Resumen
This study investigates the evolving role of artificial intelligence (AI) in consumer decision-making, particularly in comparison to traditional human influencers. As consumer trust in social media influencers has declined, largely due to concerns about the financial motivations behind endorsements, AI tools such as ChatGPT have emerged as perceived neutral intermediaries. The research aims to understand whether AI systems can replace human influencers in shaping purchasing decisions and, if so, in which sectors. A mixed-methods approach was employed, involving a quantitative survey of 478 participants with prior experience using both AI tools and interacting with social media influencers, complemented by 15 semi-structured interviews. The results reveal that AI is favoured over human influencers in product categories where objectivity and precision are critical, such as electronics and sporting goods, while human influencers remain influential in emotionally driven sectors like fashion and beauty. These findings suggest that the future of marketing will show a reduced need for human social media influencers and may involve a hybrid model where AI systems dominate data-driven recommendations and human influencers continue to foster emotional engagement. This shift has important implications for brands as they adapt to changing consumer trust dynamics.