Virtual Influencers: A New Frontier in Marketing and Research

Virtual influencers, digital personas created through AI, are increasingly transforming how brands communicate and connect with audiences. But what exactly are they, and what do they mean for the future of marketing?

A new special issue of the Journal of Business Research, edited by Alice Audrezet, Head of the MSc in International Fashion & Luxury Management program, alongside Bernadett Koles, Nisreen Ameen, Julie Guidry Moulard, and Brad McKenna, explores this question in depth. They define virtual influencers as “digital personas… ranging from highly realistic human-like figures to anthropomorphized creatures or even inanimate objects. Typically managed by agencies, brands, creators, or AI systems, their storylines and personalities are carefully curated to engage audiences much like human influencers do.”

The special issue brings together pioneering research that sheds light on:

• How audiences perceive and respond differently to human vs. virtual influencers
• The role of traits like realism, autonomy, and personality in driving engagement
• The societal and ethical implications of interacting with intangible entities—from privacy concerns to rethinking human connection

As these digital characters gain influence, this collection of studies offers a vital foundation for both academics and practitioners to understand and navigate the opportunities and challenges of this fast-emerging field.