The integration of artificial intelligence (AI) into influencer marketing is fundamentally reshaping how brands interact with consumers. AI-powered influencers, virtual personas, and algorithm-driven content curation are redefining key dimensions of consumer trust, authenticity, and engagement (Gambetti & Kozinets, 2024; Mouritzen et al., 2023; Thomas & Fowler, 2021). Unlike traditional influencers, AI-driven influencers are systematically designed to optimize content, adapt to audience preferences, and uphold brand consistency on a large scale.

While the adoption of AI in influencer marketing is expanding on a global scale, much of the existing research remains concentrated on Western markets, leaving cross-cultural differences in AI acceptance largely unexamined (Craig & Douglas, 2006). Cultural norms, digital literacy, and societal values significantly influence how consumers interact with AI-driven content, yet these variations remain insufficiently explored (Donthu et al., 2021; Castelo, 2023). In certain regions, AI influencers may be readily embraced for their novelty and efficiency, whereas in others, skepticism regarding AI’s influence on consumer behavior may be more pronounced (Karimova & Goby, 2021). A deeper understanding of these global differences is crucial for developing culturally adaptive and contextually effective AI-driven marketing strategies.

Therefore, this special issue aims to address the research gap by integrating interdisciplinary perspectives on the role of artificial intelligence in influencer marketing. We invite submissions that investigate AI’s influence on cultural dynamics, digital experiential consumption, and consumer well-being. Additionally, we encourage research that examines the ethical implications, the complexities of trust and authenticity, and branding strategies in the context of AI-driven influencer marketing.

List of topic areas

We invite researchers to submit original studies exploring the intersection of AI-driven influencer marketing, cultural dynamics, digital experiential consumption, and consumer well-being across global markets. This special issue aims to advance our understanding of AI’s role in reshaping trust, engagement, and ethical considerations. Suggested topics include, but are not limited to:

1. Cultural Influences on AI-Driven Influencer Marketing
   • How cultural values shape consumer trust, acceptance, and engagement with AI-powered influencers (Craig & Douglas, 2006; Castelo, 2023).
   • Regional differences in AI-driven personalization, algorithmic recommendations, and consumer preferences (Donthu et al., 2021; Karimova & Goby, 2021).
   • Cross-cultural comparisons of AI influencers’ effectiveness in different markets.
   • The role of misinformation, consumer skepticism, and AI transparency in influencer campaigns across diverse cultural contexts.
2. AI, Authenticity, and Consumer Trust
   • The authenticity paradox: AI influencers’ impact on credibility and emotional engagement globally.
   • How consumer perception of AI-driven recommendations varies across cultures.
   • Ethical concerns surrounding AI-based emotional manipulation, deepfake influencers, and transparency in digital marketing.
3. AI-Driven Experiential Consumption and Content Localization
   • AI’s role in adapting influencer marketing messages to different languages and cultures.
   • Effectiveness of AI-driven communication styles: direct vs. indirect messaging across cultures.
   • Challenges in AI translation, cultural misinterpretations, and algorithmic biases in influencer content.
4. Social Media Platforms and AI-Driven Influence
   • Platform-specific AI-driven influencer marketing strategies (e.g., Red, WeChat, TikTok, Instagram) and their impact on consumer engagement.
   • How AI optimizes influencer marketing across diverse digital ecosystems and varying consumer touchpoints.
5. Psychological and Societal Effects of AI in Influencer Marketing
   • The impact of AI-driven influencers on consumer decision-making, emotions, and behavior.
   • AI’s role in shaping digital well-being and its potential effects on mental health.
   • Societal implications of AI replacing human influencers in marketing campaigns and brand communication.
6. AI-Powered Personalization vs. Consumer Autonomy
   • Ethical considerations in hyper-personalized AI-driven influencer marketing strategies.
   • The balance between AI-driven engagement and consumer decision-making freedom.
7. Comparative Studies on AI Marketing Across Global Markets
   • AI-driven influencer marketing trends in developed vs. emerging markets.
   • Variations in AI adoption and consumer trust in Western vs. Eastern markets.
   • Global best practices for AI-driven influencer marketing strategies.
8. The Effectiveness of AI Influencers Across Product Categories
   • AI influencers’ performance in high-involvement vs. low-involvement purchasing decisions.
   • The effectiveness of AI influencers in promoting experience-based products (e.g., travel, luxury, and services) (Atkinson & Kang, 2021).
   • Consumer responses to AI influencers in B2B vs. B2C marketing.

We welcome interdisciplinary approaches, including qualitative, quantitative, and mixed-method research. Contributions from marketing, consumer psychology, AI ethics, and digital media studies are encouraged to provide a holistic understanding of AI’s evolving role in influencer marketing.

Submissions Information

Submissions are made using ScholarOne Manuscripts. Registration and access are available here.

Author guidelines must be strictly followed. Please see here.

Authors should select (from the drop-down menu) the special issue title at the appropriate step in the submission process, i.e. in response to ““Please select the issue you are submitting to”.

Submitted articles must not have been previously published, nor should they be under consideration for publication anywhere else, while under review for this journal.

Key deadlines

Opening date for manuscript submissions: 01/10/2025

Closing date for manuscript submissions: 31/12/2025

Guest editors

Lubna Nafees, PhD, Walker College of Business, Appalachian State University, USA, nafeesl@appstate.edu

Jie G. Fowler, Ph.D,  Harley Langdale Jr. College of Business Administration, Valdosta State University, USA, jgfowler@valdosta.edu

Mehak Bharti, Ph.D, Ted Rogers School of Management, Toronto Metropolitan University, Canada, mehak.bharti@torontomu.ca
For more details refer here

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