Miquela Sousa, known as Lil Miquela, celebrated her 20th birthday on Instagram, marking her first birthday since her debut as a virtual influencer in 2016. With 2.6 million followers, she blends product placements with her unique style, promoting brands like Supreme and high-end labels like Prada and Chanel. As interest in virtual influencers rises, they offer brands creative control and cost savings. However, marketers must consider authenticity, the type of experience or product being sold, and how “real” the influencer appears to avoid consumer discomfort. With emerging technologies bringing changes, brands need to be cautious and aligned with regulations while harnessing the potential of AI influencers for their Marketing strategies.
On April 9, the virtual influencer Miquela Sousa, known as Lil Miquela, celebrated her 20th birthday on Instagram, marking her first-ever birthday since emerging on social media in 2016 as a 19-year-old. With a following of 2.6 million, Lil Miquela, created by the startup Brud, showcased her unique style by wearing Supreme boxer briefs in her birthday post. Besides her fashionable looks, she has worked with luxury brands like Prada and Chanel, earning an estimated $11 million yearly through endorsements.
As brands increasingly turn to virtual influencers like Lil Miquela for Marketing, these AI-generated personas offer creative control and cost-effectiveness. A recent survey revealed that over a third of consumers have bought products recommended by virtual influencers, highlighting their growing impact in the advertising world. However, brands should carefully consider how and when to use AI influencers, as they can evoke mixed feelings among audiences.
Brands need to assess if they are selling tangible items or experiences. While virtual influencers are effective for clothing or accessories, they struggle to promote experiences authentically, such as dining or travel, because they cannot truly engage with those experiences. The way an AI influencer aligns with your brand image and values is crucial for success. Brands that adopt virtual influencers should consider the potential risks associated with consumer perceptions and the uncanny valley effect, where AI models might look too human-like and cause discomfort.
As technology advances, virtual influencers will likely become smarter and more personable, potentially reshaping how brands connect with consumers. However, companies must remain vigilant of upcoming regulations and consumer reactions to AI use in Marketing. By understanding the strengths and limitations of virtual influencers, brands can strategically leverage this trend to enhance their Marketing strategies.
What is an AI influencer?
An AI influencer is a virtual character or program created using artificial intelligence to promote brands and engage with audiences, similar to real-life social media influencers.
How do AI influencers promote brands?
AI influencers can create content, interact with followers, and share brand messages on social media, making them appealing to companies looking to reach a wider audience.
Are AI influencers effective for brand promotion?
Yes, AI influencers can be effective because they can engage audiences 24/7, create unique and creative content, and they often have a specific niche that attracts targeted followers.
What are the advantages of using AI influencers?
Some advantages include lower costs compared to human influencers, the ability to control the message perfectly, and flexibility in creating content without the challenges of human behavior.
Are there any downsides to working with AI influencers?
Yes, potential downsides include lack of genuine emotional connection with the audience, the risk of being seen as less authentic, and the challenge of keeping the content fresh over time.
