PhD Scholarship: Mitigating the Dark Side of AI‑powered Virtual Influencers
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 Associate Professor Sara Thaichon (Griffith University) and co‑supervised by 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).
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 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.
The project employs a mixed‑method research design including qualitative interviews, large‑scale surveys, and experimental simulations to examine how the realism of virtual influencers influences 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.
* 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.
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 bachelor's degree with honours equivalent to first class or second class (division A) honours, or a Master's degree (AQF Level 9) incorporating a significant research component comparable to a bachelor honours degree—or be regarded by Griffith University as having an equivalent level of attainment.
* 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.
English Language Proficiency Requirements
* Minimum overall band score of 6.5 on the IELTS (Academic) with no band score less than 6.0; or
* Minimum score of 575 on the paper‑based TOEFL including a score of no less than 5.0 on the TWE; or
* Score of 79 on the internet‑based (iBT) TOEFL with no sub‑score less than 19.
Additional Information
About the scholarship
The 2026 Griffith University Postgraduate Research Scholarship has an annual stipend of $35,656 (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 at a university that ranks among the top 2% worldwide and spans across campuses in South East Queensland. Griffith University values diversity, inclusion and flexibility and encourages Aboriginal and Torres Strait Islander peoples, and people of all backgrounds to apply. The university's strategic goals include increasing the proportion of women in senior academic and administrative roles and in STEMM.
EoI process
Please do not select the "APPLY" button. All expressions of interest must be submitted to Associate Professor Sara Thaichon, Professor Scott Weaven and Associate Professor Park Thaichon containing:
* Statement addressing your suitability for the project/scholarship.
* Research proposal.
* Evidence of completion of a program with the required grades, 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: Friday, 27 February 2026 5:00 pm AEST.
The preferred applicant will then be invited to apply for the program and scholarship online.
Contact Information
Associate Professor Sara Thaichon
Phone: (07) 555 28***
Email: **********@griffith.edu.au
Professor Scott Weaven
Phone: (07) 555 29***
Email: ********@griffith.edu.au
Associate Professor Park Thaichon
Phone: 4***
Email: *************@unisq.edu.au; **********@griffith.edu.au
Griffith Graduate Research School
Phone: 3***
Email: ***************@griffith.edu.au
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