You have been told over and over again not to trust strangers. But does this still apply when they are virtual? More and more brands are choosing virtual influencers to embody their values. While they have the advantage of not being difficult to work with, they present a real ethical problem. Through them, brands now have unprecedented influence over their communities…
They are already among us. Virtual influencers are on the rise in influencer marketing. Because they are programmable and have no real needs, these digital entities designed to interact with consumers can embody values that are completely biased by brands, which now have unprecedented control over the images and messages put out into the world. This development raises major ethical issues, particularly in terms of cognitive manipulation and social responsibility.
The influencers brands have always dreamed of
Classic influencers, now ubiquitous on social media, are always a gamble for brands: while the brand may recruit them and brief them on their expectations, the influencers are there to add their personal touch to a topic and thus they retain a degree of freedom when it comes to presenting the brand and its products. Virtual influencers are much easier to deal with: they allow companies to create bespoke ambassadors that are perfectly aligned with their brand identity. Thanks to artificial intelligence (AI) and algorithms, they can be adapted to the values of the brand, the preferences of the specific market and the cultural codes of the target audience.
Their availability is unlimited, so they can be active around the clock on Instagram, Tik Tok or X. Even better, their ubiquity means they can appear in multiple campaigns simultaneously without any logistical constraints. This flexibility is unparalleled.
They are 100% reliable. With them, there is no chance of a scandal, because they only make waves when you ask them to. This lack of spontaneity comes at a price: some consumers may perceive it as a lack of authenticity.
Virtual influencers, real emotions?
However, this choice guarantees exclusivity and availability that would otherwise be costly. Thanks to generative AI, agencies can create content in a matter of hours, without the need for a single shoot. While the initial development may be expensive, the cost savings over time are significant.
The challenge for brands, however, is to create a credible and engaging character that will guarantee success with their audience. Without powerful storytelling, a virtual influencer can quickly go unnoticed. And in the absence of real emotions and authentic experiences, virtual influencers struggle to establish a genuine connection with their audience, which can lead to mistrust.
Among the brands that have adopted 100% avatarised strategies is car manufacturer Renault, which launched Liv, its virtual ambassador, to promote its electric vehicle. Her launch was a failure due to a lack of visual appeal and the absence of a meaningful raison d’être or story. Conversely, KFC has modernised its iconic Colonel Sanders into a virtual version that shares consistent and engaging messages on social media.
Virtual influencers can be designed to meet the cultural and aesthetic expectations of different demographics. For example, Imma, a Japanese virtual influencer, reflects the aesthetic and codes of Tokyo fashion to appeal to an Asian audience. She also has “deeper interests like traditional Japanese traditions that (she likes) to take up and share with the world, even if they are not trendy”.
Similarly, Lil Miquela, who appears to have a mixed ethnic background, was created to promote values of inclusivity and managed to maintain the mystery of her virtual nature for some time. But can we really talk about diversity when the identity is simulated?
There is also Shudu Gram, a virtual model who represents African beauty and has worked with prestigious brands such as Fenty Beauty. However, her creation was heavily criticised, with some arguing that she would tarnish the image of real black models and make them less likely to be hired.
With the rise of virtual influencers that can represent different cultures, values and socio-economic trends, ethnic marketing is taking on a new dimension, not least because these avatars blur the lines of identity. They allow brands to target specific segments by creating characters that embody specific values: respect for tradition, modernity, inclusion, etc. But are they trustworthy, given that their image is strategically dictated by brands to promote a positive image?
Their ability to influence behaviour at a subconscious level, particularly through the use of advanced neuromarketing techniques, raises questions about the risk of manipulation, especially among the most vulnerable audiences. While these digital influencers represent a strategic advance for brands, their future depends on striking a balance between innovation and ethics to maintain public trust and the integrity of digital marketing. Better consumer information and clear rules on advertising and the use of virtual influencers are becoming essential to control this phenomenon.
Avatars & Humans: The Real Dream Team?
Influencer marketing is moving towards a hybrid approach combining human influencers and digital avatars. This trend, adopted by a number of major brands, aims to maximise the impact of campaigns by targeting different consumer segments while adding an innovative dimension.
To extend the reach of its campaign, Balmain illustrated this approach in 2018 by adding three virtual models – Shudu, Margot and Zhi – to its “Balmain Army”, which also includes human models. The following year, Calvin Klein featured the virtual influencer Lil Miquela alongside model Bella Hadid. But this initiative, designed to challenge traditional norms, was met with mixed reactions and the brand eventually issued a public apology.
While the exercise is not without risk, brands have recognised that there are several benefits to adopting a hybrid strategy:
- Human influencers bring authenticity and a strong emotional connection, while virtual avatars embody a technological and futuristic vision.
- By combining the two types of influencer, messages can be tailored to the target audiences.
- Human and virtual influencers, each at the head of their own community, can complement and recommend each other to increase visibility and engagement.
The rise of virtual influencers marks a major development in digital marketing by offering more targeted and immersive ethnic marketing strategies. However, their impact on consumer perception and the ethical implications they raise require careful consideration. The challenge for brands is to integrate these digital tools in a transparent and balanced way, to maintain the trust they have built with their audience.
Who wants to believe?
While some consumers may appreciate the innovative aspect and the look of virtual influencers, others may perceive a lack of authenticity that affects engagement. Brands should therefore carefully assess their audience before adopting a 100% virtual strategy. By underpinning their strategy with a clear ethical framework, they could turn virtual influencers into a powerful marketing lever, while avoiding the pitfalls associated with hyperreality and cognitive manipulation.
It is unlikely that virtual influencers will completely replace humans, but they are profoundly changing the communication strategies used by brands. By adopting a hybrid approach, brands can maximise their impact while maintaining some level of authenticity.
Watch also: Aaron Ahuvia: “People who fall in love with chatbots really fall in love” (1/2)