abstract
- Virtual influencers (VIs) are AI-enabled digital characters increasingly used in brand communication, yet evidence on their consumer effects remains fragmented. Following PRISMA 2020, we searched Scopus and Web of Science (2020¿16 Jan 2026; English/Spanish) and synthesized 26 peer-reviewed studies. Results show that visual design cues (realism, anthropomorphism, style coherence) and transparency practices (disclosure of artificiality/sponsorship) act as signals shaping credibility/trust and perceived authenticity, often via parasocial mechanisms and engagement, thereby influencing brand attitudes and purchase intention. We integrate these findings with a visual-culture lens and outline implications and research priorities.