The phenomenon of virtual influencers, which has been spreading in the United States for some time, is generating growing interest in Italy as well. Virtual influencers guarantee greater protection for brand image, reducing the risk of scandals or committing mistakes in communication. They can easily control the entire process of spreading the desired message, planning content, and the methods and time of conveying it. However, virtual influencers also have important limits with respect to traditional influencers: they lack authenticity, there is less transparency as concerns the goals for which these entities have been created, and ethical problems such as the risk of adding new stereotypes of beauty that are impossible to reach.