Virtual Influencers in the Context of Artificial Intelligence: An Overview of the Emerging Literature

Virtual influencers, aided by artificial intelligence (AI) and computer-generated imagery (CGI), have emerged as key participants in the digital marketing scene. This study investigates their expanding importance, focusing on how AI technologies enable these digital personas to interact with audiences, personalize content, and optimize marketing strategies. Virtual influencers give marketers unprecedented control over messaging and audience engagement, making them a cost-effective and adaptive alternative to actual influencers. However, their popularity has created serious ethical questions, particularly about authenticity, transparency, and the manipulation of consumer trust via parasocial connections. This study examines the current literature on AI-powered virtual influencers, evaluating their effectiveness and the problems they offer to the future of marketing.