Introducing the special issue on influencer marketing with extension into synthetic word of mouth: How AI shapes the future of influencer marketing

Artificial intelligence (AI) is transforming word of mouth (WOM) and influencer marketing. This development gives rise to synthetic WOM, a form of WOM in which AI participates in creating, mediating, evaluating, and/or acting on the consumption-related communication. Despite its growing prevalence, existing research has not fully conceptualized synthetic WOM or explained how consumers perceive varying degrees of machine involvement in WOM content. This article addresses these gaps by developing a conceptual framework that integrates AI into the core WOM elements of source, message, channel, and receiver. This article also introduces the notion of degree of syntheticity, defined as consumers’ perceptions of the extent to which WOM reflects machine-driven rather than human-driven processes, and conceptualizes it as a multidimensional construct encompassing narrative, voice, appearance, and consumption syntheticity. Building on this framework, this article outlines key directions for future research, including the role of AI agents as communicators and receivers, AI-to-AI WOM environments, and the potential dark and regulatory implications of synthetic WOM. This work advances understanding of how AI reshapes WOM and offers a foundation for future theory and research.