Listen To This Post
New Delhi: India’s virtual influencer market is set for rapid expansion, with projections indicating it could grow by 15–20% to reach $1.9–2 billion by 2030, according to a report by Deloitte.
The report highlights that advances in Generative AI (GenAI) are driving this growth by significantly reducing the time and cost required to create high-quality digital content, enabling brands and creators to produce more personalised, scalable content across languages and formats.
AI Reshaping Content Creation
Deloitte noted that AI tools are allowing creators to:
- Produce audience-centric content at scale
- Iterate faster across multiple formats
- Expand reach across platforms with lower production costs
This shift is expected to accelerate the rise of virtual influencers—AI-generated personalities used by brands for marketing and engagement.
Trust Emerges as Key Currency
However, the report cautioned that the surge in AI-generated and synthetic content will also raise concerns around authenticity and credibility.
It emphasised that transparency, platform governance and clear disclosure mechanisms will become critical to maintaining audience trust and advertiser confidence.
Three Key Drivers of Growth
The report identified three major forces shaping India’s media and entertainment ecosystem:
- AI-enabled content creation at scale
- Formalisation of creator-led formats
- Rise of live experiences as a monetisation engine
As audience attention becomes fragmented across platforms, the focus is expected to shift from mass reach to deeper engagement, with value being created through immersive formats and repeatable revenue streams.
Industry Perspective
Chandrashekar Mantha, Partner and Media & Entertainment Sector Leader at Deloitte India, said the industry is increasingly being defined by “trust and attention”.
He noted that while AI is making content creation faster and cheaper, originality, clarity of rights, and transparency will determine long-term success.
“The winners will be those who can convert fandom into sustainable value while maintaining authenticity and strong governance,” he said.
Evolving Monetisation Models
The report added that future growth will depend on integrating digital content, live experiences, and commerce-driven ecosystems, enabling creators and platforms to build sustainable, diversified revenue models in India’s rapidly evolving entertainment landscape.
