Abstract

The rise of AI-driven virtual influencers
(AIVIs) represents a paradigm shift in digital marketing. These synthetic
personas, powered by artificial intelligence and computer-generated imagery,
engage audiences and promote brands with unprecedented scalability and control.
This review explores the impact of AIVIs on brand value and customer
engagement, contrasting them with human influencers and identifying novel
evaluation challenges. Key dimensions such as emotional realism, trust,
relatability, and personalization are analyzed through emerging frameworks like
the Emotional Realism Index (ERI) and Synthetic Ethics Trust Index (SETI).
Quantitative and qualitative metrics, along with AI-powered analytics
platforms, are reviewed to assess engagement efficacy. Additionally, the study
introduces eight novel variables for evaluating AIVIs and emphasizes the need
for standardization and ethical transparency. By synthesizing theoretical
models with practical insights, this paper offers a multidimensional roadmap
for measuring AIVIs’ strategic effectiveness and lays the foundation for more
ethical, data-informed, and emotionally resonant AI-led marketing practices.