The Unstoppable Rise of AI-Powered Personalities: A Marketing Revolution. | by Mindful Explorer | May, 2023

Is the future of influencer marketing dominated by virtual personalities? In today’s digital landscape, influencers have become a powerful force in marketing, with their ability to sway trends and influence the purchasing decisions of their audiences. As technology advances, we’re witnessing a new phenomenon in the world of influencer marketing: the emergence of virtual or AI influencers. These computer-generated or animated characters exist solely online and are rapidly gaining popularity among consumers.

According to a 2022 survey by the Influencer Marketing Factory, 58% of respondents follow at least one virtual influencer, and 35% have purchased a product promoted by one. Younger consumers, aged 18–44, are most likely to be influenced by these virtual personalities. Brands like Balmain, Balenciaga, and Prada have already harnessed the power of virtual influencers, partnering with popular figures like Lu Do Magalu, Lil Miquela, and Guggimon.

Some of the most successful partnerships between virtual influencers and well-known brands include KFC’s collaboration with a virtual Colonel Sanders, and luxury fashion brand Balmain’s engagement with both Lil and Shudu. These campaigns demonstrate the vast potential of virtual influencers in the marketing landscape.

Working with virtual influencers offers several advantages for brands. They can maintain complete control over the creative process, ensuring their message is accurately portrayed. These digital influencers can also generate content around the clock, providing a continuous stream of engagement for consumers. Luxury brands, in particular, have found success with this approach. Prada has partnered with Miquela since 2018, and for their latest Candy perfume campaign, they developed a virtual model named after the fragrance.

Virtual influencers also offer the opportunity to reach younger audiences. Lenovo’s recent partnership with virtual influencer Imma for a campaign in Japan is a prime example of targeting this demographic. However, there are challenges to working with virtual influencers, such as a lack of control over the anonymous humans who create these personas. To mitigate potential risks, brands can work with established virtual influencers with a strong reputation in their industry.

As digitalization continues to progress, it’s likely that virtual influencers will become an even more significant part of the influencer marketing landscape. Artificial Influencer Marketing, powered by CGI and AI technology, allows brands to create their own ambassadors, like Miquela, Shudu, and Colonel Sanders, who can engage with vast audiences on social media.

The fashion industry, in particular, is embracing this new frontier of marketing. With CGI influencers, brands can control every aspect of a virtual photoshoot, from the environment to the clothing, saving time and reducing the risk of negative feedback. As 3D technology improves, virtual influencers are expected to make even more significant strides in industries like education, finance, and entertainment.

Shudu, the world’s first digital supermodel, has made a significant impact on the fashion industry since her creation in 2017 by former fashion photographer Cameron-James Wilson. With her stunning dark-brown skin, tall frame, and striking features, Shudu has captivated audiences worldwide. In just two years, she has been featured in renowned publications like Vogue and WWD, fronted campaigns for Balmain and Ellesse, and attended the 2019 BAFTA film awards in a bespoke Swarovski gown. Along with other virtual models and influencers like Noonoouri and Lil Miquela, Shudu has been making waves on social media platforms like Instagram.

Shudu’s rise to prominence began when Rihanna’s beauty brand Fenty reposted an image of her wearing their lipstick. The post garnered over 222,000 likes, a significant increase from the average 50,000 likes Fenty’s posts typically received. This surge in attention led Wilson to clarify that Shudu was an art project rather than a real person.

Despite her success, Shudu has faced controversy due to her artificial nature. Some critics argue that the use of virtual models like Shudu could have negative implications for the modeling industry, potentially replacing real models and altering perceptions of beauty. As the popularity of virtual influencers and models continues to grow, it will be crucial for creators, brands, and consumers to navigate the ethical implications of this emerging trend.

However, there are ethical and social concerns surrounding the use of virtual influencers. The power and control that these digital characters offer to brands could lead to biases and misconduct by their human creators. As we move forward, the responsibility of ensuring that virtual influencers are used ethically and transparently will fall on creators, lawmakers, and society as a whole.

As we continue to embrace an increasingly digital world, the unstoppable phenomenon of virtual influencers becomes an inevitable reality. As our lives become more intertwined with technology, the distinction between digital and non-digital influencers may seem irrelevant. After all, the influencers we follow often feel distant and intangible; we primarily know them through images and digital interactions.

Virtual influencers, with their ability to captivate audiences, adapt to brand messaging, and engage with the digital-native generation, are poised to revolutionize the world of influencer marketing. As this trend continues to gain momentum, it’s time to ask ourselves: does it matter if the influencers we admire are real or not?