Influencers virtuales creados por inteligencia artificial y su integración en las estrategias de marketing digital de Pymes mendocinas internacionalizadas

Abstract

This article analyzes the impact of influencers created by artificial intelligence (AI) on the digital marketing strategies of small and medium-sized enterprises (SMEs) from Mendoza, Argentina, with an international outlook. Using a mixed-method approach that includes documentary analysis, semi-structured interviews, and a comparative analytical instrument, the main categories of virtual influencers are identified according to their origin, reach, personalization, and commercial purpose. Associated digital strategies are also explored, such as content marketing, advanced segmentation, multichannel integration, and automated branding. Results show that AI influencers offer low-cost, scalable, and reputation-controlled opportunities, enabling SMEs to compete in global digital environments. The paper concludes with a discussion on the ethical, communicational, and educational challenges involved, both for the business ecosystem and for the professional training processes in marketing.