For most fashion brands, choosing famous models in their advertising campaigns is essential to gain reputation and increase their followers to sell more and more products.

Brands have long started to launch influencers on social media whose large followings have made them more valuable, but more recently digital Influencers capable of moving between different social networks, speaking out, expressing ideas and evolving have also appeared on social media pages.

These social media influencers are not real or human. As the name suggests, robot or CGI influencers are generated in computer graphics (CGI) and are produced precisely virtually and everything they do is done by designers and programmers. Everything they post is discussed for hours by a team of social media managers on the back-end.

But the fact that they are not real has not affected their popularity at all. With millions of followers, some of them are rapidly gaining more followers than prominent celebrities and popular social media influencers.

The new generation of CGI influencers is blurring the line between the virtual world and reality. Highly controlled and curated, these digital avatars are evoking a strong sense of curiosity among social media users. They may not be real, but their impact is.

The fashion industry is already ready to invest in them. But what is the main advantage of “hiring” virtual avatars instead of flesh-and-blood people? “The predictability of their behavior, of course,” says Andrew Dunst, vice president of Sage Group. “Virtual influencers totally remove the risks of public relations. Unlike people, machines would never do anything that would negatively impact the customer base.”

C2 Fashion Studio. Fashion Trend Platform Newsletter 02
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