Trust in tech: Why AI outpaces human influencers in consumer minds

Rather than positioning AI and human influencers as competitors, the study advocates for a hybrid model that leverages the strengths of both. AI systems can analyze market trends, identify consumer needs, and deliver objective recommendations, while human influencers can add the emotional touch needed to create brand loyalty. This complementary approach allows businesses to cater to diverse consumer preferences, ensuring both precision and emotional engagement.

The world of consumer decision-making is undergoing a profound transformation, driven by the rise of artificial intelligence (AI) tools. Traditional marketing strategies have long relied on human influencers to connect emotionally with audiences, creating trust through personal narratives and authenticity. However, consumer trust in social media influencers has waned due to growing skepticism about their financial motivations and lack of transparency.

In contrast, AI systems such as ChatGPT and other machine learning-powered tools are emerging as trusted sources of unbiased, data-driven recommendations. This pivotal shift is thoroughly examined in "The Shifting Influence: Comparing AI Tools and Human Influencers in Consumer Decision-Making," authored by Michael Gerlich and published in AI 2025, 6, 11. The study explores the comparative strengths of AI tools and human influencers, offering insights into how each shapes consumer trust, preferences, and purchasing behaviors.

The trust gap: AI vs. human influencers

The study identifies a significant change in consumer trust dynamics. Human influencers, once regarded as authentic voices for brands, are increasingly scrutinized for their financial ties to sponsors. This erosion of trust is particularly notable among younger consumers, who seek transparency and objectivity in product recommendations. AI tools fill this gap by providing tailored, data-driven insights that are perceived as impartial.

For instance, when recommending electronics or sporting goods, AI systems outperform human influencers by analyzing vast datasets, including product specifications, user reviews, and expert opinions. Unlike human influencers, who may prioritize paid endorsements, AI systems deliver recommendations based on objective criteria, enhancing consumer confidence. According to the study, 62% of surveyed Millennials and Generation Z consumers trust AI systems over human influencers for decisions requiring technical accuracy or significant financial investment, such as purchasing a smartphone or home appliance.

However, the study also notes that the trust consumers place in AI is contingent on the system’s transparency. Consumers value AI tools that explain the rationale behind their recommendations, reinforcing the importance of explainability in building trust.

Human Influencers: Emotional connection and aspirational marketing

While AI excels in data-driven precision, human influencers retain a stronghold in industries where emotional engagement and aspirational marketing play a central role. Fashion, beauty, and luxury goods are prime examples where the influence of human personalities is difficult to replicate. The study highlights that human influencers create compelling narratives, share personal experiences, and foster community engagement, all of which resonate deeply with audiences.

For example, a beauty influencer might share a tutorial demonstrating how a product improves their appearance, weaving personal stories into the promotion. These emotional connections encourage consumers to associate the product with the influencer’s lifestyle and authenticity, creating a sense of aspiration and belonging. Gerlich’s research indicates that 78% of respondents in these industries prefer recommendations from human influencers, suggesting that emotional relatability remains a critical factor in certain consumer decisions.

AI’s edge in objectivity and personalization

AI tools, on the other hand, dominate in their ability to analyze consumer preferences and deliver hyper-personalized recommendations. Machine learning algorithms can track browsing behavior, purchase history, and even social media activity to craft recommendations tailored to individual needs. For example, an AI-driven e-commerce platform can suggest products based on previous purchases while considering factors such as budget, functionality, and user reviews. This level of precision allows AI to cater to specific consumer needs more effectively than human influencers.

The study underscores AI’s ability to adapt recommendations in real-time, a feature particularly valuable in fast-paced industries like electronics and travel. Additionally, AI systems provide scalability, enabling brands to engage with a global audience without the logistical limitations faced by human influencers. This scalability makes AI an indispensable tool for businesses aiming to expand their reach and optimize their marketing efforts.

The hybrid future: Blending AI and human influence

Rather than positioning AI and human influencers as competitors, the study advocates for a hybrid model that leverages the strengths of both. AI systems can analyze market trends, identify consumer needs, and deliver objective recommendations, while human influencers can add the emotional touch needed to create brand loyalty. This complementary approach allows businesses to cater to diverse consumer preferences, ensuring both precision and emotional engagement.

For instance, a brand might use AI to analyze consumer data and identify emerging trends, which can then inform influencer campaigns designed to emotionally connect with target audiences. In this way, AI and human influencers work in tandem, creating a holistic marketing strategy that addresses both rational and emotional aspects of consumer behavior. The study suggests that brands adopting this dual approach are better positioned to build trust and foster long-term customer relationships.

Overcoming challenges and ethical considerations

Despite its advantages, the integration of AI into marketing is not without challenges. One major concern is the potential for algorithmic bias, which can inadvertently skew recommendations and undermine consumer trust. For example, if an AI system disproportionately recommends products from certain brands due to biased training data, it risks alienating consumers. Addressing this issue requires ongoing efforts to improve the fairness and transparency of AI algorithms.

Ethical considerations also play a significant role in the use of AI for consumer decision-making. Consumers are increasingly aware of data privacy issues and expect brands to handle their information responsibly. The study emphasizes the importance of clear communication about how data is collected, stored, and used, as well as the need for robust security measures to protect consumer information.

Implications for the marketing industry

The research has profound implications for the marketing industry, signaling a shift towards more data-driven and consumer-centric approaches. The rise of AI tools challenges brands to rethink their reliance on human influencers and explore how technology can enhance their marketing strategies. At the same time, the enduring appeal of human influencers underscores the need for a balanced approach that incorporates both emotional and rational elements.

As AI continues to evolve, its integration into marketing will likely expand to include emotional AI, capable of interpreting and responding to consumer emotions. This development could further blur the lines between AI tools and human influencers, creating a new era of marketing innovation.