The world of influencer marketing is entering a new era, one shaped not by humans, but by algorithms. Virtual influencers, also known as AI-generated personas, are rapidly transforming the social media landscape. These computer-created characters look, sound, and act like real people. They post photos, collaborate with brands, and engage with followers, all without ever stepping in front of a camera.
From Lil Miquela, who boasts millions of followers and partnerships with Prada and Calvin Klein, to new AI-born influencers like Mia Zelu, brands are investing heavily in virtual avatars to promote products and shape culture. According to The New York Times, what began as a futuristic experiment has become a mainstream marketing tool for global companies seeking consistent, controversy-free spokespeople
A Controlled and Cost-Effective Marketing Strategy
The appeal is clear. Virtual influencers never age, never go off-brand, and never require a break. They allow companies, and their PR partners, to exert total creative control. Unlike human influencers, AI personas can be programmed to perfectly align with a brand’s messaging and aesthetics, avoiding the unpredictability that often accompanies celebrity endorsements. As Sprout Social notes, they are also cost-effective and scalable: one avatar can promote a campaign across multiple time zones and languages simultaneously.
Brands are also tapping into Gen Z’s fascination with digital worlds. This generation, raised on Roblox, Fortnite, and the Metaverse, views virtual characters as authentic participants in online culture. When paired with the growing sophistication of AI-driven storytelling, virtual influencers can foster engagement levels comparable to, and sometimes higher than, their human counterparts.
Risks Beneath the Surface
But for every advantage, there are legal and reputational risks. The most immediate concern for PR professionals is transparency. The Federal Trade Commission (FTC) requires clear disclosures for sponsored content, and those obligations apply whether an influencer is human or digital. A failure to disclose that an AI avatar is promoting a brand, or that a post is paid, can expose both the brand and the agency to enforcement actions or fines.
There are also questions of authenticity and trust. While virtual influencers can captivate audiences, they can also spark backlash if consumers feel deceived. As LiveMint highlights, some users have criticized AI avatars for promoting unrealistic beauty standards or cultural appropriation, particularly when a virtual influencer’s appearance or personality is modeled after marginalized communities without proper context or consent.
Intellectual property is another evolving frontier. Who owns the likeness of an AI influencer — the developer, the brand, or the platform? What happens if an AI persona, trained on publicly available data, inadvertently mimics a real person’s face or voice? PR firms must collaborate closely with legal counsel to ensure ownership, licensing, and publicity rights are clearly defined before launching any virtual campaign.
The Role of PR Firms in a Virtual Era
Public relations professionals are uniquely positioned to navigate this emerging space. As stewards of reputation and messaging, PR firms must help clients integrate virtual influencers responsibly. That means developing clear disclosure language, vetting AI vendors, monitoring consumer sentiment, and establishing contingency plans if a campaign attracts controversy.
More broadly, PR teams should guide brands toward authenticity, even in a synthetic context. The best virtual influencer campaigns succeed not because they trick audiences into thinking the persona is real, but because they build creative worlds that feel believable, transparent, and on-brand. A thoughtful approach that combines human oversight with technological innovation will be the key to long-term success.
The Future of Influence
Virtual influencers are not a passing fad. They represent the next stage of the creator economy, one in which storytelling, technology, and brand voice converge. For PR firms, the challenge is to balance novelty with responsibility, leveraging AI’s creative potential while protecting clients from regulatory, ethical, and reputational pitfalls. As digital identities continue to blur the line between human and machine, firms that adapt early will have a distinct competitive advantage.
Conclusion
The intersection of AI, social media, and marketing law is evolving faster than ever. At Romano Law, we advise brands, agencies, and creators on influencer agreements, disclosure compliance, intellectual-property rights, and emerging AI-related regulations. Whether you’re launching a virtual influencer campaign or navigating the legal complexities of digital marketing, our attorneys can help you stay compliant and creative.
Contact Romano Law today to schedule a consultation and ensure your next campaign is as innovative as it is legally sound.
Contributions to this blog by Kennedy McKinney.