Virtual influencers and digital humans in Organizational Communication

AI for exposure and engagement

Abstract

The article investigates the use of artificial intelligence (AI) agents by organizations in their communication strategies with stakeholders, focusing on the ways in which these agents are exploited to generate engagement and strengthen the digital presence of brands. The relevance of the research lies in the critical approach adopted, which allows us to identify not only the benefits but also the risks and challenges of integrating humans and machines in building communicational relationships. The study uses a qualitative methodology based on case studies, selected according to criteria such as media relevance, the role of AI in the actions analyzed, and diversity of economic sectors. The analysis focuses on elements such as narrative construction, consistency between brand identity and values, engagement generated, and the type of digital presence built by the agents. The article seeks to highlight which communication strategies have greater power of adherence with the public and how AI agents contribute (or not) to this process. Throughout the work, the main theoretical concepts that underpin the research are discussed, and then the selected cases are analyzed, offering a reflection on the role of artificial intelligence in contemporary organizational communication. The study contributes to the understanding of the transformations underway in the field of communication and reinforces the importance of a critical analysis of the growing use of AI, highlighting both its strategic potential and the ethical and operational challenges involved in its adoption by companies in different sectors.