The rapid growth of artificial intelligence (AI), metaverse technologies, and immersive digital platforms has changed the way consumers interact with brands. Digital avatars are now becoming an important part of online shopping, gaming, education, healthcare, and social media platforms. These avatars are AI-powered virtual representations that can act as influencers, assistants, customer support agents, or even digital brand ambassadors. Although the use of digital avatars is increasing rapidly, research explaining their impact on consumer behaviour is still limited and fragmented. Therefore, the present paper develops a conceptual framework to explain consumer acceptance and behavioural intention toward digital avatars by integrating the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT). The study reviews existing literature from artificial intelligence, digital marketing, technology adoption, and consumer behaviour to identify the major factors influencing avatar adoption. The proposed framework highlights perceived usefulness, perceived ease of use, social influence, trust, anthropomorphism, perceived enjoyment, and facilitating conditions as key determinants of behavioural intention and actual usage behaviour toward digital avatars. The paper also discusses theoretical implications, managerial implications, and future research directions for researchers and practitioners working in AI-driven markets.