<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1390-8634</journal-id>
<journal-title><![CDATA[Universitas-XXI, Revista de Ciencias Sociales y Humanas]]></journal-title>
<abbrev-journal-title><![CDATA[Universitas]]></abbrev-journal-title>
<issn>1390-8634</issn>
<publisher>
<publisher-name><![CDATA[Universidad Politécnica Salesiana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1390-86342024000200075</article-id>
<article-id pub-id-type="doi">10.17163/uni.n41.2024.03</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Impacto de la inteligencia artificial en la moda: Análisis de influencers digitales en las fashion weeks internacionales]]></article-title>
<article-title xml:lang="en"><![CDATA[Impact of artificial intelligence on fashion: analysis of digital influencers in international fashion weeks]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez-Borlado]]></surname>
<given-names><![CDATA[Paula Fajardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pérez-Curiel]]></surname>
<given-names><![CDATA[Concha]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Sevilla  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Sevilla  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<numero>41</numero>
<fpage>75</fpage>
<lpage>99</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S1390-86342024000200075&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S1390-86342024000200075&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S1390-86342024000200075&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El fenómeno de los influencers digitales ha transformado la manera en que las marcas se comunican con su audiencia vía redes sociales. En una sociedad que se rige por la inmediatez, las empresas han tomado la delantera al considerar Instagram como la plataforma donde publicitar sus productos. En este escenario, los influencers se convierten en una herramienta clave y un mercado de negocio para la publicidad. En paralelo, la inteligencia artificial ha dado lugar a un mundo de avatares, un perfil no humano, que desarrollan capacidades con efectos desconocidos sobre los públicos y que centran la atención de las marcas de moda. El objetivo de esta investigación es conocer cómo se comunican en Instagram los influencer digitales y el impacto en las marcas de lujo. Se aplica una metodología de análisis de contenido de doble enfoque (cuantitativo/cualitativo) y herramienta estadística SPSS. Los primeros resultados muestran el nivel de frecuencia de los influencers digitales en las campañas publicitarias de las marcas de moda, la presencia de las marcas de lujo en sus conversaciones y una interacción positiva con los usuarios. A pesar de ser perfiles que no pueden reproducir las emociones del lenguaje humano, hemos podido obtener algunos resultados los cuales avalan que, si bien los avatares generados por inteligencia artificial (IA) tienen las características necesarias para desempeñar un papel relevante en la publicidad de las marcas en las redes sociales, no se puede decir que estén involucrados en la profesión de &#8220;influencer&#8220; al menos no en un futuro próximo. En el futuro, podrían llegar a realizar un trabajo equivalente al de los humanos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The phenomenon of digital influencers has transformed the way brands communicate with their audience 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 of fashion brands. The objective of this research is to understand 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 &#8220;influencer&#8221; profession in at least not in the near future. In the future, it may be equivalent to the work done by humans.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Influencer]]></kwd>
<kwd lng="es"><![CDATA[inteligencia artificial]]></kwd>
<kwd lng="es"><![CDATA[empresa]]></kwd>
<kwd lng="es"><![CDATA[Instagram]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[influencers digitales]]></kwd>
<kwd lng="es"><![CDATA[marcas]]></kwd>
<kwd lng="es"><![CDATA[metaverso]]></kwd>
<kwd lng="en"><![CDATA[Influencer]]></kwd>
<kwd lng="en"><![CDATA[artificial intelligence]]></kwd>
<kwd lng="en"><![CDATA[company]]></kwd>
<kwd lng="en"><![CDATA[Instagram]]></kwd>
<kwd lng="en"><![CDATA[social networks]]></kwd>
<kwd lng="en"><![CDATA[digital influencers]]></kwd>
<kwd lng="en"><![CDATA[brands]]></kwd>
<kwd lng="en"><![CDATA[metaverse]]></kwd>
</kwd-group>
</article-meta>
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