Generative AI as a Digital Influencer on Visual Content Marketing: The Ethical Dilemma
Document Type
Article
Source of Publication
Strategies Dynamics and Societal Impacts of Digital Influencer Marketing
Publication Date
1-30-2026
Abstract
Visually attractive content has emerged as a key component of effective marketing approaches. As mass communication devices and visual technologies dominate our lives, companies are becoming increasingly dependent on visual content to draw customer’s attention. Artificial intelligence (AI), especially Gen- AI, is revolutionising how brands create and deliver content. Gen- AI seems to replicate the impact of social media influencer and train on users’ data to establish trends. In this chapter, the intersection between visual content marketing and generative AI will be examined, focusing specifically on how AI- driven tools help companies create personalised and engaging visual content. Furthermore, the applications of generative AI as a digital influencer in marketing will be explored, alongside its challenges and potential to enhance creativity. This chapter combines sentiment analysis and consumer behaviour to highlight how visual content marketing is being transformed through Gen- AI, allowing companies to develop actionable strategies to ensure a competitive advantage.
DOI Link
ISBN
[9798337359168, 9798337359182]
Publisher
IGI Global Scientific Publishing
First Page
159
Last Page
174
Disciplines
Business
Keywords
Influencer marketing (0.62), Component (thermodynamics) (0.58), Key (lock) (0.55), Computer science (0.54), Intersection (aeronautics) (0.54), Social media (0.48), Digital marketing (0.47), Digital content (0.47), Digital media (0.38), Generative grammar (0.37), Content marketing (0.36), Generative model (0.36), Multimedia (0.34), Data science (0.33), Marketing (0.31), Visual communication (0.3), Target audience (0.3), Advertising (0.3), Online advertising (0.29), World Wide Web (0.28), Sentiment analysis (0.26), Business (0.26), Content (measure theory) (0.25)
Scopus ID
Recommended Citation
Ayertey, Samuel; Panditharathna, Roshan; Mohamad, Mostafa; and Laryeafio, Michael Nii, "Generative AI as a Digital Influencer on Visual Content Marketing: The Ethical Dilemma" (2026). All Works. 7933.
https://zuscholars.zu.ac.ae/works/7933
Indexed in Scopus
yes
Open Access
no