ABSTRACT
This chapter examines the growing influence of virtual persons and their impact on human interactions and consumer behaviour. The first part is dedicated to virtual influencers (VIs), created and controlled by brands or third parties, that increasingly carve their own niche alongside more ‘traditional’ human counterparts. Further on, additional types of virtual persons are introduced, such as avatars or even more or less independent incarnations of real people, as well as virtual companions. All of the preceding raise ethical concerns, including potential for audience manipulation, the creation of unrealistic beauty standards, the likelihood of fostering toxic relationship dynamics, the possibility for creation of highly normative designer personalities, and the devaluation of human uniqueness in a future increasingly dominated by digital representations. Ultimately, virtual personalities are seen as a significant cultural force, raising important questions about their influence on identity, authenticity, and societal norms.
