AI virtual influencers are reshaping the future of social media marketing, attracting millions of followers and collaborating with global brands just like real people.
Laila Khadraa, Puma’s new virtual ambassador, created by software developer Loop, is a 21-year-old Moroccan marketing student who loves football, running and surfing.
She has more than 12,000 followers on Instagram, where she shares glimpses into her life, including her recent “visit” to PUMA HQ in Germany.
Piotr Bombol, the co-founder of AI-powered marketing researcher Adaily, said companies are using virtual influencers because it’s convenient and effective.
“You can create an influencer to act as a brand representative in no time,” he told AdNews.
“The quality is very good, which can, consciously or not, trick fans into believing that’s a real person… I can certainly understand why it’s becoming a trend.”
Chanel, Dior, KFC, Red Bull, Samsung, Tinder and YouTube have all used digital avatars, designed to look and act like real people, to promote their products online.
A recent survey conducted by SBS Swiss Business School found that customers are increasingly attracted to virtual influencers and perceive them as more trustworthy, credible, and relevant to their preferences.
The study revealed that these digital avatars influenced customers’ opinions, considerations, and likelihood of purchase because people trusted their expertise.
Bombol said using virtual influencers to post perfectly curated content has been highly effective for those who have been progressive and brave enough to give it a go.
“The cost of deploying an influencer and creating content with them is negligible from a brand’s budget perspective.
“Though we should take into consideration that it has to be run, overseen, and adjusted by someone who knows the brand - most often an advertising agency.”
Bombol said the main benefit of using a virtual influencer is that the brand has complete control over the content.
However, one of the biggest challenges is understanding how diffusion models for AI image generation work to oversee and adjust their virtual influencer to ensure they align with brand values.
“Brands had to accept that they weren’t going to have complete control over what happened on their channels,” he said.
“People could comment negatively or spread information that hurts the brand, but virtual influencers give brands back that control.”
Adaily, which gathers data on award-winning campaigns, found that virtual influencers have been proven to drive up to 3% more engagement on social media platforms.
Bombol said Lu do Magalu, a virtual influencer from Brazil, has almost 25 million followers.
“It’s proven to work. Lu from Magalu is an amazing example. She’s driven tangible business results for Brazil’s biggest online retailer,” he said.
“If you don’t invest in paid promotion it may not reach enough people, but virtual influencers clearly have the potential to drive real results.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.