Abstract
The rapid development of generative artificial intelligence has transformed the contemporary media environment by enabling the creation of highly realistic digital personalities, virtual influencers and AI-generated social media content. Influencer communication, traditionally associated with human personality, interpersonal connection and perceived authenticity, is increasingly being mediated through artificially generated identities. This emerging phenomenon raises questions about whether audiences can develop trust and emotional connections with influencers whose identities and content are produced or significantly enhanced through artificial intelligence. The present study examines the relationship between perceived authenticity, credibility, trust and emotional engagement with AI-generated influencer content among Generation Z audiences. The study adopts a quantitative research design and proposes a structured survey of Gen Z social media users who regularly consume influencer content. The conceptual framework draws upon Source Credibility Theory, Parasocial Interaction Theory and the Stimulus-Organism-Response framework. The study focuses on perceived authenticity as a central construct and examines its relationship with audience trust, perceived credibility and emotional engagement. Existing research indicates that virtual influencers can develop credibility and parasocial relationships despite their artificial nature, while recent scholarship also suggests that authenticity may operate in multiple dimensions for artificial influencers. The study seeks to contribute to Mass Media and Communication research by examining how Gen Z negotiates the apparent contradiction between something being technologically artificial and simultaneously perceived as authentic, relatable and emotionally engaging. The findings may provide insights into changing notions of authenticity, mediated relationships and audience behaviour in an increasingly AI-mediated communication environment.