Social Media Influencers and Artificial Intelligence: Opportunities and Challenges: Will it be boom or doom for social media influencers?

Abstract

This study examines social media influencers’ (SMIs) perceptions of the role of artificial intelligence (AI) in advancing their relationships with followers, and their views of the opportunities/dangers of AI in assuring their authenticity. Adopting a qualitative phenomenological approach, the study explores how SMIs’ (a) perceive AI as a tool to help SMI activities and (b) perceive AI as a positive/negative effect on relationships with followers. Data was collected through 17 semi-structured interviews with Canadian SMIs in various fields. This study shows that AI is perceived to offer significant opportunities for SMIs including improved data analytics, enhanced connectedness, and strengthening SMIs’ relationships with their followers. However, SMIs are concerned about the dangers of AI, including loss of expressing ones’ true self and loss of honesty with their followers. Collectively, participants indicated concerns about their authenticity when AI is used. Additionally, this study reveals practical implications for SMIs by providing insights into opportunities and challenges being faced in the context of AI.