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<p>Virtual influencers—digitally created characters that operate on social media and are controlled by companies, agencies or individuals—are becoming increasingly relevant in corporate and brand communication. Companies expect them to provide full creative control, consistent brand messaging, and innovative ways of addressing target audiences. At the same time, questions arise regarding authenticity, credibility, and acceptance.</p><p>This study examines how Generation&#xa0;Z (Gen&#xa0;Z) perceives virtual influencers in terms of their credibility. As the first generation to grow up entirely in the digital age, Gen&#xa0;Z shows a&#xa0;particularly strong affinity for social media. Based on the Source Credibility Model, we conducted semi-structured interviews with members of Gen&#xa0;Z in Germany, complemented by interviews with active human influencers to classify the practical perspective.</p><p>The results show that real influencers are considered more credible, while the expertise of virtual influencers is primarily attributed to the company behind. In addition, with regard to the Uncanny Valley phenomenon, it was found that a&#xa0;slightly imperfect, yet realistic design has a&#xa0;positive effect on the likability and acceptance of virtual influencers.</p><p>This leads to specific recommendations for corporate practice: Virtual influencers should be specifically integrated into brand strategies, presented authentically, and communicated transparently regarding their artificial nature. This article thus provides practice-oriented insights for the field of business informatics on the design and responsible use of AI-driven communication systems.</p>

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Zwischen Authentizität und KI-gestützter Inszenierung: Virtuelle Influencer*innen in der Unternehmenspraxis

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年4月15日

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  • Hilal Cirganis,
  • Simone Braun

摘要

Virtual influencers—digitally created characters that operate on social media and are controlled by companies, agencies or individuals—are becoming increasingly relevant in corporate and brand communication. Companies expect them to provide full creative control, consistent brand messaging, and innovative ways of addressing target audiences. At the same time, questions arise regarding authenticity, credibility, and acceptance.

This study examines how Generation Z (Gen Z) perceives virtual influencers in terms of their credibility. As the first generation to grow up entirely in the digital age, Gen Z shows a particularly strong affinity for social media. Based on the Source Credibility Model, we conducted semi-structured interviews with members of Gen Z in Germany, complemented by interviews with active human influencers to classify the practical perspective.

The results show that real influencers are considered more credible, while the expertise of virtual influencers is primarily attributed to the company behind. In addition, with regard to the Uncanny Valley phenomenon, it was found that a slightly imperfect, yet realistic design has a positive effect on the likability and acceptance of virtual influencers.

This leads to specific recommendations for corporate practice: Virtual influencers should be specifically integrated into brand strategies, presented authentically, and communicated transparently regarding their artificial nature. This article thus provides practice-oriented insights for the field of business informatics on the design and responsible use of AI-driven communication systems.