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Why the ultimate influencer could be you (escorted by an army of AI clones)


A new breed of influencers could be quietly brewing on social media. And these new breed of prescribers will be more effective than conventional flesh-and-blood creators, they will be able to make themselves heard in the midst of the madding crowd on 2.0 platforms and they will have “superpowers” (never seen before) when it comes to interacting with the user on these platforms. channels. This new generation of influencers could, in fact, mark a before and after in advertising on social networks. Such prescribers will be made in the image and likeness of those who inhabit these platforms: ordinary users. And they will be, in fact, their clones.

Meta and Snapchat have recently come up with new features capable of transforming user selfies into AI-generated avatars.. This novelty is not particularly groundbreaking, since on the Internet there is already a plethora of websites that, with the invaluable help of AI, are capable of transforming photographs into incredibly realistic avatars.

However, the features that Meta and Snapchat have recently launched on their domains (with the names “Imagined for You” and “My Selfie” respectively) are more promising than they seem to be. AND They could plant the seeds of a new and revolutionary way of advertising on social networks.

«Meta and Snapchat are basically sophisticated advertising systems. What is sold on these platforms is the user’s attention and the opportunity to persuade that user. AND The new AI-generated avatars that have just arrived on Meta and Snapchat could become incredibly attractive tools from a persuasion point of view (even more than the usual influencers). There is research that shows that when the user sees themselves using a particular product, the barriers when purchasing that product are significantly reduced. Precisely for this reason there are so many advertisements starring ‘normal’ people, actors dressed as normal people. Confronted with this type of advertisement, the consumer comes to the conclusion that if the promoted product has an effect on those who star in these campaigns, that product will also impact them in a positive way,” explains Arun Lakshmanan, associate professor of marketing at the University of Buffalo, in statements to The Hollywood Reporter.

Advertising starring the user himself (and his clones) could replace conventional influencers on social networks

We could be on the verge of a new era in which a populous army of digital “döppelgangers” will stalk the user in every corner of the network of networks. trying to sell you all kinds of products and services (as influencers already do today). In the not too distant future, social networks will be filled to the brim with virtual doubles who, supplied with juicy data about the user’s purchase history (and also with intimate details of their personal life), will harass the Internet user until he agrees. finally click on the buy button..

Beyond hyper-personalized and sales-oriented advertising, AI-generated avatars nevertheless contain more potential uses within them.which are perhaps somewhat less disturbing. “These types of avatars could take on a wide range of tasks, from making a shopping list or scheduling a date with a friend,” says Kai Gayoso, head of digital strategy at Range Media Partners. “There are all kinds of minor tasks that AI-generated avatars could take on on behalf of the user in their day-to-day lives,” Gayoso insists.

«There is, however, the danger that these AI-generated avatars will become a kind of echo chamber. where everything the user says is celebrated by a large troop of clones whose sole purpose will be to provide support for the user’s own ideas. And that is definitely not positive for anyone,” warns Gayoso.



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