Virtual influencers: The new faces of fame in the metaverse and beyond

This chapter explores the burgeoning trend in acceptance and popularity of computer-generated counterparts of human influencers that are reshaping the landscape of influencer marketing, particularly within the immersive environment of the Metaverse. The chapter discuss how these virtual influencers in Metaverse are powered by advancements in Artificial Intelligence (AI) and machine learning. Especially now that several popular brands such as Prada, Dior, Calvin Klein and Forever 21 are employing these to enhance consumer interaction and engagement. The chapter compares how virtual influencers differ from traditional human influencers, the hype surrounding Metaverse, understanding the virtual influencers in Metaverse, opportunities and risks associated with Metaverse. The chapter concludes with a discussion of the implications of virtual influencers within the Metaverse where they are reshaping user experiences and redefining brand engagement.