Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Prajapat, Khushbu Title A name given to the resource Virtual influencers in India: Transforming digital marketing in the AI era Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Redefining the Future of Digital Marketing With Virtual Influencers;pp.211-252 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3373-0255-3.ch008" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3373-0255-3.ch008</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105008745700?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105008745700?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Prajapat K., Christ University, India Description An account of the resource 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. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-833730257-7; 979-833730255-3; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online