Impact of artificial intelligence on fashion:analysis of digital influencers in international fashion weeks

Article Sidebar

imagen_41
PDF (Spanish) PDF EPUB (Spanish) HTML (Spanish)
Published: Mar 5, 2025
Updated: 2025-03-05
Versions:
2025-03-05 (4)
DOI: https://doi.org/10.17163/uni.n41.2024.03
Keywords:
Influencer, artificial intelligence, company, Instagram, social networks, digital influencers, brands, metaverse

Main Article Content

Paula Fajardo Rodríguez-Borlado
Universidad de Sevilla
https://orcid.org/0009-0005-5960-6546
Concha Pérez-Curiel
Universidad de Sevilla
https://orcid.org/0000-0002-1888-0451

Abstract

The phenomenon of digital influencers has transformed the way brands communicate with their audience via social networks. In a society that is governed by immediacy, companies have taken the lead in considering Instagram as the platform on which to advertise their products. In this scenario, influencers become a key tool and a business market for advertising. In parallel, Artificial Intelligence has given riseto a world of avatars, a non-human profile, that develop capabilities with unknown effects on audiencesand that focus the attention of fashion brands. The objective of this research is to understand how digital influencers communicate on Instagram and the impact on luxury brands. A dual-focus content analysis methodology (quantitative/qualitative) and SPSS statistical tool are applied. The first results show the level of frequency of digital influencers in the advertising campaigns of fashion brands, the presence of luxury brands in their conversations and a positive interaction with users, despite being profiles thatcannot reproduce the emotions of human language, we have been able to obtain some results whichsupport that, although the avatars generated by artificial intelligence (AI) have the necessary characteristics to play a relevant role in brand advertising on social networks, it cannot be said that are involved in the “influencer” profession in at least not in the near future. In the future, it may be equivalent to the work done by humans.

Article Details

Issue
No. 41: (September 2024-February 2025). New challenges in the communication of fashion brands. A vision from journalism, advertising and consumer sociology.
Section
Dossier Temático
Licencia

Universitas-XXI Journal aligns with the principles of open access and academic collaboration by adopting the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (CC BY-NC-SA 4.0). This license ensures that published content can be used and shared widely under the following conditions:

Attribution: Authors and the journal must be appropriately credited as the original creators of the content, with full reference and a link to the publication provided.

Non-commercial use: Content may not be used for commercial purposes, preserving its academic and educational intent.

ShareAlike: Derivative works must be distributed under the same terms as this license, promoting the creation of accessible and equitable knowledge.

By implementing this license, the Universitas-XXI Journal strengthens its commitment to disseminating high-quality research, providing free access to knowledge, and fostering a collaborative environment among researchers, educators, and students worldwide.

This decision reflects core values of responsibility, ethics, and transparency in academia, ensuring that intellectual contributions serve as a foundation for new research and projects while respecting the rights of authors and the scientific community.

For more information about this license, please visit the following link: https://creativecommons.org/licenses/by-nc-sa/4.0/"

References

Abeles, T. P. (2007). Education unbound. On The Horizon, 15(4), 199-203. https://doi.org/10.1108/10748120710836219

Allal-Chérif, O., Puertas, R., & Carracedo, P. (2024). Intelligent influencer marketing: how AI-powered virtual influencers outperform human influencers. Technological Forecasting & Social Change/Technological Forecasting And Social Change, 200, 123113. https://doi.org/10.1016 j.techfore.2023.123113

Au, Wagner James (2005). “Taking new world notes: an embedded journalist’s rough guide to reporting from inside the Internet’s next evolution”. First Monday. https://doi.org/10.5210/fm.v0i0.1562

Curiel, C. P., & Ortiz, S. L. (2018). El marketing de influencia en moda. Estudio del nuevo modelo de consumo en Instagram de los millennials universitarios. AdComunica, 255-281. https://doi.org/10.6035/2174-0992.2018.15.13

Marketing digital en la moda. (2015). José Luis del Olmo y Joan Francesc Fondevila Gascón. https://books.google.com.pe/books?id=aDaPAwAAQBAJ&printsec=frontcover&hl=es&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false

Dionisio, J. D. N., Burns, W. G., III, & Gilbert, R. (2013). 3D Virtual worlds and the metaverse. ACM Computing Surveys, 45(3), 1-38. https://doi.org/10.1145/2480741.2480751

Gerlich, M. (2023). The power of virtual influencers: Impact on consumer behaviour and attitudes in the age of AI. Administrative Sciences, 13(8), 178.

https://doi.org/10.3390/admsci13080178.

La Inteligencia Artificial y el Metaverso. (2023, 5 abril). OBS Business School. https://www.obsbusiness.school/blog/la-inteligencia-artificial-y-el-metaverso

Kelly, N. N. M. (2018). “Works like Magic”: Metaphor, Meaning, and the GUI in Snow Crash Science-fiction Studies, 45(1), 69. https://doi.org/10.5621/sciefictstud.45.1.0069

Eyada, B. (2023). Advertising in the Metaverse: Opportunities and Challenges. International Journal Of Marketing Studies, 15(1), 22. https://doi.org/10.5539/ijms.v15n1p22

Krippendorff, K. (2004). Content analysis: an introduction to its methodology. SAG

Kye, B., Han, N., Kim, E., Park, Y., & Jo, S. (2021). Educational applications of metaverse: possibilities and limitations. Journal of educational evaluation for health professions, 18, 32. https://doi.org/10.3352/jeehp.2021.18.32

Liu, F. y Lee, Y. (2024). Virtually responsible? Attribution of responsibility toward human vs. virtual influencers and the mediating role of mind perception. Journal of Retailing and Consumer Services, 77, 103685.

https://doi.org/10.1016/j.jretconser.2023.103685

Fachelli, S. (2015). Metodología de la investigación social cuantitativa. Diposit Digital de Documents de la UAB. https://ddd.uab.cat/record/129382

Marín, G. J., Zambrano, R. E., Pérez, E. B., & Marcos, P. S. (2019). Eficacia del endorsement marketing: La comunicación de las empresas de retail a través de Instagram. In Redes sociales, tecnologías digitales y narrativas interactivas en la sociedad de la información (pp. 109-120). McGraw-Hill Interamericana de España.

https://www.researchgate.net/publication/341271366_Eficacia_del_endorsement_marketing_la_comunicacion_de_las_empresas_de_retail_a_traves_de_instagram

Markerly. (2017). Instagram Marketing: Does Influencer Size Matter?

http://markerly.com/blog/instagram-marketing-does-influencer-size-matter/

Ning, H., Wang, H., Lin, Y., Wang, W., Dhelim, S., Farha, F., Ding, J., & Daneshmand, M. (2021). A Survey on Metaverse: the State-of-the-art, Technologies, Applications, and Challenges. arXiv preprint arXiv:2111.09673, 1-32. https://doi.org/10.48550/arXiv.2203.02662

Del Mar, G. P. M. (2023, 1 junio). Metaverso en el marketing de moda de lujo: La transformación digital de la experiencia del consumidor. Universidad Católica San Antonio de Murcia. http://hdl.handle.net/10952/7629

Papagiannidis, Savvas; Bourlakis, Michael; Li, Feng (2008). “Making real money in virtual worlds: Mmorpgs and emerging business opportunities, challenges and ethical implications in metaverses”. Technological forecasting and socialchange, v. 75, n. 5, pp. 610-622.

https://doi.org/10.1016/j.techfore.2007.04.007

Park, S. M., & Kim, Y. G. (2022). A metaverse: Taxonomy, components, applications, and open challenges. IEEE access, 10, 4209-4251.

https://ieeexplore.ieee.org/document/9667507

Pedroza, H., Dicovskyi, L., & De Tecnología Agropecuaria Managua, I. N. (2007). Sistema de análisis estadísticos con SPSS. http://repositorio.iica.int/handle/11324/4106

REAL ACADEMIA ESPAÑOLA: Diccionario de la lengua española, 23.ª ed., [versión 23.7 en línea]https://dle.rae.es

Mercedes, R. Á., & Francesc, M. O. (2014, 1 octubre). Operacionalización de conceptos/variables. http://hdl.handle.net/2445/57883

Rodríguez-Rodríguez, J., & Reguant-Álvarez, M. (2020). Calcular la fiabilidad de un cuestionario o escala mediante el SPSS: el coeficiente alfa de Cronbach. https://api.semanticscholar.org/CorpusID:225600101

Rodríguez Tome, M. (2023). METAVERSO COMO HERRAMIENTA DE COMUNICACIÓN DIGITAL EN EMPRESAS DE MODA [Trabajo Fin de Curso, Universidade Da Coruña]. http://hdl.handle.net/2183/34572

Rospigliosi, P. A. (2022). Metaverse or Simulacra? Roblox, Minecraft, Meta and the turn to virtual reality for education, socialisation and work. Interactive Learning Environments, 30(1), 1–3. https://doi.org/10.1080/10494820.2022.2022899

Sadaba, T., & SanMiguel, P. (s. f.). Fashion Blog’s Engagement in the Customer Decision Making Process. Advances In Logistics, Operations, And Management Science Book Series, 211-230. https://doi.org/10.4018/978-1-5225-0110-7.ch009

Sands, S., Campbell, C. L., Plangger, K., & Ferraro, C. (2022). Unreal influence: leveraging AI in influencer marketing. European Journal Of Marketing, 56(6), 1721-1747. https://doi.org/10.1108/ejm-12-2019-0949

Sanz-Marcos, P., Jiménez-Marín, G., & Elías-Zambrano, R. (2019). The influencer’s power in strategic brand decisions: Consequences for Spanish advertising agencies. AdComunica, 63-86. https://doi.org/10.6035/2174-0992.2019.18.5

Segarra-Saavedra, J., & Hidalgo-Marí, T. (2018). Influencers, moda femenina e Instagram: el poder de prescripción en la era 2.0. Revista Mediterránea De Comunicación, 9(1), 313-325. https://doi.org/10.14198/MEDCOM2018.9.1.17

Segura, R. V., Fernández, P. V., & Trijueque, S. G. (2019, 31 enero). La comunicación de moda en YouTube: análisis del género haul en el caso de Dulceida. https://revistaprismasocial.es/article/view/2828

John, S. (2014). A Metaverse Roadmap: Pathways to the 3D Web, 2007. Bradleystrawser. https://www.academia.edu/266307/A_Metaverse_Roadmap_Pathways_to_the_3D_Web_2007

Silverman, D. (2016). Introducing qualitative research. Qualitative research, 3(3), 14-25.

Stone, P., Brooks, R., Brynjolfsson, E., Calo, R., Etzioni, O., Hager, G., ... & Teller, A. (2022). Artificial intelligence and life in 2030: the one hundred year study on artificial intelligence.

https://doi.org/10.48550/arXiv.2211.06318.

Suárez, I. D. (2022, 12 agosto). ¿Qué papel juega la Inteligencia Artificial en el Metaverso? Metaverso247. https://metaverso247.com/metaverso/2022/08/12/que-papel-juega-la-inteligencia-artificial-en-el-metaverso/

Verónica, C. P., Sánchez-Amboage, E., & Membiela-Pollán, M. (2023). Retos del metaverso: una revisión sistemática de la bibliografía desde las Ciencias Sociales, el Marketing y la Comunicación. http://hdl.handle.net/2183/32772

Vila Banos, R. (2006). ¿Cómo hacer un análisis cuantitativo de datos de tipo descriptivo con el paquete estadístico SPSS? Universitat de Barcelona Institut de Ciencies de L’Educació Secció de Recerca. https://diposit.ub.edu/dspace/bitstream/2445/43757/1/540754.pdf

Chu, C., & Yamamoto, K. (2019). Followers don’t matter, but these numbers do: determining factors that affect conversion rates of influencer marketing campaigns. . https://koara.lib.keio.ac.jp/xoonips/modules/xoonips/download.php/KO40003001-00002019-3565.pdf?file_id=150453