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@article{186096,
        author = {Mr. Nanduri Anil Kumar and Dr.Krishna Mayi and Mr. M Ramesh Naik},
        title = {Impact of Artificial Intelligence on Influencer Marketing Strategies in Digital Commerce},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {6},
        pages = {100-106},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=186096},
        abstract = {In the evolving landscape of digital commerce, influencer marketing has emerged as a powerful tool for brands to connect with consumers. The integration of Artificial Intelligence (AI) into this domain has significantly transformed how brands select influencers, personalize content, and measure campaign performance. The need for this study stems from the current research gap while AI’s use in influencer analytics and targeting is growing, its role in strategic decision-making and long-term brand outcomes This study explores the impact of AI-driven tools on influencer marketing strategies, with focus on three keys
Primary data was collected using a structured questionnaire distributed among digital marketers, e-commerce managers, and social media professionals. The questionnaire focused on AI tools used, campaign personalization techniques, influencer selection criteria, and perceived outcomes. The collected data was interpreted using descriptive statistics and correlation analysis, followed by regression techniques to evaluate the impact of AI on strategic variables. 
Secondary data was collected from Role of AI-powered Instagram influencers driving consumers’ purchase intentions: An integration of SMIV & SOR framework Rohit Dhiman a, Narender Singh Bhati, The Role of Artificial Intelligence in Influencer Marketing Dr.  Muhammad Waqas Rana, Mohammad Shahnawaz Ashfaq, Dr. Faizah Yasir Jalbani 
The findings reveal that AI significantly enhances influencer selection through data-driven matching and predictive analytics. AI-based personalization increases consumer engagement, but its direct link to brand loyalty and ROI is still unclear, indicating the need for long-term, multi-stage campaign analysis. Based on the insights, this study suggests a more structured integration of AI in influencer marketing strategy, focusing not just on short-term metrics like clicks and views, but also on customer retention, brand advocacy, and profitability. 
In conclusion, AI has the potential to revolutionize influencer marketing, but brands must adopt a holistic, data-driven, and ethically grounded approach to fully leverage its benefits in the long run.},
        keywords = {Influencer Marketing, Artificial Intelligence (AI), Digital Commerce, Strategic Decision-Making, Brand Strategy,},
        month = {October},
        }