Virtual influencers in India: Transforming digital marketing in the AI era

Title

Virtual influencers in India: Transforming digital marketing in the AI era

Creator

Prajapat, Khushbu

Description

This chapter explores the emergence and impact of Virtual Influencers (VIs) in the Indian digital marketing landscape, focusing on their ability to engage consumers and redefine brand interactions through AI- driven personas. By examining case studies of prominent Indian virtual influencers like Kyra and Naina Avtr, the chapter analyzes their roles in consumer engagement, cultural relevance, and brand partnerships. The discussion highlights the unique strengths of VIs, including their consistency, scalability, and ability to operate across diverse platforms, while also addressing challenges related to authenticity, emotional connection, and regional adaptation. Drawing on theories of social influence and digital marketing, the chapter provides insights into the opportunities and limitations of VIs in India's culturally diverse and technology- driven market. It concludes by exploring the future of virtual influencers as dynamic tools for brands aiming to balance technological innovation with human- like relatability in a competitive digital ecosystem. 2025 by IGI Global Scientific Publishing. All rights reserved.

Source

Redefining the Future of Digital Marketing With Virtual Influencers;pp.211-252

Date

01-01-2025

Publisher

IGI Global

Coverage

Prajapat K., Christ University, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-833730257-7; 979-833730255-3;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3373-0255-3.ch008

https://www.scopus.com/pages/publications/105008745700?origin=resultslist