Abstract
The influencer ecosystem has shifted as influencers are now engineered and computer-generated through sophisticated software and algorithms. These digital entities, also known as virtual influencers, engage in human-like interactions, gaining digital celebrity status on social media platforms and fostering parasocial relationships with audiences, similar to human influencers. As AI technologies continue to improve the realism of these virtual influencers, the line between human and virtual influencers has become increasingly blurred, posing a significant challenge for young audiences. As scholars, educators, and other stakeholders work to address the adverse effects associated with human influencers, the rise of virtual influencers introduces a new set of debates and concerns. This chapter examines the impact of AI in influencer culture, addresses ethical considerations, and identifies future research priorities to safeguard young individuals from the potential risks of virtual influencers.