This article is part of our series "How Creators Beat Marketing. We regularly discuss relevant marketing topics and how creators are changing our current marketing thinking. They have shaken things up considerably and don't seem to have any intention of stopping. This episode is all about AI and virtual influencers and models.
In a world where digital innovation is triumphant, virtual- and AI-influencers are conquering an increasing role. These computer-generated personalities are finding their way into fashion shows, product endorsements and even viral campaigns on social media. With a mix of photorealism and carefully crafted personalities, virtual influencers represent the future of influencer marketing.
Here are a few examples that have already become stars:
Lil Miquela: A fashion icon with a social message, Lil Miquela has 2.6 million followers on Instagram. Since being created by Brud in 2016, she has collaborated with luxury fashion houses such as Givenchy, Calvin Klein and Prada. Miquela is more than a mannequin-she is a politically engaged, digital personality who seeks and pushes the boundaries between reality and the virtual.
Lu or Magalu: Lu was created by Brazilian retail giant Magazine Luiza, and now has more than 6 million followers on Instagram. Originally designed as a digital assistant, she has grown into a full-fledged influencer who has entered into collaborations with brands such as Samsung and Adidas. Lu's success shows how virtual personalities can effortlessly grow into long-term brand ambassadors.
Aitana: Known for her fitness expertise and futuristic aesthetic, Aitana is an emerging influencer in the wellness world. She captivates her audience with AI-driven fitness content while promoting a healthy, stylish lifestyle.
Shudu: Shudu is known as the world's first digital supermodel. She was created in 2017 by British photographer Cameron-James Wilson. She gained fame for her hyper-realistic looks and has collaborated with major fashion brands such as Balmain, Fenty Beauty and Ellesse. Known for merging seamlessly with real fashion icons, Shudu shows how virtual influencers can dominate even the high fashion world.
Successful Campaigns with Virtual Influencers
How are these AI-driven influencers being used in real-world campaigns? Here is an overview of some of the most successful and discussed marketing efforts:
Pernod Ricard's Martell x Noonoouri
In an important step for their brand identity, Martell Cognac partnered with virtual influencer Noonoouri in 2023. Known for her collaborations with luxury brands such as Dior and Versace, Noonoouri was central to Martell's campaign to redefine the image of cognac for a younger, trend-sensitive audience. This collaboration strategically leveraged Noonoouri's strong presence in the fashion and luxury world, promoting the brand on social media with a focus on responsible drinking. This campaign demonstrated the power of virtual influencers to connect luxury products with modern values.
Prada x Lil Miquela
In 2023, fashion house Prada once again collaborated with Lil Miquela, one of the best-known virtual influencers. Lil Miquela, with her large number of followers on Instagram, was part of Prada's virtual runway promotions and shared exclusive behind-the-scenes content from the digital fashion weeks. The campaign played a crucial role in increasing engagement and reinforcing Prada's digital-first strategy. As a CGI influencer, Lil Miquela delivered immersive, on-brand content, blurring the lines between the real and virtual worlds. This helped the brand maintain its position in a rapidly changing digital landscape.
Samsung x Thalasya
The Indonesian branch of Samsung ran a 2022 campaign with Thalasya, a popular virtual influencer known for her adventures and lifestyle content. She was featured in the promotion of the new Samsung Galaxy A series, aimed at a younger audience that meshes well with her followers. The campaign generated a lot of interaction and was part of Samsung's strategy to stay ahead by using digital influencers to tap into the tech-savvy habits of Gen Z and Millennials.
Did this article inspire you to take your brand into the virtual world? Then make sure you avoid the common mistakes brands make when working with virtual models and influencers.
