An AI or virtual influencer is a computer-generated character that operates as an influencer on social media — posting content, gaining followers, and partnering with brands despite not being a real person. The character is designed, animated, and managed by a company or creative team behind the scenes.

Virtual influencers are built using 3D modeling, CGI, or increasingly AI image and video generation tools, giving the character a consistent look, personality, and posting style. A team writes the captions, plans the content, and handles brand negotiations — the "influencer" itself is a persona rather than an individual with independent judgment.

Brands use virtual influencers for full creative control over messaging and appearance, there's no risk of the influencer generating unplanned controversy as well as for novelty value, and for campaigns that call for a character who can appear in situations a real person couldn't, such as impossible locations or stylized settings.

Because audiences may not immediately realize a virtual influencer isn't a real person, several markets require clear disclosure that the account is AI-generated or company-managed, similar to sponsored content disclosure rules. Brands working with virtual influencers should check local advertising regulations, since requirements differ by country and platform.