Rise of AI-powered virtual influencers: Intersection of fashion, textiles, and social media

M A Mohiemen Tanim June 4, 2023Last Updated: July 6, 2023

0 6 minutes read

Artificial intelligence (AI) is transforming various aspects of our lives, and one area where its impact is becoming increasingly prominent is in the realm of virtual influencers. These digital personas, created using computer graphics and AI technologies, have gained immense popularity on social media platforms. However, it is important to understand that despite the AI narrative often associated with virtual influencers, they are not yet fully powered by AI. In this article, we will explore the current state of virtual influencers, the role of AI in their development, and the potential future where AI-driven virtual influencers may become a reality.

Defining Virtual Influencers:
Virtual influencers are digital characters created using computer graphics software and given a defined personality to engage with audiences on various media platforms. These virtual personas, such as Miquela Sousa (@lilmiquela), have captivated millions of followers with their visually stunning appearances and intricate storylines. While some virtual influencers, like Miquela, portray themselves as AI robots, the truth is that they are the result of human creativity and expertise. Their AI narrative serves to enhance their realism and engage audiences in a unique way.

Virtual Influencers and AI:
Although virtual influencers are not yet fully powered by AI, the concept of integrating AI into their development and content creation pipelines is gaining traction. Many virtual influencers incorporate AI into their narratives and storylines, such as VNCCII, who is an AI cyborg avatar. These AI elements enhance the fictional storytelling and create a sense of uniqueness.

Furthermore, AI is used in certain aspects of virtual influencer content production. For instance, Esther Olofsson, a Swedish virtual influencer, recently announced that her Instagram images would be generated by AI. This integration of AI tools, such as Stable Diffusion and ChatGPT, allows for the creation of visually stunning images and captions. While human teams still play a crucial role in directing the storyline, choosing final content, and posting on social media, AI-powered tools contribute to the creation process.

AI in Virtual Influencer Interactions:
The introduction of AI-driven chatbots like Kuki AI represents a step towards more interactive virtual influencers. Kuki AI operates as a rule-based chatbot, utilizing natural language processing to analyze user input and generate relevant responses. While Kuki’s social media channels still require human input for content creation, her ability to engage with users in real-time and respond to their queries showcases the potential of AI in enhancing virtual influencer interactions.

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Virtual influencers: great or gimmick?

The debate over virtual influencers being great or gimmick is subjective and depends on individual perspectives. Here are arguments for both sides:

Virtual influencers can be seen as great:

Creativity and Innovation: Virtual influencers represent a new and innovative approach to influencer marketing. They leverage advanced technologies such as AI, CGI, and virtual reality to create captivating and unique content. This creativity can capture the attention of audiences and provide fresh perspectives in the fashion and marketing industries.
Controlled Brand Image: With virtual influencers, brands have complete control over their image and messaging. Unlike human influencers who may have their own opinions and behaviors, virtual influencers can be precisely designed and programmed to align with a brand’s values and objectives. This control allows brands to maintain consistency and avoid potential controversies.
Authenticity and Consistency: Virtual influencers are consistent in their behavior and persona. They can consistently deliver content, engage with followers, and promote products without the limitations of human influencers, such as fatigue, personal issues, or conflicting partnerships. This authenticity and reliability can be attractive to brands seeking a dependable influencer partnership.
Global Reach and Scalability: Virtual influencers have the potential to reach a global audience without the constraints of physical location or language barriers. They can easily be translated, customized, and adapted to different markets, making them scalable for international brand campaigns. This global reach can help brands expand their reach and connect with diverse consumer bases.

Virtual influencers can be seen as gimmicks:

Lack of Authenticity: Virtual influencers, being computer-generated, lack the genuine human experiences that human influencers offer. Some critics argue that this absence of authenticity can make it difficult for audiences to connect with virtual influencers on a deeper emotional level. They may perceive virtual influencers as soulless marketing tools rather than relatable individuals.
Ethical Concerns: Virtual influencers raise ethical questions surrounding transparency and deception. Audiences may not always be aware that they are interacting with a virtual character rather than a real person. This lack of transparency can lead to mistrust and misrepresentation, raising concerns about the ethics of virtual influencers as a marketing strategy.
Limited Versatility: While virtual influencers can be visually stunning and innovative, they may be limited in their ability to provide genuine human experiences and personal connections. Virtual influencers lack the authentic human touch that comes from lived experiences and relatability, which can be essential for some audiences in building trust and loyalty.
Uncertain Longevity: As a relatively new phenomenon, the longevity of virtual influencers is uncertain. While they may currently attract attention and generate buzz, it remains to be seen whether they can sustain long-term interest and continue to evolve alongside rapidly advancing technologies. The virtual influencer trend could potentially fade away as novelty wears off.

Opinions on virtual influencers being great or gimmick are subjective. Some see them as a creative and innovative approach to influencer marketing, while others view them as lacking authenticity and raising ethical concerns. As the industry and technology evolve, virtual influencers will continue to shape the influencer landscape, and their impact will be determined by their ability to engage audiences and provide value to brand.

How Virtual Influencer Would Be a Factor for Fashion and Textile Industry

Virtual influencers have the potential to become significant factors in the fashion and textile industry. Here are some ways in which virtual influencers can impact this industry:

Brand Collaboration and Endorsements: Virtual influencers offer a new avenue for fashion brands to collaborate and endorse their products. By partnering with virtual influencers, brands can showcase their clothing, accessories, and other fashion items in a unique and visually captivating manner. These digital personas can wear and promote different styles and trends, providing brands with a dynamic platform to reach their target audience.
Trendsetting and Style Inspiration: Virtual influencers have the ability to set trends and inspire fashion choices among their followers. As AI-driven characters, they can experiment with bold and avant-garde fashion styles that might not be as easily adopted by human influencers. By incorporating AI-generated fashion ideas, virtual influencers can introduce innovative and boundary-pushing looks, influencing the fashion choices of their followers.
Personalized Shopping Experience: Virtual influencers, when powered by AI, can leverage machine learning algorithms to analyze user preferences and offer personalized recommendations. By understanding their followers’ style preferences, body types, and fashion interests, virtual influencers can suggest specific products or even create virtual try-on experiences. This personalized approach enhances the shopping experience and can drive sales for fashion and textile brands.
Exploring Sustainable Fashion: The fashion industry is increasingly focused on sustainability, and virtual influencers can play a role in promoting eco-friendly practices. Virtual influencers can advocate for sustainable fashion choices, highlight brands that prioritize ethical production processes and materials, and educate their followers about the importance of conscious consumerism. By aligning with sustainable fashion initiatives, virtual influencers can influence positive change within the industry.
Creative Collaborations and Design Innovation: Virtual influencers can collaborate with fashion designers and textile artists to push the boundaries of creativity and innovation. By combining the unique aesthetics of virtual influencers with the expertise of designers, new and imaginative fashion concepts can be brought to life. This collaborative approach can inspire new design techniques, fabrications, and artistic expressions within the fashion and textile industry.
Global Reach and Accessibility: Virtual influencers transcend physical boundaries and have the potential to reach a global audience. They can engage with followers from different countries and cultures, showcasing fashion trends from around the world. This global reach and accessibility allow fashion and textile brands to expand their market and connect with diverse consumer bases.

The rise of AI-powered virtual influencers has brought forth a new era in the fashion and textile industry, where technology, creativity, and marketing converge. These virtual personalities offer brands an opportunity to control their image, engage with audiences consistently, and reach a global market. However, the ethical concerns and challenges regarding authenticity and transparency need to be addressed for virtual influencers to gain wider acceptance. As the fashion industry continues to evolve, the future of AI-powered virtual influencers holds both promises and uncertainties, shaping the way brands interact with consumers and exploring the fascinating intersection of artificial intelligence and social media.