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

The phenomenon of digital influencers has transformed the way brands communicate with their au-dience 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 rise to a world of avatars, a non-human profile that develop capabilities with unknown effects on audiences and that focus the attention on fashion brands. The objective of this research is to unders-tand 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 that cannot reproduce the emotions of human language, we have been able to obtain some results which support 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