Will the next influencer you hire be digital? | by Wix | Wix.com | Nov, 2023

In November, Kami made history as the first model with a disability to walk the virtual runway at Brazil Immersive Fashion Week. Her message to the world: “I want people with Down syndrome to be represented in places they never were before. In gaming, the metaverse, virtual fashion shows, everywhere!”

Similarly, Shudu is supported by human “muses” who stand in for her in photoshoots, video campaigns, and interviews to bring the team’s collective vision for Shudu to life.

“Storytelling is at the core of what I do and who I am and so we are constantly thinking about the narratives we tell through the projects and brands we work with,” Shudu says. “I want to create a safe space for the more challenging conversations that face the industries that I’m a part of and provide a platform for the voices that need to be shared.”

While thus far most virtual and AI influencers have debuted as new identities, this new generation of influencers represents another revolutionary idea: that human models could live in digital form forever. Think: Burberry’s 2020 TB Summer Monogram campaign with a virtual Kendall Jenner. Or, the CGI of Justin Bieber sponsored by Amazon.

“Once you are digitized, you are immortalized,” says Wilson.

Some of the biggest icons can expand their careers without limit. They can work without aging (or even age backwards). They can work within any medium, language, or environment.

Beyond this, “AI and digital influencers could be valid for almost every industry possible,” says Moran Kadussi, content strategy lead at Wix. “They could represent startups, gaming, automotive, and leisure and wellness. Imagine, for example, a virtual model who travels the world and represents an online travel marketplace, or a virtual trainer who encourages you to do your pushups every day.”

Digital influencers’ impact on social commerce is indisputable, especially when it comes to attracting the Gen Z consumer. Over half of Gen Z social media users say they plan to get fashion or beauty inspiration from digital avatars or influencers in 2023, according to an Instagram Trend Report.

“Once we have Gen Alphas ruling the world, AI influencers will be so much bigger,” Kadussi further points out. “I’m not sure everybody understands what possibilities can be reached with AI.”

Currently, digital influencers are still somewhat of an enigma, with a relatively small number of creators and brands taking part. But, 3D animation is wide open territory. It can be learned. It can be tested. It can be improved upon.

As Shudu reminds us, “As you and your understanding of technology continue to advance and change, so will I…I’m ageless and timeless.”

“The only limits I have are the ones you create in your mind.”