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TRUVACE RECORD VERSION
record: TRV-2026-1903
version: 1
kind: certified
reason: Certified into the record
timestamp: 2026-10-19T10:43:13.338249Z
status: published
lens: trace
sector: crime
headline: PUBLIC PERCEPTION AND TRUST IN AI FOR FRAUD DETECTION AND INFLUENCER AUTHENTICITY IN INFLUENCER MARKETING
dek: The rapid growth of influencer marketing has created diverse opportunities for the brands to interact with the consumers. At the same time, concerns regarding manipulated follower counts, artificial engagement and questionable influencer authenticity have become increasingly relevant. Artificial Intelligence (AI) is used as a technological mechanism for finding skeptical patterns and supporting fraud detection. However, the use and acceptance of these systems are largely influenced by consumers’ perceptions and…
gain_title: Surveyed consumers generally support AI-based verification and favour brands using AI tools to evaluate influencers, suggesting AI can help improve authenticity in influencer marketing.
problem_title: Respondents raised concerns about transparency, privacy, false identification and possible bias in AI fraud detection, and complete trust in AI was limited.
trace_subject: Consumer trust in AI fraud detection for influencer marketing
gain_reading: Surveyed consumers generally support AI-based verification and favour brands using AI tools to evaluate influencers, suggesting AI can help improve authenticity in influencer marketing.
gain_evidence: generally support AI-based verification systems | favourable opinions regarding the use of AI tools by brands while evaluating influencers for collaboration
problem_reading: Respondents raised concerns about transparency, privacy, false identification and possible bias in AI fraud detection, and complete trust in AI was limited.
problem_evidence: Concerns relating to transparency, privacy, false identification and possible bias were also identified | complete trust was comparatively limited
quick_read: A descriptive study collected questionnaire responses from 70 people about AI systems that flag manipulated follower counts, artificial engagement and doubtful influencer authenticity. Respondents showed cautious acceptance, with half saying they somewhat trust AI.

The results matter because brands and platforms depend on consumer acceptance when deploying verification tools. Acceptance appears conditional on transparent, reliable and accountable systems, and the small sample leaves open how widely the views hold.
limitation: The findings rest on a descriptive questionnaire of only 70 respondents, so they reflect perceptions rather than measured fraud-detection performance.
tag: Dual reading
key_points: The study used a descriptive design with a structured questionnaire. | Half of respondents somewhat trusted AI-driven fraud detection, while complete trust was limited. | Respondents raised concerns about transparency, privacy, false identification and bias. | Consumers placed considerable importance on transparency and generally supported AI-based verification. | Respondents were favourable toward brands using AI tools to evaluate influencers for collaboration.
rundown: Influencer marketing has grown quickly, giving brands new ways to reach consumers while raising concerns about manipulated follower counts, artificial engagement and questionable authenticity. AI is used to find suspicious patterns and support fraud detection.

The authors examined consumer trust and concerns, as well as attitudes toward transparency, AI-based verification and measures meant to strengthen authenticity. Primary data came from 70 respondents.

The authors conclude that AI can contribute to improving authenticity in influencer marketing, but acceptance depends on the development of transparent, reliable and accountable systems.
sources:
- peer_reviewed | RCHUB JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT COMMERCE AND ECONOMICS (JCMCE) | https://doi.org/10.65725/jcmce/2s1/016 | 2026-10-18
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