The Phenomenon of Virtual Influencers
It is one thing to deal with the fear of a dystopian future where robots have taken over, but having to deal with robots encroaching our social media lifestyles makes it even more scary.
The future where this becomes a reality might be nearer than earlier anticipated and the so-called robot dystopian might be starting from social media.
Enter virtual influencers.
What if I told you that some of your favorite social media personalities are actually robots or computer-generated avatars? These digital influencers have mastered the art of online stardom, racking up millions of followers and becoming the envy of real-life celebrities. These eerily perfect people who seem too good to be true are now transforming the way content is created, consumed and marketed online.
All these thanks to radical developments in science, engineering and artificial intelligence, that have made the tools to create these digital personas readily available. As a result, virtual influencers have become the latest marketing craze, peddled by marketers to get you to spend your money.
The rise of AI-based virtual influencers on social media is becoming more common, with social media platforms being home to more than 200 VIs, according to an article by Private Internet Access (PIA).
What are Virtual Influencers?
Virtual influencers, also known as CGI influencers, are, by definition, fictional computer-generated "people" with the realistic traits, personalities, and characteristics of actual people engaging with others in first-person.
They go beyond the constraints of conventional influencers, providing continual availability, worldwide reach, and cost-effectiveness. They don't age, are scandal-free, and can push out content in any language. They also offer a clean, controllable image and can be tailored to fit any campaign. Plus, they're a fraction of the cost of hiring a real-life celebrity.
According to an estimate by Havard Business Review, while a human influencer with a million-plus followers might charge a brand more than $250,000 per post, the company that created Lil Miquela, currently the most popular virtual influencer, charges only $9,000.
This has brought them widespread appeal, quickly emerging as a force in the digital marketing space. Marketing companies now see them as a goldmine for their promotional campaigns.
Types of Virtual Influencers
Virtual influencers come in various forms:
1. Non-Humans
Characters that don’t resemble humans but engage audiences in unique ways. Examples include Brownsock, a quirky sock puppet and Guggimon a part bunny, part horror icon with a cult following.
2. Animated Humans
Cartoon-like figures with exaggerated features. Characters like Noonoouri a fashion icon and Hatsune Miku an animated pop star have achieved huge followings through their animated personas.
3. Lifelike CGI Humans
Realistic figures that closely resemble actual people. Examples include Lil Miquela, a fashion icon, and Shudu Gram, a virtual model, who have both amassed significant followings due to their hyper-realistic appearances and relatable personalities.
Each type offers innovative methods to connect with audiences, boasting millions of followers and significant engagement across social media platforms. Some notable names are:
Innovations in Virtual Influencer Technology
While virtual influencers aren’t a particularly new concept, recent advances in technology have thrust them into the spotlight. Early examples like Cynthia, a photographed mannequin from the 1930s, and Max Headroom, a CGI character from the 1980s, paved the way for modern virtual influencers.
Today, the emergence of social media has provided the stage for virtual influencers, while advancement in technologies like artificial intelligence, computer-generated imagery (CGI) and Metaverse – promising a seamless blend of the real and virtual worlds - have made it easy to bring these digital creations to life and are all contributing to the expansion of virtual influencers in concert.
These digital stars aren't born out of thin air. Using motion capture, artificial intelligence, and computer-generated images, skilled 3D artists can meticulously make these virtual personalities and imbue them with lifelike qualities to correspond with a particular demographic, and deliver the result they want.
Applications of Virtual Influencers
Virtual influencers are making their mark in diverse fields, ranging from education, entertainment, to customer service:
- Entertainment: From fashion tips to lifestyle advice, virtual influencers are collaborating with brands and creating content just like their human counterparts. For example, in the music industry, we already have Noonoouri who has already signed a record deal with Warner Music. Meanwhile Lil Miquela has millions of followers in the fashion industry. Body by Ralph is also another fitness virtual influencer.
- Education: They deliver educational content in engaging ways, offering flexible and self-paced learning experiences. They can be easily manipulated to deliver the desired content and engage students effectively.
- Customer Service: Virtual influencers promote products, collaborate on sponsored content, and engage with audiences. For example, virtual influencer, Lu do Magalu is a digital salesperson for the Brazilian e-commerce site Magazine Luiza, promoting its electrical and household goods. Additionally, brands like IKEA, Samsung, Nike, and Amazon have embraced digital personas to enhance their customer interactions. According to Statista, 35% of American consumers purchased a product in 2022 after a virtual influencer recommended it.
Challenges and Ethical Considerations
Despite the advantages of virtual influencers, the concept is laden with challenges, particularly ethical concerns about transparency. Without clear disclosure, there's a risk of promoting unrealistic lifestyle and beauty standards, especially as virtual influencers are incapable of genuine human emotions and judgments.
Furthermore, we also have the risk of data vulnerability. Sophisticated AI-driven manipulation techniques can be employed in advertising to manipulate consumers' perceptions, ultimately making them susceptible to deceptive practices. Consumers who engage with virtual influencers may inadvertently share sensitive information, such as personal details, IP addresses, and social media profiles, increasing their vulnerability to data breaches. To protect yourself from data vulnerability, you can use a VPN to protect yourself from data theft.
Conclusion
As technology continues to evolve, the world of virtual influencers is set for even greater growth. We can expect to see more sophisticated creations with enhanced AI capabilities, allowing them to interact with their audience in even more human-like ways.
The blurring of lines between the real and virtual worlds will only intensify, raising questions about authenticity, identity, and the impact on human connection.
But as they continue to shape the digital landscape, it's essential to approach them with a critical eye, understanding the carefully constructed narratives behind their seemingly perfect lives.