Virtual Influencers: Meet the AI-Generated Figures and Your New Online “Friends”
... 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. But, at the same time, they are yet another product being peddled by marketers that want our money. ...
There are three main types of virtual influencers: non-humans, animated humans and life-like CGI humans. Each one provides an innovative way to connect with audiences. ...
While real influencers with millions of followers may demand hundreds of thousands of dollars per post, one 2020 estimatesuggested virtual influencer Lil Miquela charged a more reasonable £6,550 (currently about US$7,965).
Virtual influencers have clear benefits when it comes to online engagement and marketing. They don’t age, they’re free from (real) scandals and they can be programmed to speak any language. ...
One major concern is transparency. Many virtual influencers already present as human-like, and it may become increasingly difficult to distinguish between them and real people. This is particularly problematic in an advertising context. ...
Similarly, TikTok has updated its community guidelines to say: “Synthetic or manipulated media that shows realistic scenes must be clearly disclosed. This can be done through the use of a sticker or caption, such as “synthetic,” ‘fake’, ‘not real’, or ‘altered.’” ...
On one hand, celebrity deepfake porn is on the rise. On the other, celebrities are including “simulation rights” in their contracts so their likeness may be used in the future. Take global football star Lionel Messi, who allowed PepsiCo to use a digital version of him to promote Lay’s potato chips. ...
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