DIGITAL RENEWAL OF INFLUENCER MARKETING IN THE CONTEXT OF THE ACTIVE DEVELOPMENT OF ARTIFICIAL INTELLIGENCE TECHNOLOGIES

Abstract

This article investigates the profound transformative effects of artificial intelligence (AI) technologies on the field of influencer marketing within the broader context of the rapidly evolving digital economy. Through an in-depth examination of real-world case studies, structured expert surveys, and comprehensive analysis of contemporary statistical information, the research identifies the principal pathways through which influencer marketing is being reshaped by advanced AI applications. The study reveals that the deployment of AI-powered tools significantly improves targeting precision, facilitates hyper-personalized content delivery, optimizes the identification and engagement of relevant influencers. Simultaneously, the article underscores the emergence of new challenges, including the critical need to maintain transparency in influencer-audience interactions, preserve consumer trust, ensure ethical management of personal and behavioral data, and mitigate potential risks of manipulative or misleading marketing practices. The findings suggest that sustainable and effective development of influencer marketing depends on a carefully balanced integration of innovative digital technologies and responsible governance strategies. Moreover, the research highlights the increasing prominence of virtual influencers, AI-generated content, and generative media in shaping communication strategies, fostering audience engagement, and influencing consumer perceptions. It further emphasizes the importance of adapting organizational policies, regulatory standards, and industry best practices to support ethical, accountable, and socially responsible applications of AI in marketing. By synthesizing theoretical insights with empirical evidence. The study ultimately demonstrates that the future evolution of influencer marketing is intrinsically linked to a strategic alignment between cutting-edge digital tools, transparent engagement practices, and robust ethical oversight, creating new opportunities for efficiency, personalization, and sustainable audience relationship management.