Is all that glitters in virtual influencers gold? These are its pros and cons

Generative AI has varnished virtual influencers with a thick veneer of sophisticationwhich are not new by any means, but which have definitely gained steam since the furious entry on the scene of fashion technology.

Virtual influencers have the advantage of being able to be adapted to the specific needs of the brands with which they collaborate and of not being at the mercy of work schedules.eventual union affiliations and other physical and legal restrictions that do, however, come into play in the agreements forged between brands and real-life prescribers. And this could ultimately translate into the risk that influencers end up replacing their flesh-and-blood counterparts and a decrease in the emoluments received by the latter, he warns. PitchBook in a report.

Besides, “The cost, speed and quality of virtual influencers are set to improve with the advances made in the area of ​​generative AI”according to research undertaken by PitchBook.

Brands like Dior, Calvin Klein and BMW have thrown themselves, without going any further, into the arms of the virtual influencer Lil Miquelawhich has a whopping 3 million followers on Instagram at its side. In addition, some companies are also experimenting with this type of prescribers to boost online and offline traffic and ultimately also sales. Cindy, a virtual prescriber developed by Imaginuitywas successfully introduced a few months ago in 13 shopping centers in the United States.

What are the weak points of virtual influencers?

However, virtual influencers are also burdened by many restrictions. In general terms, these prescribers work better to sell the benefits of more or less simple products such as cosmetics, but their performance is worse in promoting more complex items such as sporting goods or furniture, the PitchBook study highlights. Besides, They are to a greater extent at the expense of copyright problems, prejudices, deepfakes and possible consumer manipulation.

Even though more and more brands are hanging on the arm of virtual influencers to promote their products, Research undertaken by PitchBook concludes that consumers continue to hold recommendations provided by real influencers in high esteem. Almost 60% of young people belonging to Generation Z aspire to become influencers and consumer trust in prescribers and the trust that their friends and family inspire in customers are on par.

In this same line, a report published by Sprout Social Last April he concluded that Approximately 50% of consumers make daily, weekly and monthly purchases based on influencers’ recommendations. However, virtual influencers are more susceptible to dividing consumers. 37% of consumers are in favor of brands using this type of prescribers in their campaigns and the same proportion is, on the other hand, against.

Some brands are simultaneously betting on virtual influencers and flesh and blood influencers

While some brands prefer to go all-in on real influencers, others are betting on an amalgamation of both types of influencers in their campaigns.. This is, for example, the case of Coach, which earlier this year recruited celebrities Lil Nas star in the “Find Your Courage” campaign.

Besides, A few months ago, Kim Kardashian teamed up with the Wieden + Kennedy Portland agency to light a spot starring clones of herself that tested (successfully of course) the products of Skims, the shapewear brand of the American “socialite.”

The PitchBook study concludes, by the way, that Skims is among the most successful influencer brands. The brand led by Kim Kardashian has, not in vain, a value of 4,000 million dollars. And although it initially saw the light of day on the Internet, Skims opened its first permanent physical store last June in Washington DC and also plans to open more establishments in Florida, Texas and Georgia.