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Virtual Influencers: The Irruption of Artificial Intelligence in Digital Influencers
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Author(s): Mario Sierra Martin (Universidad de Málaga, Spain), Alvaro Díaz Casquero (Universidad de Málaga, Spain), Marina Sánchez Pérez (Universidad de Málaga, Spain)and Bárbara Rando Rodríguez (Universidad de Málaga, Spain)
Copyright: 2024
Pages: 17
Source title:
Using Influencer Marketing as a Digital Business Strategy
Source Author(s)/Editor(s): Sandrina Teixeira (ISCAP, Polytechnic Institute of Porto, Portugal), Sara Teixeira (Polytechnic Institute of Porto), Zaila Oliveira (Unichristus, Brazil & Unifametro, Brazil)and Elnivan Souza (Christus University Center, Brazil)
DOI: 10.4018/979-8-3693-0551-5.ch005
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Abstract
The digital revolution has fueled the rise of influencers who shape opinions and behaviors online. However, the arrival of virtual influencers, avatars generated by artificial intelligence, is transforming advertising. These avatars, like Lil Miquela, are run by brands and agencies, offer customization and flexibility, and pose fewer ethical risks. Although they are not always as effective as humans, they can be valuable in rational campaigns. In a world where artificial intelligence is growing, these virtual influencers are emerging as a powerful tool in marketing. This chapter explores its importance and evolution in society and marketing.
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