Computer-Generated Imagery (CGI) or as some may know, Artificial Influencers, are the latest type of social media stars who completely shifted our idea from ‘standard’ social influencers. Rising in popularity, CGI-influencers have already grabbed the attention of huge fashion and beauty brands, who use these animations as the prominent character in their campaigns.
Take Christian Dior, one of todays leading fashion brands. They linked up with a virtual blogger named @noonoouri, who in a short time became a real fashion influencer. She has collaboration to her name with the hottest brands some of the established influencers would be jealous of, such as Saint Laurent, Valentino, Versace and Marc Jacobs.
Much like many of the modern-day influencers, these CGI-influencers position themselves as valuable assets to brands by portraying a complete lifestyle with all the accessory aspects of a real human being’s life. These digital creations often look like real people and spark an online debate amongst their followers. Take CGI-influencer @lilmiquela with a whooping 1,5 million Instagram followers. Having worked with brands such as Prada, Vetements and Supreme, she is relatively known digital influencer with her own personal life.
As a well-established brand, you could wonder if using a ‘fake’ influencer would affect your brand image. The most powerful asset that ‘real’ influencers have and bring to marketers, is their ability to connect with consumers by sharing their experience and building trust. An artificial influencer is not a real person, and therefore can’t form a real opinion.
The emergence of CGI-influencers can be described as a phenomenon in fashion we have never seen before. The presence of social influencers have already changed the future of companies, but with the arrival of Artificial Influencers, marketers must study carefully whether this trend makes sense for their future prospects or not.