Virtual Influencers as a New Format of Interactive Advertising

The rapid evolution of digital technologies and the growing dominance of social media platforms have transformed the nature of advertising.Traditional influencers, who once played a central role in establishing brand-audience connections, are increasingly being complemented or replaced by virtual influencers (VIs).These algorithmically generated personas, developed using artificial intelligence, computer graphics, and machine learning, can autonomously produce content, interact with audiences, and serve as brand representatives in interactive advertising campaigns.This study explores the phenomenon of virtual influencers in the global and Russian advertising ecosystems, analyzing their communicative potential, economic effectiveness, and ethical implications.The research adopts a qualitative-analytical approach, drawing on secondary data, case studies, and theoretical insights from media studies, marketing science, and cultural theory.Findings suggest that VIs offer significant advantages in terms of brand control, personalization, cost efficiency, and cross-platform integration.However, challenges persist, including audience skepticism, questions of authenticity, and ethical dilemmas regarding transparency, manipulation, and identity construction.The paper highlights pioneering efforts in Russia where media companies, startups, and advertising agencies have experimented with virtual influencer technologies.These include the use of digital avatars in branding campaigns, cultural promotion, and commercial advertising, illustrating the potential of VIs as both cultural products and marketing tools.The authors conclude that while VIs are not likely to fully replace human influencers, their integration into interactive advertising strategies will expand, particularly as AI-driven personalization and immersive technologies continue to advance.