Virtual Influencers: The Next Frontier

Using AI-generated influencers: The Future of Digital Marketing

In a world where social media influencers dominate online platforms, artificial intelligence (AI) has taken a new turn as AI-generated influencers gain popularity. Forget about traditional influencers – these digital beings are giving the real ones a run for their money.

One of the leading companies pioneering this technological advancement is The Clueless, an AI modeling agency based in Barcelona. Their brainchild, Aitana Lopez, is a pink-haired sensation with over 300,000 followers on Instagram. A “gamer at heart” and a “fitness lover,” Aitana is a virtual influencer who is capable of captivating audiences like any human influencer would.

But what sets Aitana apart is her affordable allure. The rising expenses associated with human influencers led to the creation of virtual models like Aitana. As Sofia Novales, project manager at The Clueless, explains, these digital models provide a more economical alternative. Additionally, AI-driven influencers allow for complete creative control, enabling seamless decision-making on image, fashion, and aesthetics without the need for physical photoshoots.

AI’s Impact on the Influencer Market

The rapid rise of AI technology has sparked concerns about deepfake videos, which could be used maliciously. In response, Meta, the owner of Facebook and Instagram, has announced plans to label AI-generated content with “Made with AI” tags starting in May. This move aims to bring transparency to the industry and ensure that audiences are aware of the authenticity (or lack thereof) of the content they consume.

Despite these concerns, AI presents a massive business opportunity for content creators. According to Allied Market Research, the influencer market is expected to grow exponentially, reaching nearly $200 billion by 2032. This growth can be attributed to the increasing popularity of virtual influencers who resonate with younger, technology-savvy audiences.

The Rise of AI in Advertising

Virtual influencers are not entirely new, as even iconic figures like Barbie have amassed millions of followers on Instagram. However, these AI creations are now being utilized in advertisements, making it nearly impossible to differentiate them from real individuals.

One prominent example is Lil Miquela, a “19-year-old Robot living in LA,” who has gained over 2.6 million followers on Instagram and 3.5 million on TikTok. Lil Miquela has successfully promoted major brands like BMW. The German premium carmaker views AI influencers as an innovative way to attract a younger, technology-savvy demographic.

The Potential for AI-driven Content Creation

According to Maud Lejeune, head of the Paris-based agency AD Crew, the acceptance of AI influencers by the public is not surprising. She likens their appeal to that of actors on TV, noting that people are aware of their non-existence yet find them captivating. AD Crew represents more than 30 influencers, and to explore this realm further, Lejeune created her own virtual influencer, Metagaya, two years ago, although this venture did not yield the desired outcome.

As technology progresses, the creation and operation of realistic virtual influencers are becoming more feasible, thanks to advancements like OpenAI’s Sora video generator. This progress extends beyond AI-generated influencers, as human influencers also harness AI technology to enhance video content. French influencer Charles Sterlings, for instance, leverages AI tools for automatic translation and lip-syncing, making his content accessible to wider audiences.

While AI-driven content creation offers numerous advantages, Sterlings also recognizes the emergence of AI as a competitor. As the technology becomes more advanced and affordable, anyone with a smartphone can become an influencer. However, Sterlings acknowledges that AI will likely dominate the industry due to its perpetual availability and lower development costs.

Another benefit of AI is its potential to alleviate the pressure on influencers to constantly produce content. It can serve as a tool to generate more content without exposing oneself to the camera. Maud Lejeune believes that this new approach could prevent burnout among creators and open up new avenues for creativity.

Meanwhile, The Clueless remains confident that AI and human models can coexist as competitors within the industry. Novales emphasizes that AI-generated models like Aitana will not render real models obsolete but rather foster healthy competition.

Frequently Asked Questions (FAQ)

1. What is an AI-generated influencer?

AI-generated influencers are digital personas created using artificial intelligence technology. They can resemble real individuals and engage with audiences on various social media platforms.

2. Why are AI-generated influencers gaining popularity?

AI-generated influencers are becoming popular due to their cost-effectiveness, complete creative control, and ability to captivate younger, technology-savvy audiences.

3. Will AI-generated influencers replace human influencers?

While the presence of AI-generated influencers is on the rise, it is unlikely that they will entirely replace human influencers. Instead, they will coexist as strong competitors within the industry.

4. How can AI be used to enhance content creation?

AI can assist content creators in producing more content by generating visuals, automating translations, and providing innovative tools for video editing and enhancement.

5. Are there any ethical concerns surrounding AI-generated influencers?

AI-generated influencers raise concerns about deepfake technology and the potential misuse of fabricated content. To address this, labeling AI-generated content with transparency tags is being implemented to inform audiences about its origins.

(Source: [Allied Market Research](https://www.alliedmarketresearch.com/influencer-market))

The use of AI-generated influencers is revolutionizing the digital marketing industry. These virtual personas offer a cost-effective alternative to traditional human influencers, allowing for complete creative control and eliminating the need for physical photoshoots. The market for AI-generated influencers is projected to grow significantly in the coming years.

According to Allied Market Research, the influencer market is expected to reach nearly $200 billion by 2032. This growth can be attributed to the increasing popularity of virtual influencers, who appeal to younger, technology-savvy audiences. The rise of AI technology presents a massive business opportunity for content creators, as brands recognize the value of partnering with AI-generated influencers to reach their target markets.

Issues Related to AI-generated Influencers

While AI-generated influencers offer numerous benefits, there are also concerns and ethical considerations surrounding their use. The technology used to create AI-generated influencers can potentially be misused for deepfake videos, raising questions about authenticity and trustworthiness.

In response to these concerns, social media platforms like Facebook and Instagram (owned by Meta) are taking steps to bring transparency to the industry. Starting in May, AI-generated content will be labeled with “Made with AI” tags, ensuring that audiences are aware of the artificial nature of the content they are consuming.

Despite these concerns and labeling efforts, AI-generated influencers are still gaining popularity and attracting significant engagement from followers. Brands see them as an innovative way to reach their target audiences, especially the younger demographic that resonates with virtual personalities.

The Role of AI in Advertising

AI-generated influencers are not limited to social media platforms but are increasingly being utilized in advertisements. These virtual personas are so realistic that it becomes challenging to distinguish them from real individuals. Major brands like BMW have successfully leveraged AI influencers like Lil Miquela to target younger, technology-savvy consumers.

The rise of AI-generated influencers in advertising presents new possibilities and challenges for the industry. As AI technology continues to advance, the creation and operation of realistic virtual influencers become more feasible. This creates opportunities for both AI-generated and human influencers to enhance their content and attract a broader audience.

Potential Benefits and Competition

AI-driven content creation offers several advantages to influencers and content creators. It can generate more content without exposing individuals to the camera, thereby preventing burnout among creators. AI tools like automatic translation and lip-syncing also improve accessibility and expand the reach of influencers’ content.

However, AI-generated content creation also poses a challenge to human influencers. As AI technology becomes more advanced and affordable, anyone with a smartphone can become an influencer, intensifying competition within the industry. Many experts believe that AI will likely dominate the field due to its availability and lower development costs.

Nevertheless, industry professionals like The Clueless project confidence that AI-generated models and human models can coexist as competitors. Rather than rendering real models obsolete, AI-driven models foster healthy competition and open up new creative opportunities.