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Intelligent influencer marketing: how AI-powered virtual influencers outperform human influencers

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  • Allal-Chérif, Oihab
  • Puertas, Rosa
  • Carracedo, Patricia

Abstract

Is it already the end of the influencers' era? More specifically the human influencers' era? Indeed, AI-powered digital avatars called “virtual influencers” are replacing them as marketing influence partners with the biggest brands, such as Prada, Gucci, and Louis Vuitton. By this choice, they avoid associating their business with the names of influencers who could have a very bad reputation overnight. This research aims to understand the incredible popularity of certain virtual influencers among consumers as well as their limits. This article explores this emerging phenomenon using a mixed qualitative methodology combining three retail case studies in Brazil and 16 experts open-ended interviews with. The results show that: (1) not being human is advantageous to virtual influencers; (2) their story is more important than their appearance in creating engagement; (3) they contribute to improve digital marketing campaigns; and (4) they seem more authentic than human influencers.

Suggested Citation

  • Allal-Chérif, Oihab & Puertas, Rosa & Carracedo, Patricia, 2024. "Intelligent influencer marketing: how AI-powered virtual influencers outperform human influencers," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    • Handle: RePEc:eee:tefoso:v:200:y:2024:i:c:s0040162523007989
    DOI: 10.1016/j.techfore.2023.123113
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    5. Rizzo, Cristian & Baima, Gabriele & Janovská, Kamila & Bresciani, Stefano, 2025. "Navigating the uncertainty path of virtual influencers: Empirical evidence through a cultural lens," Technological Forecasting and Social Change, Elsevier, vol. 210(C).
    6. Fayyaz, Muhammad Shahzeb & Abbasi, Amir Zaib & Kumar, Sanjeev & Qureshi, Ammar & Hussain, Khalil & Muhammad, Lakhi, 2025. "Integrating digital influencer persuasion model and theory of planned behavior: The mediating role of consumer involvement in endorsed brands," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
    7. Deng, Guangkuan & Kang, Jiayi & He, Lijuan & Xu, Ying, 2025. "Endorsing alone or with humans: Investigating the impact of virtual influencers’ presentation formats on endorsement effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    8. Li, Sihong & Chen, Jinglong, 2024. "Virtual human on social media: Text mining and sentiment analysis," Technology in Society, Elsevier, vol. 78(C).
    9. Song, Jiehang & Zheng, Chundong & Lv, Xiarong & Font, Xavier, 2025. "The endorsement effectiveness of virtual influencers in nonprofit fundraising: The role of appearance and voice pitch," Technological Forecasting and Social Change, Elsevier, vol. 219(C).
    10. Yao, Ruiqi & Qi, Guijie & Sun, Hua & Sheng, Dongfang, 2025. "A double-edged sword: Exploring the effectiveness of expressed subjectivity in virtual influencer endorsements," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    11. Anna Mazurkiewicz-Pizlo, 2025. "Virtual Influencers (VIs) As Marketing Communication Tools," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 472-492.
    12. Guo, Zhiwei & Yang, Hongtao & Yang, Wang, 2025. "A new social media programme for brands? A study of the relationship between virtual influencers and brand followers," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    13. Liu, Fanjue, 2026. "Who and how to pair with a virtual influencer? The impact of co-endorser type, perceived distance, and gender congruence on consumer responses in virtual influencer collaborations," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).
    14. Zhang, Ke & Sun, Xinru & Li, Gang, 2025. "Virtual influencer and cultural heritage destination: Endorsement effectiveness of virtual versus human influencers," Annals of Tourism Research, Elsevier, vol. 110(C).
    15. Rehman, Anisur & Kumar, Sushant & Salam, Muhammad Asif & Virmani, Naveen, 2025. "How does AI-powered virtual influencer's anthropomorphism impact trust and brand love? The moderating role of opinion leadership," Technological Forecasting and Social Change, Elsevier, vol. 219(C).

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