THE ROLE OF AI-GENERATED INFLUENCERS IN VIRTUAL AND HYBRID TRAVEL EXPERIENCES

Authors

  • Rakhimova Komila Mansurbek qizi 2nd-year Master’s student at the Institute of Foreign Policy and International Economic Relations, Department of Tourism, specialty "Tourism and Hospitality", Tashkent State University of Oriental Studies, The Republic of Uzbekistan, Tashkent, komilarakhimova1@gmail.com Author
  • Dr. Summera Khalid Associate Professor, Department of Foreign Economic Activity and Tourism, Tashkent State University of Oriental Studies, Tashkent, Uzbekistan, summera_farooque_ali_khan@tsuos.uz, ORCID 0000-0002-1769-7110 Author

Keywords:

Artificial intelligence, AI-generated influencers, virtual tourism, hybrid travel, digital tourism, destination marketing.

Abstract

The rapid advancement of artificial intelligence (AI) has led to the emergence of AI-generated influencers—virtual personas created using machine learning, computer graphics, and natural language processing. These digital entities are increasingly utilized in the tourism industry, particularly within virtual and hybrid travel experiences. This study aims to examine the role, effectiveness, and implications of AI-generated influencers in shaping tourist perceptions, engagement, and decision-making processes. Using a mixed-methods approach that combines content analysis and survey data, the research explores how AI influencers contribute to destination marketing, personalized travel experiences, and sustainable tourism development. The findings reveal that AI-generated influencers significantly enhance user engagement, trust, and accessibility in virtual and hybrid tourism environments. However, ethical concerns, authenticity issues, and technological limitations remain critical challenges. The study concludes by proposing strategic recommendations for the responsible integration of AI influencers in future tourism practices.

References

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Published

2026-03-09

Issue

Vol. 4 No. 42 (2026): Научный Импульс

Section

Articles