Affiliation:
1. Universidad de Málaga, Spain
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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