The generative artificial intelligence boom has the advertising industry enamored. Agencies and platforms are cranking out new tools and capabilities to dazzle marketers. However, virtual influencers — buzzed about up until late last year with the rise of Web3 and the metaverse — seem to have fallen out of favor.
Virtual influencers — or computer-generated characters on social media — like digital supermodel Shudu Gram, robot rapper FN Meka and most notably, Lil Miquela, made headlines over their true-to-life characteristics. Miquela is reportedly managed by Brud, a creative agency specializing in robotics, artificial intelligence. Meanwhile others have brand managers via an agency or brand. These faux influencers were often found alongside celebrities, promoting products and simulating real-life social media users.
These characters piqued advertiser interest and the industry touted it as the next big thing in influencer marketing. An interest that had brewed since the mid-2010s seemed to culminate a few years ago in tangible brand deals. For example, since her launch in 2016, Miquela has landed contracts with the likes of Prada, Pacsun and Calvin Klein. The latter of said brand deals landed the fashion retailer in hot water after rolling out a campaign in which model Bella Hadid and Miquela shared a kiss. It struck many as unrealistic and even offensive, per The New York Times.
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