This research aims to study the extent of the developing phenomenon related to the use of Artificial Intelligence (AI) technology in marketing using Virtual Influencers (VI). The author carries out a critical literature review of books and several articles from reputable journals, makes a discussion and finally draws conclusions. The results of the literature review show that in the current digital era marketers are required to have high creativity in offering their products to consumers.  Consumers showed positive responses to marketing video content that used Virtual Influencers (VI).  However, marketing must maintain VI credibility because the trust factor is the main consideration for consumers when making transactions.  In this literature review, the author found that consumer interest in Virtual Influencers is due to marketers' creativity and that transactions can occur after there is trust. Therefore, for further research, it is recommended to use trust as a mediating variable between Virtual Influencer and Purchase Intention.