AI-generated virtual social influencing in digital era

Until a few years ago, Instagram, TikTok and YouTube turned ordinary people into powerful sellers. Brands chased follower counts, and nearly every niche—food, fashion, fitness, travel—had a star. Everyone scrambled to become a popular social-media influencer—from roadside dhaba owners to daily-wage workers—with many documenting their lives. Even medical doctors jumped into the fray. Their content—posts, newsletters and videos—resonated with viewers. Fees soared, with top creators reportedly charging up to ₹22,00,000 ( ₹2.2 million) per reel. Artificial Intelligence (AI) generated virtual influencers (VIs) are helpful, but only with transparency and co-creation with human creators.