The Artificial Wave: the Phenomenon of AI Influencers, Cultural Virality, and the Marisa Maiô Case

Author Information

Guilherme Pessina, Instituto Brasileiro de Ensino, Desenvolvimento e Pesquisa, Brazil
Lucia Fernandes, Instituto Brasileiro de Ensino, Desenvolvimento e Pesquisa, Brazil

Abstract

This study investigates the emerging phenomenon of digital influencers generated by artificial intelligence (AI), with a focus on the Brazilian case "Marisa Maiô" — a hyper-realistic avatar created by Raony Phillips using Google’s Veo 3 platform. The research explores the convergence of generative technology, narrative strategies, and cultural marketing, offering a critical analysis of how synthetic personas are reshaping the digital communication ecosystem. AI influencers are contextualized as a strategic response to the limitations of human influencers, offering advantages such as narrative control, predictability, and 24/7 availability. Methodologically, the paper employs a case study and discursive analysis centered on the aesthetics, narrative structure, and public reception of the audiovisual content. "Marisa Maiô" is examined as a sophisticated satire of Brazilian “trash TV”, whose virality stems from a combination of media nostalgia, ontological ambiguity, and creative ingenuity. The study also provides a comparative overview of global AI influencers, discusses ethical risks in their adoption, and proposes strategic guidelines for brands and creators. The findings suggest that the success of such avatars lies not in mimicking human authenticity, but in narrative consistency and loyalty to their fictional personas. This work contributes to broader discussions on platformization of culture, emerging audiovisual languages, and the evolving boundaries between human and synthetic in contemporary marketing.

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