The popularity of the Web 2.0 concept began to rise in the early 2000s. The advent and increasing prevalence of the internet fundamentally transformed the way users interact with media. The role of users in the communication process evolved from passive recipients to active participants, as they were given opportunities to create and distribute content. This shift signifies not just a technological transformation but also a change in the way content is produced and consumed online. Over time, the use of blogs, video-sharing platforms, and social media sites has grown significantly (Doğru, 2023).
According to the Digital 2024 report, as of January 2024, Turkey has 74.41 million internet users, with an internet penetration rate of 86.5%. Additionally, the same report states that there are 57.50 million social media users in Turkey, accounting for 66.8% of the total population (Kemp, 2024).
Social media platforms have surpassed the accessibility limitations of the physical world, allowing communities to share information and opinions on a broader scale. The term “user-generated content” emerged during this period. At the same time, social networks began collecting user data, converting it into commercial value, and using it to create targeted advertisements (Doğru, 2023).
Technological advancements have also accelerated changes in the marketing field. Since the 2010s, with the increased use of the internet, brands have started focusing on social media celebrities or opinion leaders, known as influencers, who establish more personal and natural communication with their followers. This shift laid the foundation for what is now called influencer marketing. Influencer marketing has become an increasingly effective strategy for brand awareness, product promotion, and influencing purchasing behaviors, making it a crucial part of the rapidly growing e-commerce sector (Acar & Ekizler, 2023).
The Rise of AI Generated Influencers
With the increase in social media usage and advancements in the quality of computer-generated visual content, we have recently witnessed the rise of virtual influencers. Virtual influencers are AI-generated digital entities that interact in real-time within the digital world. They are usually managed by teams of artists, designers, and animators and are largely powered by artificial intelligence (AI). Today, brands are increasingly incorporating virtual influencers into their marketing strategies.
Research indicates that there are over 200 active virtual influencers on social media. Lil Miquela, Noonoouri, and Shudu Gram are among the most popular virtual influencers and have collaborated with globally recognized brands such as Nike, Calvin Klein, and Samsung (Ferraro et al., 2023).
Like traditional influencers, virtual influencers share stories and posts on social media, promoting campaigns and products. They actively use location features and direct their followers to shopping links through their stories. While it is openly stated that virtual influencers are entirely digital, their collaborations with brands highlight their influence on audiences rather than the question of their authenticity (Acar & Ekizler, 2023).
Brands prefer virtual influencers because they are accessible, reliable, and resistant to scandals. Additionally, they offer more consistent content and are less likely to be involved in controversies compared to traditional influencers. These advantages make virtual influencers an appealing option for brands looking to minimize public relations risks (Ferraro et al., 2023).
Examples of Virtual Influencers in Turkey
Alongside global examples, there are also computer-generated characters in Turkey. Social media accounts are created and managed by teams on behalf of these characters. Although the presence of virtual influencers in Turkey is relatively new, there are a few notable examples.
Alara X is a virtual influencer created by IAMX Live “Digital Human Software Technologies.” She has active accounts on Instagram, Twitter, and LinkedIn. Her first Instagram post was made on November 15, 2020, and she has been producing content consistently since then. Currently, her Instagram account has 737,000 followers and 242 posts (Bayçu & Artukarslan, 2023).
Virtual Alin is Turkey’s first virtual influencer in the automotive sector and serves as Ford Turkey’s brand ambassador. Interested in technology, automobiles, and travel, Alin is an AI-driven character who actively shares content on social media. She made her first post in 2023 and has been consistently producing content since. As the first and only virtual influencer focused on the automotive industry in Turkey, she collaborates with brands and stands out in digital marketing.
Currently, Virtual Alin’s Instagram account has 183 posts and 20.5K followers. Her articles have been published on digital media platforms like TheMagger and Uplifers, covering topics such as sports, technology, AI, lifestyle, digital habits, and social media.
Public Perception of AI Generated Influencers
The use of virtual influencers is primarily a marketing strategy targeting Generation Y and Generation Z users. Generation Y includes individuals born between 1981 and 1995, while Generation Z consists of those born in 1996 and later. A study examining attitudes toward virtual influencers among these generations revealed both positive and negative perspectives.
Positive perceptions include:
- The emergence of virtual influencers is seen as an exciting innovation for consumers. Their activities and posts attract consumer interest.
- In today’s digital and physical environments, users are exposed to a high volume of marketing messages. Virtual influencers stand out as a novel and effective method compared to other marketing strategies.
- Consumers believe that virtual influencers provide significant convenience in terms of accessibility and create new opportunities within different industries.
- Virtual influencers allow individuals to personalize their digital personas significantly, offering unique freedoms.
- The new and intriguing nature of virtual influencers is one of the main reasons behind the positive attitudes towards them.
- The use of virtual influencers by brands enhances their image as innovative and tech-savvy. A participant in the study expressed this view as follows: “I see them as brands that closely follow technology and change. They come across as innovative” (Köse, 2025).
In summary, using virtual influencers in brand strategies strengthens the perception of innovation and adaptability to technological advancements. Additionally, the human-like characteristics attributed to virtual influencers (such as humor and friendliness) contribute to this positive outlook.
Negative perceptions include:
- Some users fear that virtual influencers might contribute to social isolation and excessive reliance on technology, leading to negative attitudes.
- The fact that virtual influencers are artificially created and serve commercial purposes raises skepticism among consumers, impacting trust.
- The blurred boundary between reality and digital fiction is seen as a potential issue for brands.
- The anonymity of the teams behind virtual influencers raises ethical concerns and leads to doubts about whether they can establish the same emotional connection as real influencers.
- Some users find virtual influencers unsettling, intimidating, or even dangerous.
Another study conducted among Turkish university students in Istanbul found that virtual influencers currently do not have a significant impact on consumer purchasing behavior. However, the study suggests that as virtual influencers become more visible and gain popularity, this perception may change. Increased brand collaborations and growing recognition could influence consumer behavior over time. Since this research focused solely on Instagram, similar studies across different social media platforms would be valuable.
From another perspective, virtual influencers—existing in both digital and real-world contexts—appeal to Generation Z, which is more tolerant of uncertainty than previous generations. Acar & Ekizler (2023) predict that technological advancements will continue to increase purchasing triggers in the coming years. Furthermore, as digital transformation accelerates, virtual influencers are expected to play a transformative role in various industries, particularly marketing.
Conclusion
With the rise of Web 2.0, increased internet usage, and the evolution of the digital world, individuals have taken on more active roles in content creation. Social media platforms have reshaped user interactions with media, paving the way for influencer marketing. As an extension of this trend, virtual influencers are gaining increasing importance in marketing and advertising.
The growing popularity of virtual influencers is closely linked to advancements in AI and digital design. Global examples like Lil Miquela, Noonoouri, and Shudu Gram, alongside Turkish examples like Alara X and Virtual Alin, highlight this trend. Brands prefer virtual influencers for their ability to produce consistent content, avoid controversies, and present an innovative brand image.
While virtual influencers are seen as an effective and accessible marketing strategy, concerns about authenticity, trust, and blurred reality remain. Turkish consumer research suggests that virtual influencers currently do not significantly impact purchasing decisions, but this may change with increased visibility and brand collaborations. As technology advances, virtual influencers are expected to expand their influence beyond marketing into industries like fashion, art, entertainment, and even social causes. Therefore, brands must carefully and strategically integrate virtual influencers into their marketing efforts to strengthen consumer relationships.
References
Acar, C., & Ekizler, H. (2023). Sanal etkileyicilerin tüketici satın alma niyetine etkisi. Ege Stratejik Araştırmalar Dergisi, 14(1), 1-22.
Bayçu, S., & Artukarslan, B. (2023). Sanal bir influencer üzerine duygu analizi: Ay Pera. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi), 8(1), 189-205.
Doğru, H. Ç. (2023). Avatarlar ile iletişim: Sanal influencerlar ve üretim teknikleri üzerine bir inceleme. Uluslararası Disiplinlerarası ve Kültürlerarası Sanat, 8(16), 90-105.
Ferraro, C., Sands, S., Zubcevic-Basic, N., & Campbell, C. (2024). Diversity in the digital age: how consumers respond to diverse virtual influencers. International Journal of Advertising, 43(8), 1342–1365. https://doi.org/10.1080/02650487.2023.2300927
Kemp, S. (2024, February 23). Digital 2024: Turkey – DataReportal – global digital insights. DataReportal. https://datareportal.com/reports/digital-2024-turkey
Köse, Ş. G. (2025). Sanal Etkileyicilerin Yükselişi: Tüketici Tutumları Üzerine Keşfedici Bir Araştırma. Alanya Akademik Bakış, 9(1), 324-339.
