The Rise of AI-Generated Influencers: Cybersecurity, Trust, and the Future of Social Media Marketing in Morocco

This study analyzes the impact of artificial intelligence-generated virtual influencers on consumer trust and purchase intention in the context of digital marketing in Morocco. By mobilizing the theoretical frameworks of authenticity, brand trust and perceived cybersecurity risk, the research examines how the type of influencer (virtual versus human) shapes consumer attitudes and behaviors. A quantitative survey was conducted among 230 Moroccan social network users, measuring perceived authenticity, brand trust, purchase intention, influencer type and perceived cybersecurity risk. The results reveal a strong positive relationship between perceived authenticity and brand trust, as well as between brand trust and purchase intention. Human influencers are perceived as significantly more authentic than their virtual counterparts. Above all, the analysis shows that the perception of cybersecurity risk moderates the effect of influencer type on purchase intention: as security concerns increase, so does the preference for human influencers. These results underline the need for marketing professionals to integrate issues of digital trust, transparency and security into the design of their campaigns with virtual influencers. The study contributes to a better understanding of the challenges and opportunities associated with AI-driven marketing in specific cultural contexts, and opens up prospects for future research into digital ethics and consumer-perceived risk management.