The Emerging Trends in Influencer Marketing and the Impact of Artificial Intelligence in shaping the landscape: An in depth exploration of AI Influencers (AVATARS)

Ravneet Kaur; Jitendra Singh; Rajesh Singh; Anita Gehlot; Amit Kumar Thakur

doi:10.54392/ajir2535

Authors

Ravneet Kaur Uttaranchal Institute of Management, Uttaranchal University, Dehradun, Uttarakhand, India Author https://orcid.org/0000-0002-1051-3315
Jitendra Singh Law College Dehradun, Uttaranchal University, Dehradun, Uttarakhand, India Author https://orcid.org/0000-0002-7438-6597
Rajesh Singh Uttaranchal Institute of Technology, Uttaranchal University, Dehradun, Uttarakhand, India Author https://orcid.org/0000-0002-3164-8905
Anita Gehlot Uttaranchal Institute of Technology, Uttaranchal University, Dehradun, Uttarakhand, India Author
Amit Kumar Thakur Lovely Professional University, Phagwara, Punjab, India Author https://orcid.org/0000-0002-9929-6176

DOI:

https://doi.org/10.54392/ajir2535

Keywords:

Artificial Intelligence, IntelligenceAVATARS, Industry 4.0, Influencer Marketing, Virtual/AI influencers, Social Commerce

Abstract

Influencer marketing has expanded tremendously over the last few years and has become an essential component of Social Commerce. Whether it's the ever-changing mobile sector, fashion, cuisine, or hospitality, influencer marketing has proven to be an effective tool in almost every industry. This article investigates the evolving landscape of influencer marketing strategies, ranging from macro-trends seen across many social media platforms to micro-trends in content development and collaboration. It conducts a thorough investigation and explores the important roles of the AI influencer. UN in its Sustainable Development Goal (SDG) 9 focuses on Industry and Innovation and thus there have been constant improvements in the area of Influencer Marketing for the same (https://sdgs.un.org/goals). AI influencers, also known as AVATARS, are a remarkable advancement in the field of artificial intelligence that is gradually replacing human influencers. This study uses the 1+5 View Model to explain these AVATARS in depth. So, AVATARS are researched from a logical, development, process, physical, and security standpoint. Although the field is advancing at a rapid pace, it presents several ethical challenges, particularly concerning transparency, integrity, and adherence to regulatory standards. By integrating insights from existing scholarship with practical case studies, meaningful recommendations can be formulated for application across diverse organizational contexts.

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