AI-GENERATED ICONS AND DIGITAL AVATARS: UNFOLDING THE NEW MARKETING STRATEGIES BY BIG CORPORATIONS

Nowadays, Digital avatars and AI generated icons are increasingly adopted by big corporations. This study reviews the advantages that technologies offers and the context in which they are being used, any potential risks as well as restrictions from reviewing data from high quality studies. Improvements should be made in the segment of customer involvement, ethical issues, emotional connection as well as the cost effectiveness. AI and immersive media technologies leading to create a big impact in global advertising strategy. The paper discusses upon the consequences and future directions for marketers of Big Corporations. In this modern era of technology, big corporations are utilizing new trends to promote their offerings. AI-generated icons and digital avatars such as virtual influencers, digital twins and AI generated spokespersons to increase awareness, brand engagement and narrative. Taking consideration of Big-brands like Prada, Valentino, Balenciaga, Porsche and Samsung using digital avatars for numerous reasons which eventually helping them to develop lifelike AI assistants for educational purposes and customer service. Academic studies on business efficacy is still a segment to work upon. The SLR of 45 Scopus-indexed articles are taken into consideration under the time span of 2015 to 2024, which examines the ways in which AI icons and avatars affect advertising as a strategy.