Virtual and Ai-Generated Influencers Implications for Brand Strategies

Abstract

They are powered by the most sophisticated algorithms of artificial intelligence. They have become the integral parts of brand promotion strategies on social media. Rise of virtual influencers challenges the inherent paradigms of influencer marketing and offers new windows of opportunities for companies to interact with consumers by looking for innovative ways of sharing information and building brand reputation. Virtual influencers represent being held back by traditional paradigms of authenticity and human touch. Unlike their human counterparts, virtual influencers have no physical restraints and could take up an idealized persona that appeals to the target audiences. They are liberated to transcend the traditional confines of identity and representation, giving them the opportunity to contribute towards a unique brand personality and narrative. Thus, they tap into the immensities of creativity that have never been seen before. Leading this marketing revolution are virtual influencers like Lil Miquela and Shudu Gram, who have garnered a huge following and have partnered with major brands. Unlike traditional influencers, virtual influencers do not have physical limitations, nor is there the factor of aging. They are carefully curated digital entities with a plethora of sophisticated personalities and backstories. Built-in responsiveness guarantees that virtual influencers can seamlessly adapt to changing trends or collaborations, assuring continuity and reliability, not even their more established human counterparts can emulate. Veshchev & Smirnova 2020. Lil Miquela, Shudu Gram—and the Rise of Virtual Influencers.