Virtual influencers are transforming the way content is created, consumed and marketed online.
They represent an electrifying dance between cutting-edge technology and our desire for connection.
Upon close inspection, we can see the risks that emerge with these blurred realities.
What are virtual influencers?
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Theyre created by 3D artists using CGI (computer-generated imagery), motion-capture technology and AI tools.
There are three maintypes of virtual influencers: non-humans, animated humans and life-like CGI humans.
Each one provides an innovative way to connect with audiences.
Why do virtual influencers exist?
Their popularity has promptedmarketingagencies to embrace them as a cost-effective promotional strategy.
Virtual influencers have clear benefits when it comes to online engagement and marketing.
Its no surprise a number of companies and celebrities have caught onto the trend.
Since then, virtual influencers have become even more popular.In 2021, Pradaintroduceda CGI ambassador for its perfume Candy.
More recently, Lil Miquela has popped up in a number of high-profile brand campaigns and celebrity interviews.
Even rapper Timbalandhas saidhe is considering a collaboration.
The transparency issue
Virtual influencers have a unique cultural dimension.
They exist in a murky space between our world and the virtual which weve never quite explored.
How might they impact us?
One major concern is transparency.
This is particularly problematic in an advertising context.
India has taken the lead on this.
On one hand,celebrity deepfake pornis on the rise.
While this might introduce opportunities for talent expansion, it also raises exploitation risks.
People may unwittingly or desperately sell off their digital likeness without consent or adequate compensation.
Will the virtual replace the human?
For now, the relationship between virtual and human influencers seems more poised for coexistence than a total replacement.
As for human content creators, virtual influencers are both inspiration and competition.
Theyre transforming what it means to be creative and influential online.
Mai Nguyen, Lecturer in Marketing,Griffith University
This article is republished fromThe Conversationunder a Creative Commons license.
