The rise of influencers designed by artificial intelligence

What is a virtual influencer?

Imagine a personality that never sleeps, never ages, and maybe in a thousand places at once. No, he's not the latest comic book superhero, but a virtual influencer! Created using advanced artificial intelligence and 3D graphics technologies, these digital avatars interact with real audiences on social platforms, simulating a human presence with disturbing perfection. The very first, Miquela Sousa, or simply Lil Miquela, burst onto Instagram in 2016, blowing the world away with her realistic appearance and seemingly authentic interactions. Since then, the barrier between virtual and reality has continued to crumble, opening up new opportunities for brands eager to push the boundaries of marketing creativity.

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image source: E-marketing.fr

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Compared to their human cousins, these avatars don't need coffee breaks, never get sick, and most importantly, they're not likely to create scandals. While real influencers can sometimes be unpredictable, our digital friends offer brands the dream of a perfectly controlled image. All of this, without ever compromising style or content.

How do virtual influencers work?

Virtual influencers are the new marketing stars, designed using cutting-edge technologies like artificial intelligence (AI) and computer-generated imagery (CGI). To create one of these avatars, you start by defining their identity, including their appearance, personality, and interests, to match a specific brand image. Graphic designers use CGI to model faces and bodies that can express realistic emotions.

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image source: Comarketing-News

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These characters are then animated using AI algorithms that allow them to react in real time, publish content, and interact with users as a real person would. They are programmed to learn from each comment and each like, honing their ability to engage genuinely with their audience. This complex process is not only a technical feat but also an art, aimed at creating a digital presence that is both engaging and genuinely appealing to the target audience.

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For brands, these avatars represent mouthpieces that are eternally young and always in line with trends, capable of creating an emotional connection without ever risking a misstep.

Benefits of virtual influencers for brands

We are in a world where the spokesperson never wrinkles and always stick to the script. Virtual influencers, digital characters shaped by advanced technologies, offer a multitude of advantages for brands in the digital marketing arena.

Cost efficiency

Unlike human influencers who often require high fees and travel expenses, virtual influencers require an initial investment in creation and occasional maintenance. This uniqueness significantly reduces operational costs, making campaigns more affordable in the long term.

International commitment

Thanks to their digital nature, virtual influencers transcend geographic and linguistic boundaries. They can be programmed to be expressed in multiple languages, allowing a brand to communicate globally without the language barrier. Their constant online presence also ensures 24/7 availability, reaching audiences at various times of the day, regardless of their time zone.

Image control

With a virtual influencer, brands can shape the exact look and personality they want to project. This means that every detail, from what you wear to how you speak, can be precisely defined to reflect brand values, ensuring a consistent and tailored image.

Consistency of the message

Your influencer will never say anything the wrong way. Programmed for perfection, he recites the script with the precision of a Swiss clock, without ever coming out of his nails. It's the dream of every brand: a messenger who never makes mistakes!

Unlimited lifespan

Unlike human influencers, virtual influencers don't age and their popularity doesn't depend on the vagaries of fashion or their personal lives. They can be used for as long as the brand wants, without the worry of declining relevance or appeal.

Consumer engagement

With their digital charisma, these influencers attract attention and arouse enthusiasm. They are like magnets and easily capture the attention of audiences, especially those who are tech-savvy and young. They can interact in creative and entertaining ways, generating deep and lasting engagement.

Examples of successful campaigns

Lil Miquela for Puma

In 2016, Lil Miquela, one of the first virtual influencers, was used by Puma to promote Fenty Creeper shoes, resulting in considerable buzz and significant engagement on social media.

Noonoouri for Dior

In 2019, Noonoouri, famous for her stylish look and digital personality, collaborated with Dior to present their autumn-winter collection. It was a masterstroke in reaching a young and connected audience.

image source: Daily Mail 

Shudu Gram for Balmain

Balmain integrated Shudu Gram, the first black virtual model, into its makeup campaign, highlighting the importance of diversity and inclusiveness in the fashion industry.

image source: 20 minutes 

These initiatives show that virtual influencers are not only a technological novelty, but real players in the marketing of tomorrow, capable of redefining the way in which brands interact with their consumers.

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Top 5 virtual influencers to follow in 2024

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Here is a presentation of the top 5 virtual influencers to follow, who are leaving their mark on the world of digital marketing:

1. Lil Miquela : Arguably the most famous virtual influencer, Miquela Sousa, aka Lil Miquela, has collaborated with big brands like Calvin Klein and Prada. Her unique style and intriguing personality continue to captivate millions of followers.

sources: forbes 

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2. Noonoouri : With her exaggeratedly stylized face and big eyes, Noonoouri offers luxury fashion content and has collaborated with brands like Dior and Versace.

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sources: Abouther

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3. Shudu : Known as the world's first digital supermodel, Shudu is a creation by British artist Cameron-James Wilson. It is famous for its stunning beauty and has been used in campaigns by major fashion brands.

sources: Vogue France

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4. Bermuda : Bermuda is a provocative and controversial blonde, known for her strong opinions and her interaction with other avatars like Lil Miquela. It takes discussions on social networks to another level.

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5. Blawko : Less conventional, Blawko is a male virtual influencer known for his streetwear style and mystery, often seen with a mask covering part of his face.

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These avatars are not only fashion phenomena; they are redefining interactions between brands and consumers, offering a new canvas for digital marketing campaigns. They are a perfect example of how technology can transform brand strategy by creating engaging and influential characters.

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Conclusion: Virtual influencers, the new masters of digital marketing

As we evolve in an increasingly digitized world, virtual influencers shaped by artificial intelligence are marking a decisive turning point in the influencer marketing.

These sophisticated digital creations aren't just a fad; they're revolutionizing marketing. With growth projected to reach $4.2 billion by 2025, it's clear that their impact is not fleeting.

Iconic campaigns with stars like Lil Miquela and Shudu show that these influencers can be exceptional brand ambassadors who capture global attention and push the boundaries of creativity. As the world becomes more digital, they are ready to become key leaders, transforming the way brands engage with their consumers.

Virtual influencers offer a perfect canvas for daring brands ready to innovate. Their future in marketing is not just promising, it is already taking shape before our eyes, blending art, technology, and strategy to capture hearts and minds across the globe.