Chapter 1: The Intersection of Beauty and Technology

The synergy between beauty and technology has continuously evolved, and in 2023, this relationship is reaching unprecedented levels. According to the British Beauty Council, the global market for beauty and cosmetics powered by artificial intelligence (AI) was valued at $2.7 billion last year, with projections suggesting it could soar to $13.3 billion by 2030.

Virtual influencers, often referred to as ‘avatars,’ have been around for several years but gained significant prominence during the COVID-19 pandemic from 2019 to 2020. These computer-generated characters range from cartoonish designs to hyper-realistic representations that closely mimic real humans.

Created by brands, artists, and designers, AI influencers come with carefully curated personalities, social circles, styles, and narratives. Alongside typical promotional posts, they share day-to-day lifestyle content that feels organic. Some industry experts predict that the popularity of virtual influencers will continue to rise, potentially overshadowing human influencers in the near future.

WHO ARE THE EMERGING VIRTUAL INFLUENCERS?

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These influencers have made appearances at red carpet events and in fashion magazines, amassing followings ranging from hundreds of thousands to millions globally.

Notable examples include Lu do Magalu, a Brazilian virtual influencer created in 2009 by the brand Magalu. According to virtualhumans.org, she boasts an impressive 6.5 million followers on Instagram and has collaborated with major fashion labels like Adidas and Burberry.

In the United States, Lil Miquela, developed by tech company Brud, has gained nearly 3 million Instagram followers. This versatile avatar has worked with brands such as Calvin Klein and has branched out into pop music, YouTube vlogging, and even launched her own clothing line. Her Instagram bio humorously states, “19-year-old Robot living in LA.”

The digital supermodel Shudu, known for promoting ethnic diversity, is another key player in this landscape. With her photorealistic appearance, she has appeared in Vogue and worked as an ambassador for Balmain, showcasing the potential of virtual influencers to shift industry norms.

Similarly, Rozy Oh, created by Sidus Studio X in South Korea, is gaining traction with over 160,000 followers. Her Instagram showcases global travels and a personal product line.

Brands are increasingly crafting their own virtual influencers as well. For instance, Prada introduced a digital muse, Candy, for their fragrance launch, while NARS presented three all-digital ambassadors for their lipstick collection, each complete with unique names and backstories.

WHAT ADVANTAGES DO VIRTUAL INFLUENCERS OFFER?

The advancements in technology that facilitate the creation of virtual influencers are impressive, providing a unique novelty. These digital personas offer numerous benefits, with efficiency and convenience standing out. They are reliable, consistent, and cost-effective, eliminating the need for coordinating schedules or preparing for campaigns.

Unlike human influencers, virtual avatars do not age or exhibit changing personalities, enabling them to maintain a consistent connection with their audience over time.

THE CRITICISMS SURROUNDING VIRTUAL INFLUENCERS

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However, the emergence of AI influencers is not without ethical dilemmas. They inherently lack genuine emotions and opinions, which has led to criticism, especially in the beauty sector. Concerns have been raised regarding the potential for misleading representations in makeup advertising. For instance, makeup swatches on CGI skin cannot authentically replicate the diversity of real human skin tones in natural lighting.

Moreover, the phenomenon of “AI-face” has been discussed in industry forums, highlighting how many virtual influencers embody idealized beauty standards. This trend could influence younger audiences to pursue unrealistic aesthetic goals through cosmetic procedures or digital manipulation. Interestingly, research shows that consumers often do not differentiate between human and virtual influencers, perceiving e-commerce as an extension of reality.

There is also backlash against the creators of virtual influencers, who often profit from the diverse characters they portray, raising concerns about opportunities for marginalized individuals in the industry. The meticulously crafted backstories of these avatars, while avoiding human drama, lack the authenticity that comes from real-life experiences.

SO, WHAT DOES THE FUTURE HOLD?

As trust in human influencers dwindles, virtual avatars may increasingly fill that void in certain sectors. A report by Influencermarketinghub.com indicates that virtual influencers are predominantly linked to the fashion industry, with beauty also being a significant area of impact. This trend is not limited to Instagram but extends to platforms like TikTok, where user engagement with all types of influencers is notably high.

While the era of human influencers may be evolving, there remains a vibrant space for content creators that is unlikely to diminish anytime soon.

Chapter 2: The Rise of AI Virtual Influencers

The emergence of AI virtual influencers is reshaping the marketing landscape.

In this video titled "The Rise of AI Virtual Influencers," we delve into how these digital personas are changing the face of influencer marketing.

Chapter 3: Implications for Businesses

Understanding the implications of AI influencers for businesses is crucial.

The video "What Does The Rise of AI Influencers Mean For Every Business" explores how brands can adapt to this new reality.