Digital characters, known as virtual influencers, are being used in place of human influencers to reach new audiences and showcase innovation. The rise of AI and the creator economy have sparked marketers’ interest in these digital personas. Virtual influencers have been around for a while, but the growth of the creator economy has renewed interest in them. Luxury fashion brand Coach featured virtual influencer Imma in its “Find Your Courage” campaign with well-known human celebrities. Even social platforms like TikTok are reportedly developing an AI-powered feature for AI influencers to compete with human creators for ad deals. There are arguments for and against virtual influencers. Arguments for them include low production costs, schedule flexibility, and control over content. On the other hand, arguments against virtual influencers include high costs for the technology, lack of authenticity or emotion, and the potential negative impact on human influencer rates and livelihoods.
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