation Z, as the youngest generation of consumers on the market, already growing up in the digital world. The study allowed us to determine whether and to what extent consumers from Generation Z trust brands represented by digital characters and what factors influence the building or loss of this trust. We also examined the perception of this generation in relation to traditional influencers and purchase intentions depending on the type of influencer. The study was conducted as a cross-group experiment with randomization of respondents to two groups: a campaign with the participation of a traditional influencer and a campaign with the participation of a synthetic influencer. After familiarizing themselves with the video material, the study participants completed a questionnaire assessing: the authenticity of the influencer, identification with him, brand credibility and purchase intention. This design of the experiment allowed for a comparison of participants' reactions to the independent variable while maintaining the consistency of the advertising message.

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