Virtual influencers: how digital characters are reshaping marketing and consumer behavior

These profiles feature photos, videos, personalities, daily routines, and millions of followers, despite having no physical existence. Known as virtual influencers, they are digital characters created using computer graphics, artificial intelligence, and production teams.

One of the most famous examples is Lil Miquela, created in 2016. By November 2024, her Instagram profile had over 2.5 million followers, according to a study published by Springer Nature. The character has starred in campaigns for brands like Prada, Calvin Klein, and Samsung.

How does a virtual influencer work?

A virtual influencer is a digital persona designed to operate on social media as a content creator. The team behind them defines their appearance, personality, interests, and backstory, while digital tools generate images, videos, and other materials. In some cases, artificial intelligence also creates text and interactions, enabling frequent posts and a consistent visual identity.

In Brazil, a notable example is Lu do Magalu, a virtual character associated with Magazine Luiza. A study in the journal Contratexto analyzed 799 posts and identified 87 with commercial purposes, as well as campaigns in technology, fashion, beauty, and finance.

Why do brands use people who don’t exist?

For companies, one advantage of virtual influencers is greater control over the character. There’s no personal schedule, no need for physical travel, and no requirement for traditional photo shoots for each post.

Aitana Lopez, developed by the Spanish agency The Clueless, exemplifies this model. By 2026, her profiles had amassed around 400,000 followers and were already participating in commercial campaigns, managed by a team of 11 professionals.

The phenomenon is also significant because it transforms advertising into a process more akin to creating a digital asset. The character can appear in different settings, wear different outfits, and participate in various campaigns without needing to be physically present.

Does the consumer know they’re interacting with an AI?

One of the key areas studied by researchers is audience perception. A 2025 systematic review in Acta Psychologica analyzed 51 studies and identified three recurring factors: perceived authenticity, transparency, and trust.

Another study, published in 2026 in the Journal of Retailing and Consumer Services with 710 participants, examined how visual and behavioral realism influences trust, brand perception, and purchase intent. The results showed that greater realism is linked to these consumer responses.

This helps explain why the line between character, advertising, and person can become less clear. The more realistic the content, the greater the need to clarify the digital nature of the persona.

What changes for those working in marketing and content creation

The growth of these profiles creates new roles and demands in the market. In addition to marketing and advertising specialists, the model requires professionals in audiovisual production, data analysis, design, strategy, and generative AI.

For communication professionals, adapting to this change means understanding not only how AI creates images and text, but also how these tools transform content distribution, audience interaction, and business models.

In practice, virtual influencers reveal a significant shift in the content market: influence can now be built digitally, with characters that have no physical existence but can attract audiences, secure commercial contracts, and shape consumer choices.