PhD Scholarship: Mitigating the dark side of AI-powered virtual influencers

Company Description About us
This project is hosted by the Department of Tourism and Marketing at Griffith Business School, known for its socially responsible, future-focused research and strong industry connections. Ranked #1 in Australia for Hospitality and Tourism (QS, 2024) and recognised as the top institution in Marketing (Australian Research Magazine, 2025), the Department combines academic excellence with real-world relevance to prepare graduates and researchers to lead in a global marketplace. The successful applicants will be based at Griffith University, Gold Coast (Queensland), working under the supervision of a team of leading scholars in digital marketing and AI-driven customer experiences. You will be supervised by Associate Professor Sara Thaichon (Griffith University) and co-supervised by other team members including Professor Scott Weaven (Griffith University), Associate Professor Park Thaichon (University of Southern Queensland), and Associate Professor Isaac Cheah (Curtin University). The broader research team also includes Professor Robert Palmatier (University of Washington; Sales and Marketing Strategy Institute, US). Griffith University’s sites are located on the lands of the Yugarabul, Yuggera, Jagera, Turrbal, Yugambeh and Kombumerri peoples. Job Description We are currently seeking two highly motivated PhD candidates to join an Australian Research Council (ARC)-funded Discovery Project titled “Mitigating the Dark Side of AI-powered Virtual Influencers.” This exciting opportunity will position you at the forefront of marketing, media, and technology research as you investigate how AI-generated virtual influencers affect young consumers’ body image, self-perception, and mental health. This project employs a mixed-method research design including qualitative interviews, large-scale surveys, and experimental simulations to examine how the realism of virtual influencers influence perceptions and behaviours. The ultimate goal is to identify the psychological and social risks of engaging with virtual influencers and to develop evidence-based strategies for designing and regulating more ethical, inclusive digital personas. Spanning from 2025 to 2028, this research will produce practical tools and insights for industry stakeholders and policymakers, helping to shape healthier and more inclusive online environments. The two PhD candidates will collaborate within the broader research program, but each may focus on complementary areas such as audience impacts and intervention design. Both PhD candidates will join a supportive and multidisciplinary team, working alongside world-leading researchers in digital marketing, consumer psychology, and AI ethics, including Associate Professor Sara Thaichon (Griffith University), Associate Professor Isaac Cheah (Curtin University), Associate Professor Park Thaichon (University of Southern Queensland), Professor Scott Weaven (Griffith University) and Professor Robert Palmatier (University of Washington; Sales and Marketing Strategy Institute, US). The ARC Discovery Project will deliver integrated research outcomes, including but not limited to:

• Identifying psychological risks associated with generative AI-powered influencers.
• Designing and evaluating inclusivity cues in virtual influencer profiles
• Developing industry and policy guidelines for the ethical use of virtual influencers.

This is an exciting opportunity to contribute to world-class research with the potential to influence marketing standards and digital wellbeing. Qualifications The selection of applicants for the award of higher degree research scholarships at Griffith University involves consideration of your academic merit and research background. To be successful within this role, you will be able to demonstrate strong research and writing skills, experience or interest in digital marketing, consumer psychology, or AI applications in media, and the ability to work independently and collaboratively. You will have evidence of a passion for social impact research and a strong desire to explore marketing technology, AI ethics and influencer marketing trends.

• Expressions of interest are welcome from domestic and international applicants.
• Applicants must have completed, or expect to complete, a bachelors degree with honours equivalent to first class or second class (division A) honours or a Masters degree (AQF Level 9) incorporating a significant research component of a standard comparable to a bachelor honours degree or be regarded by Griffith University as having an equivalent level of attainment in accordance with Schedule One of the HDR Scholarship Procedure.  For further information on the eligibility requirements for the program refer here.

Please note:

• Preferred candidates should have a background or experience in virtual influencers, influencer marketing, and AI technology.
• Preferred backgrounds include Marketing, Psychology, Media Studies, or related disciplines
• Experience with data analytics, particularly big data techniques, web scraping, Python programming, and experimental design is highly desirable.

International applicants should ensure that English Language Proficiency requirements for the program are met before formally applying. Applicants to research programs will need to show they meet:

1. A minimum overall band score of 6.5 on the IELTS (Academic) with no band score less than 6.0 OR
2. A minimum score of 575 on the paper-based TOEFL including a score of no less than 5.0 on the TWE OR
3. A score of 79 on the internet-based (iBT) TOEFL with no sub-score less than 19

Additional Information About the scholarship
The 2025 Griffith University Postgraduate Research Scholarship has an annual stipend of $34,752 (indexed) for a period of up to three years of full-time study. Please see the GUPRS Conditions of Award for more information. A successful International applicant will also be awarded a Griffith University International Postgraduate Research Scholarship to cover tuition fees for up to three years. Please see the GUIPRS Conditions of Award for more information. What Griffith offers
As a scholarship holder, you will study with a University that ranks among the top 2% worldwide and spans across campuses in South East Queensland. At Griffith University, we’ve worked hard to create a culture that will challenge you to be curious, creative and courageous. We also support the professional and personal development of all our HDR candidates and invest in the skills of our people. Griffith University values diversity, inclusion and flexibility and we encourage Aboriginal and Torres Strait Islander, and people of all backgrounds to apply. Griffith's strategic goals are to also increase the proportion of women in senior academic and administrative roles and in Science, Technology, Engineering, Mathematics and Medicine (STEMM) EoI process
Please do not select the “APPLY” button. All expressions of interest must be submitted to Associate Professor Sara Quach Thaichon, Professor Scott Weaven and Associate Professor Park Thaichon containing:

• Statement addressing your suitability for the project/scholarship
• Research proposal
• Evidence that you have completed a program with the required grades as detailed in the about you section, including a  copy of your academic transcript
• A curriculum vitae (CV) using the Griffith CV template
• Names of two referees

Closing date for expressions of interest is: Tuesday 15 July 2025 5pm AEST The preferred applicant will then be invited to apply for the program and scholarship on-line Further information
For project related enquiries please contact either:
Associate Professor Sara Quach Thaichon
Phone: (07) 555 28443
Email: [email protected] or Professor Scott Weaven
Phone: (07) 555 29216
Email: [email protected] or Associate Professor Park Thaichon
Phone: (07) 3470 4180
Email: [email protected] ; [email protected] For administration enquiries please contact:
Griffith Graduate Research School
Phone: (07) 3735 3817
Email: [email protected] Job Location I'm interestedI'm interested
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