Measuring the Influence of AI-Driven Virtual Influencers on Brand Value and Customer Engagement: Introducing Novel Variables for Next-Gen Impact Assessment

The rise of AI-driven virtual influencers (AIVIs) represents a paradigm shift in digital marketing. These synthetic personas, powered by artificial intelligence and computer-generated imagery, engage audiences and promote brands with unprecedented scalability and control. This review explores the impact of AIVIs on brand value and customer engagement, contrasting them with human influencers and identifying novel evaluation challenges. Key dimensions such as emotional realism, trust, relatability, and personalization are analyzed through emerging frameworks like the Emotional Realism Index (ERI) and Synthetic Ethics Trust Index (SETI). Quantitative and qualitative metrics, along with AI-powered analytics platforms, are reviewed to assess engagement efficacy. Additionally, the study introduces eight novel variables for evaluating AIVIs and emphasizes the need for standardization and ethical transparency. By synthesizing theoretical models with practical insights, this paper offers a multidimensional roadmap for measuring AIVIs’ strategic effectiveness and lays the foundation for more ethical, data-informed, and emotionally resonant AI-led marketing practices.