Marketing via social media influencers has established itself as a powerful strategy enabling brands to connect with their target audience, leveraging the credibility and reach of influencers, however, recently AI-powered characters have revolutionized the world of social media, as AI-powered digital avatars called “virtual influencers” have replaced human influencers as marketing influence partners with leading brands, such as Prada, Gucci, or Louis Vuitton. In this way, they avoid associating their company with the names of influencers who could have a very bad reputation overnight. By combining influencer marketing and artificial intelligence, brands can tap into the existing audience of these influencers and leverage their credibility, which begs the question: has the end of the era of human influencers already arrived? To answer this question, this article aims to understand the incredible popularity of certain virtual influencers with consumers, as well as their limitations. To do this, we collected data from various secondary sources such as websites, reports and newspapers via various sources such as google scholar, Scopus and Springer. The results mainly revealed that artificial intelligence influencers help improve digital marketing campaigns. This is a synthesis article in which we will see 5 sections: an introduction, a literature review, methodology, results and a conclusion.