Artificial intelligence (AI) influencers in influencer marketing

• Autorzy: Łaszkiewicz Anna

Identyfikatory

DOI

10.29119/1641-3466.2024.193.2

• Języki publikacji: EN

Abstrakty

EN

Purpose: The purpose of this article is to identify the use of virtual influencers (VIs) generated using artificial intelligence (AI) in the field of influencer marketing. Design/methodology/approach: A narrative and critical literature review was conducted for this purpose. To identify the activity of virtual influencers, the author conducted an observational study to collect and compare the activity data of virtual influencers who had a minimum of 1,000 followers in 2022 with their current popularity and activity (November 2023). It also conducted an analysis of the advertising activity of selected influencers and an analysis of reach and engagement in 2022-2023. Findings: Analysis of the literature confirms the growing interest in the use of virtual influencers in marketing activities, which is also evident in marketers' current and planned spending on this price. Virtual influencers generate positive results in the level of audience engagement, which makes it possible to consider this means of communication as an attractive alternative. However, significant changes were observed in the number of observers over the year. Of the 54 virtual influencers analyzed, 44% reported a decrease in the number of observers. Research limitations/implications: The area of using computer-generated influencers and using artificial intelligence requires further intensive research. The spread of generative artificial intelligence will certainly affect the pace of change in this area. The observation made only presents data on changes in the popularity and publishing and advertising activity of virtual influencers. In this context, research dedicated to the semiotics of virtual influencers as well as the nature of parasocial interactions would be advisable. Practical implications: The article identifies areas of potential for virtual influencers in influencer marketing. Originality/value: The article adds to the sparse literature to date on virtual influencers, their potential and how they can be used in practice. It will be useful for managers and decision-makers involved in digital marketing.

Słowa kluczowe

EN

influencer marketing; artificial intelligence; marketing promotion; brand; virtual influencer

PL

influencer marketing; sztuczna inteligencja; promocja marketingowa; marka; wirtualny influencer

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2024
• Tom: z. 193
• Strony: 23--34
• Opis fizyczny: Bibliogr. 22 poz.

Twórcy

autor

Łaszkiewicz Anna

• University of Lodz, Faculty of Management

• https://orcid.org/0000-0001-6202-6239

Bibliografia

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