The landscape of the social media and influencer culture is continuously growing year on year, and a new phenomenon has emerged which is now blurring the lines for society between reality and virtuality.
The rise of AI influencers, whether that being on Instagram, through TikTok or other social media platforms has revolutionised the way brands all over the world connect with their audiences and sell different products and services.
These virtual influencers are computer-generated characters which are designed to showcase human-like qualities which could be anything from appearance to personality. Using cutting-edge technologies such as Machine Learning and NLP, their rise is going to cause a massive shift in AI and social media.
I came across an article that showcased how this is being done and how real this looks. For example, a new account, that goes by the name of ‘Milla Sofia’ who is described as a ’19-year-old virtual girl from Helsinki, Finland’ has now reached tens of thousands of followers across platforms such as Instagram and Twitter. From her profile, the public can see portraits of her posing in certain holiday destinations where you would usually see your day-to-day influencers. Her creator has also built Milla her website where there is a copy of her CV, for her next role. Mind blown!
With new profiles being released all over the world like this, this does raise a lot of questions and concerns for the AI community. For example, do the humans who are interacting with these accounts even realise that these ‘influencers’ don’t exist in the real world? In a world, where catfishing and fake accounts seem to be the norm, this is surely just adding to this challenge. For the younger generation, this also gives an unrealistic expectation of your appearance, which could lead to added effects on mental health. For different brands, the audiences that they are trying to attract through these AI influencers may find it challenging to relate to their emotions and experiences.
The rise of the AI influencer can also come with its benefits. Brands having that 24/7 availability can maintain a consistent online presence and there is the opportunity to be able to engage with audiences consistently. This can then result in a continuous stream of content and interaction. From a cultural perspective, they can be designed to appeal to different audiences and tackle language barriers which can help brands have an international presence.
It’s essential, that as technology continues to evolve, brands must address the concerns related to transparency, authenticity and human employment with AI influencers now becoming the next big thing!
Natalia Kurasinski
Natalia is a highly skilled talent partner. With a passion for identifying top talent and a strong commitment to customer service, she has established herself as a valuable resource to both clients and candidates in the data & analytics industry. Read more.
Signup to Our Newsletter
"*" indicates required fields
