With the rapid development of technology, robotization, Big Data and Artificial Intelligence occupying the forefront of the scientific and media scene, marketing as a field of study and research has undergone a major transformation. This paper traces the advent of a new phenomenon based on artificial intelligence; whose protagonists are virtual influencers promoting well-known brands on Instagram. Through a qualitative study involving focus groups, the authors aim to provide a better understanding of potential followers’ attitudes and perceptions towards these AI-driven strategies in digital marketing, highlighting the fact that consumers resist to the influence that social robots try to exert on them. Despite acknowledging the novelty and technological impact of virtual influencers, participants expressed concerns over authenticity, emotional connection, and the Uncanny Valley effect. The study suggests that while virtual influencers are reshaping marketing practices, they do not yet seem have the same power over consumers as human influencers.