Navigating the new frontier: The role of AI-driven virtual influencers in consumer engagement

This paper examines the evolving role of artificial intelligence (AI)-driven virtual influencers (VIs) in enhancing consumer engagement within the digital marketing landscape. Using qualitative case studies of notable VIs such as Lil Miquela and Ayayi, this research highlights critical factors influencing their effectiveness, including advanced technology, cultural significance, and shifts in consumer expectations. Findings indicate that VIs create authentic connections with younger demographics, particularly Millennials and Generation Z, by offering tailored content and reinforcing emotional ties. The study emphasizes the significance of authenticity and transparency for building consumer trust, alongside addressing ethical concerns such as representation and manipulation in marketing practices. It explores how VIs operate as cultural influencers, reshaping consumer identities within the digital realm. This research underscores the need for brands to adopt responsible practices that prioritize ethical engagement and inclusivity, enabling them to navigate the complexities of VI marketing while fostering meaningful consumer relationships.