[Aristto]

Influencer marketing has undergone a significant shift with the introduction of virtual influencers, artificial intelligence-generated avatars that can interact with audiences as human celebrities would. These digital personas offer businesses constant availability and reduced costs, making them an attractive option compared to traditional influencers. However, this trend presents ethical and legal challenges, especially in terms of image rights and competition with real influencers. The possibility of cloning the appearance and style of real personalities has led to a debate about the need for specific regulations to protect both the individuals and the integrity of the influencer market. Some countries are already taking steps to establish regulations to address these issues, seeking a balance between technological innovation and individual rights.