The Rise of Virtual Influencers: A Paradigm Shift in Marketing

The aim of this research paper is to analyze the growth of virtual influencers in the marketing sector and how it has been advantageous for businesses. To find the applicable journals and articles for the research paper was used. The data was generally taken from the United States and some parts of Europe. Virtual influencers are computer-generated virtual avatars that are used for various purposes by brands. They are used as models, mascots and even as social media influencers who would promote their brands. For example KFC’s VI the younger version of Colonel Sanders successfully boosted the brand engagement by interacting with people on social media platforms like Tiktok and Instagram. Through humor and collaborations, KFC was finally able to grab the attention of younger, tech-savvy audience. This campaign increased their social media interaction and sales making KFC set apart from the fast food industry. In conclusion, brands shifting from human influencers to virtual influencers can be considered a smart move in terms of making brand successful. However, this trend increased job losses and the possibility of AI taking over the jobs of human workers.