The new Squad de Via Talents Agency grows thanks to brands that are committed to innovation.

In #FOA2024 – The event of Direct marketing On the future of advertising by antonomasia – we present to Alba Renai, our first influencer created and trained by artificial intelligence (AI) that “broke internet” following their participation in Survivorsand thus becoming the first virtual presenter of a large television format in Spain.

A year later, we have taken another step in our evolution, expanding the team with two new characters and thanks all this to brands early adopters.

So, in #FOA2025we had the opportunity to present «Alba, Arán and Álex: the Virtual influencers revolution»a presentation where we show how these new digital references are transforming brand communication and how AI is revolutionizing advertising, giving life to virtual characters who already play a key role in big brand strategies.

And not only that: Alba, Arán and Álex They accompanied me in the presentation in hologram formatonce again combining the physical and digital world, with a unique approach that combines creativity, technology and a rigorous ethical code, who have managed to establish a genuine connection with their audiences.

The evolution of virtual influencers

Alba Renai It is a clear example of the impact and evolution we are living. With a strong presence in social networks, it has become a reference of generation Z. But Alba is not just a media figure: her commitment to ethics has led her to star THING GIRL, our first short film with which we denounce the hypersexualization of women through AImaking visible a problem that has had an alarming growth in the last year.

Bread – Ambassador Ecovidrio -, it is an environmental disseminator designed to raise awareness about recycling and the care of the planet. AND Àxlexthe virtual character of LALIGAhas become a sports analyst who comments on the previous matches, the best plays and curiosities in the world of football.

Therefore, we see that brands no longer collaborate with content creators, but also create their own, in the image and likeness of their values ​​and interests.

A clear example of this is Alba’s alliance with Meliáwho has opted for her as a digital ambassador, allowing him to travel for the first time to multiple destinations to show his hotels, where generative AI has allowed to optimize costs, improve content production and reduce the environmental impact.

AI in brand communication

Faithful to its innovative DNA, another brand that wanted to have Alba has been Hyundaitaking advantage of the uniqueness of the character within the digital ecosystem, since his choice symbolizes authenticity and avant -garde, aligning with the launch of the new electrical insert model and his commitment to the mobility of the future.

In FOA 2025we have found that virtual influencers are not a passing fad, but a strategic tool that redefines brand communication; And that AI not only believes, but – paradoxically – humanizes and amplifies the stories, allowing brands to connect with their audiences in a genuine way.

We are in an era where the human and the digital can coexist and enhance each other, opening a new horizon of possibilities for the future.

Written by: Luis Movilla, director of Branded Content & Experience in Be a Lion and director at Via Talents Agency.