author(s)
Deep Sagar Verma and Ankita Pareek

abstract
The emergence of AI-driven virtual influencers is transforming the fashion industry within the Metaverse, reshaping traditional paradigms of brand interaction, consumer engagement, and trend-setting. These digital personas, powered by advanced artificial intelligence and machine learning algorithms, provide highly personalized, dynamic, and interactive fashion experiences that transcend the limitations of both physical and conventional digital environments. By mimicking human-like behaviors and engaging with audiences on a personal level, these virtual influencers create a unique form of engagement that is immersive and tailored to individual consumer preferences. This paper investigates the significant role of AI-driven virtual influencers in the Fashion Metaverse. AI-driven virtual influencers stand out as key drivers of innovation in fashion marketing, enhancing brand visibility and fostering new forms of consumer engagement through personalized content, interactive experiences, and real-time responsiveness. From virtual fashion shows to digital clothing and custom styling advice, these AI entities offer consumers a futuristic and fully integrated fashion journey. The study explores how virtual influencers are redefining fashion marketing strategies, enabling brands to reach global audiences with content that is both engaging and relevant. Virtual influencers create opportunities for brands to connect with niche communities and younger demographics, while helping to break down barriers of traditional advertising. Additionally, the research highlights the potential of these digital personas to set trends, shape consumer behavior, and establish new forms of fashion ownership within the Metaverse. Through a mixed-methods approach including case studies and surveys, the paper examines the impact of AI-driven virtual influencers on the fashion sector. The findings underscore their transformative power in creating a more immersive, personalized, and sustainable fashion experience. AI-driven virtual influencers are poised to play a pivotal role in shaping the future of fashion within the Metaverse, offering brands and consumers new possibilities for creative expression, collaboration, and consumption. As the Metaverse evolves, these virtual influencers will remain at the forefront, paving the way for future advancements and innovations in the fashion industry.