Should we buy into virtual influencers?

Brands need good spokespersons. Digital humans” have many plus points, even if they lack authenticity.

- Lim Sun Sun

Blessed with blonde hair, perfect complexion and a sunny personality, Emma seems the ideal spokeswoman for German tourism. In her mid-30s and madly passionate about travel and technology, she speaks 20 languages including English with a slight British accent. As I plan my holiday to Germany this Christmas, I am intrigued by her enthusiastic Instagram posts. Except that her posts fascinate and repel me in equal measure because Emma isn't a real person. In fact, she's an entirely artificial intelligence (AI)-generated virtual influencer.

Virtual influencers, often referred to as digital humans or computer-generated imagery influencers, are Al-generated characters that possess realistic looks, personalities and active social media profiles. These virtual avatars partner with brands, produce content, share narratives and interact with their audience, making it increasingly challenging to tell the difference between real and digital influencers. And there has indeed been a growing posse of virtual influencers infiltrating our chaotic consumer landscape, where heaps of products and services vie for our attention.

In order to introduce the Coach spring collection, the American bag company unveiled its Find Your Courage campaign featuring virtual human, model and digital creator imma interacting with real-life celebrities such as Lil Nas X, Camila Mendes and Lee Young-ji. imma is a digital Instagram model with nearly 400,000 followers. Created by Tokyo-based company ModelingCafe Inc, she is admired for her exquisite looks and, besides Coach, has snagged endorsement deals with cosmetics company Kate and ice cream brand Magnum.