Too Fake to Influence? The Cultural Rejection of Virtual Influencers in France's AI-Driven Market

Virtual influencers (VIs) are increasingly used in global digital marketing, yet their adoption in France remains limited. This study investigates the cultural and perceptual factors driving French consumers' reluctance toward VIs. Using a mixed-method design (23 interviews, a focus group with 13 participants, and real-life videography) we analysed reactions to nine VIs before and after the disclosure of their virtual nature. Results show low engagement and identification prior to disclosure, followed by strong feelings of deception once participants learned the influencers were artificial. Perceived lack of authenticity, limited trust, and scepticism toward algorithmic systems emerged as central barriers. These findings contrast with more favourable perceptions observed in the United States and South Korea, highlighting the role of cultural expectations regarding transparency and authenticity in France. The study suggests that VIs are not yet credible persuasive agents in the French market; their potential lies instead in enhancing interactive brand experiences. Future research should assess whether this resistance reflects temporary market immaturity or deeper cultural dynamics.