ARTIGO - THE CONSTRUCTION OF IDENTITY AND NARRATIVE OF VIRTUAL INFLUENCERS: THE ROLE OF ARTIFICIAL INTELLIGENCE AND IMPLICATIONS FOR AUTHENTICITY AND ENGAGEMENT

Resumo

This article investigates the construction and maintenance of the identity and narrative of
virtual influencers, exploring the implications of artificial intelligence (AI) in creating
convincing and authentic virtual personalities. As virtual influencers gain popularity,
understanding the mechanisms behind their identity and narrative becomes essential to
assess their impact on audience engagement and brand loyalty. This study examines how
AI is used to develop personal characteristics, behaviors, and interactions that appear
genuine and analyzes the public's perceptions of authenticity regarding these digital
entities. The article discusses the importance of a consistent and coherent narrative to
maintain audience engagement, proposing a theoretical framework that integrates
concepts from consumer psychology and digital communication. Based on a
comprehensive review of existing literature and new theoretical insights, this article aims
to fill critical knowledge gaps about the effectiveness of virtual influencers, offering
guidelines for future research and practices in the field of influencer marketing.