Chapter 4: Decoding the Consumer Mimic: Influencers, Algorithms and the Future of Marketing

As Artificial Intelligence and machine learning (ML) permeate diverse aspects of daily life, a new category of ‘consumer mimic technology’ has emerged, promising personalised and efficient user experiences. The purpose of this chapter is to gain a better understanding of consumer mimic technology in relation to influencer marketing through a robust methodology that combines qualitative and quantitative analysis and discusses its applications, impacts and ethical ramifications. The analysis reveals how mimic technology shapes consumer behaviour via highly tailored influencer content. Findings suggest these systems effectively drive engagement and purchasing decisions by leveraging emotional connections and projecting credibility. However, the extensive tracking of personal data to enable mimic algorithms frequently disregards user privacy and transparency. As this chapter highlights, personalisation must be balanced with ethical boundaries, and mimicry technology should be developed in a manner that empowers consumers while avoiding harm to them. At the intersection of marketing, consumer behaviour, ML and privacy, this work elucidates the promise and peril of this rapidly evolving field. With the advancement of these technologies, further research can help promote ethical innovation.