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@article{196238,
        author = {Varsha Kagada},
        title = {The Impact Of AI-Driven Influencer Marketing on Consumer Engagement},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {no},
        pages = {143-151},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=196238},
        abstract = {The integration of artificial intelligence (AI) into influencer marketing has redefined how brands connect with digital audiences. Social media platforms such as Instagram, TikTok, and YouTube increasingly rely on AI-powered algorithms to curate content, match brands with influencers, and optimize engagement outcomes. AI-driven influencer marketing uses machine learning, big data analytics, and predictive modeling to enhance targeting precision and content personalization, thereby influencing consumer engagement behaviors. This study explores how AI enhances the efficiency and effectiveness of influencer campaigns by analyzing audience data, engagement authenticity, sentiment patterns, and behavioral trends. AI tools enable brands to identify suitable influencers beyond vanity metrics such as follower count, focusing instead on engagement quality, audience relevance, and conversion probability. Additionally, AI-driven chatbots, automated content optimization tools, and virtual influencers provide interactive and immersive consumer experiences.AI, tools also facilitate content optimization by analyzing consumer preferences and recommending high-performing formats and posting times. Furthermore, chatbots and AI-generated virtual influencers are reshaping brand–consumer interactions by delivering personalized experiences.
Findings indicate that AI-driven influencer marketing significantly improves consumer engagement by increasing content relevance, authenticity perception, and timely communication. Personalized recommendations foster stronger emotional connections between brands and consumers, leading to higher trust and loyalty. However, challenges such as data privacy concerns, algorithmic bias, and ethical transparency remain critical considerations.
The study concludes that AI-driven influencer marketing enhances engagement effectiveness by combining data intelligence with human creativity. For marketers, adopting AI technologies strategically can lead to measurable improvements in engagement outcomes and return on investment. Future research may focus on empirical validation across industries and comparative analysis between AI-assisted and traditional influencer campaigns.},
        keywords = {Artificial intelligence (AI), Instagram, TikTok, YouTube, chatbots, Traditional influencer.},
        month = {April},
        }