Behind the Influencer is a speculative media and marketing project that explores the growing role of artificial intelligence within influencer culture. Framed as a campaign for a fictional perfume brand, the project centres on the creation and promotion of a virtual influencer, examining the creative potential of AI while critically addressing the influence of synthetic identities in advertising.
The project investigates how AI‑generated personas can shape consumer perception, trust, and desire, drawing particular attention to the use of neuromarketing techniques within digital advertising. By replicating familiar influencer marketing strategies, Behind the Influencer encourages audiences to question authenticity online and engage more critically with the content they consume, rather than accepting it passively.
Audience perspectives are gathered and presented through video content, adding an additional layer of reflection on how users respond to AI‑driven influencers. Overall, the project aims to raise awareness of emerging technologies in marketing, while highlighting both the innovative possibilities and ethical implications of AI within contemporary digital culture.
