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

Year: 2025
Type: article
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.
DOI: 10.54392/ajir2535
Language: English
Open Access status: diamond
OpenAlex ID: W4414950514
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