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The Transformative Prospects of AI-Powered Virtual Influencers in Digital Consumer Engagement and Marketing Strategies
Abstract
The rise of artificial intelligence-facilitated technologies in the business ecosystems is driving the dynamic adoption of technology to retain the digital consumers. Marketing practices have been greatly influenced by these advanced technologies. However, more recently, the emergence of AI-powered virtual influencers (VIs) is transforming the marketing and consumer engagement prospects, blurring the lines between reality and digital creation. AI-powered VIs are not just a trend; they represent a transformational shift in how brands can interact, communicate, and engage digital consumers. Their importance lies in their flexibility, consistency, cost-efficiency, and deeper integration with the emerging tech ecosystems. Therefore, outlining the differences between virtual influencers and traditional social media influencers, this study demonstrates how the AI-powered VIs are influencing the conventional marketing practices, offering an innovative approach for consumer engagement, brand communications, endorsements, and promotions.
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