The rapid advancement of AI and metaverse technology combined with the evolving popularity of influencer marketing are fueling the new social media sensation – virtual influencers.  Virtual influencers are digital personalities that post content from their “lives” along with brand partnership with major companies. They’re not real people but computer-generated characters created with advanced CGI, motion capture and AI technology. The three main types of virtual influencers are non-humans, animated humans and life-like CGI humans.

For better and clearer understanding of the virtual influencer marketing it would be beneficial to acknowledge the similarities and differences between virtual and regular marketing. The creation of virtual influencers presents a significant opportunity for brands and retailers to reduce expenditures traditionally allocated to human influencers. These digital personas can be meticulously customized to appeal to specific customer segments and are not constrained by factors such as working hours, unionization, or other physical and legal limitations that typically affect human influencer partnerships. This development raises concerns about potential job displacement for human influencers and the consequent downward pressure on their wages. Moreover, virtual influencer marketing is cost-effective, efficient, and is expected to enhance further with advancements in Generative AI technology.

Nevertheless, these digital influencers do have some restrains when it comes to more compounded tasks. They are particularly effective for showcasing straightforward products like cosmetics but fall short when it comes to more complex items such as furniture. Additionally, they are vulnerable to issues related to copyright infringement, bias, and the manipulation of consumer perceptions.

So what is the public's opinion on the subject?

According to more than 1000 surveys in the United States 52% of the people participating follow at least 1 virtual influencer. And most of the participants follow them on more than one platform - YouTube (28.7%), Instagram (28.4%) and TikTok (20.5%). The major concerns for the remaining 48% of the people are the transparency and authenticity as they struggle to tell the difference between authentic and AI-generated content. As technology advances and virtual influencers resemble humans even more, it’s imperative for brands to be transparent about how they use these tools.

Even though most people trust regular influencers when it comes to making a purchase or other decision, brands such as Dior, Nike, Calvin Klein and BMW continue to rely on virtual influencers. Some of the top virtual influencers are:

•  Lil Miquela – Lil Miquela is a “21-year-old robot living in LA.” She was launched in 2016 and now she has 2.5 million Instagram followers and 3.5 million TikTok followers. She’s partnered with brands like Prada, Pacsun and Calvin Klein and even earned a spot on TIME magazine’s list of the ‘25 most influential people on the internet.
•  Imma – She is s virtual influencer with almost 400.000 Instagram followers. She’s mainly known for her iconic bubblegum pink bob and killer sense of style. Imma was recently featured in a Coach campaign alongside celebrities like Camila Mendes, Lee Young-Ji, and Lil Nas X.

To conclude, virtual influencers may not be humane, but they do not fail in conveying emotions just like humans and becoming trustworthy public images. Because of their unmatchable personalities based on unique charms, brands all over the world seek assistance from virtual influencers with their marketing plans.