Digital clones of real models are revolutionising fashion advertising

Driven by advances in artificial intelligence (AI) and metaverse technologies, digital clones are transforming fast-fashion marketing.

- LUANA CARCANO

Always available, ageless and adaptable to any setting, these virtual figures enable brands to create immersive, cost-effective campaigns that resonate with today's digital-first consumers.

Virtual influencers -- digitally created personas used to provide entertainment, generate content and endorse brands -- are becoming increasingly influential, especially among Gen Z and digital-first audiences.

These virtual figures vary in form: some, like Lil Miquela and Shudu, are entirely computer-generated, while others, such as HatsuneMiku, incorporate human elements like voice or motion.

Hybrid influencers blend real and virtual components, allowing for brand-specific customisation. These virtual influencers boost brand visibility, drive engagement and influence market performance.

Real persons, virtual personas

The estimate for global influencer market size for 2024 was valued at over USD 24 billion and is projected to grow to over USD 32 billion in 2025.

The rise of virtual influencers is particularly prominent in Asia.

This trend is also reshaping the USD 2.5 trillion modelling industry, according to The Business of Fashion. AI-generated avatars and digital clones enable brands to cut production costs and accelerate campaign development. As a result, companies such as Levi Strauss and Co. are partnering with AI modelling firms to integrate these virtual personas into their marketing strategies.

Digital twins

Digital twins -- virtual replicas of real people -- are gaining traction in marketing to enhance personalisation, streamline content creation and deepen customer engagement.