False idols: Unpacking the opportunities and challenges of falsity in the context of virtual influencers

Influencer marketing has become a dominant and targeted means for brands to connect with consumers, but it also brings risks associated with influencer transgression and reputation damage. In recent years, virtual influencers have gained popularity and given rise to falsity, or artificially created and manipulated influencers that are revolutionizing the field of influencer marketing. A virtual influ-encer is an entitydhumanlike or notdthat is autonomously controlled by artificial intelligence and visually presented as an interactive, real-time rendered being in a digital environment. As brands increasingly seek to engage virtual influencers to connect with and sell to audiences, we take a step back and discuss the opportu-nities and challenges they present for firms and managers. To help marketers un-derstand this emerging field, we first document the rise of virtual influencers. Then, we discuss consumer reactions to virtual influencers before unpacking their associated opportunities and challenges for brands and marketers. Finally, we conclude with an overview of implications and future considerations.(c) 2022 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.

Automated summary

Virtual influencers, autonomously controlled by artificial intelligence, have gained popularity and revolutionized influencer marketing. They offer opportunities and challenges for brands and marketers.