Virtual Influencers and the New Era of Digital Branding

 In recent years, the world of digital marketing has undergone a true revolution. The emergence of virtual influencers — computer-generated personalities who function as real influencers on social media — is changing the way brands communicate with their audiences and redefining the boundaries between reality and promotion. This new era of digital branding brings numerous advantages, but also challenges for both companies and internet users.

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Who are virtual influencers?

Virtual influencers are digitally created personalities, shaped using advanced technologies such as 3D modeling, computer-generated imagery (CGI), animation, and artificial intelligence (AI). Although they have no physical presence or real existence, these digital entities look, communicate, and behave very similarly to real people, building large follower bases on social networks. Their content, interactions, and image are entirely controlled by the brands that create them, and they are not subject to mood changes, personal circumstances, or other human factors, which allows for constant availability and consistency in communication.

One of the most famous global examples is Lil Miquela, a digital influencer who since her debut in 2016 has gained millions of followers and collaborated with prestigious fashion houses like Prada and Calvin Klein. In the Asian region, Imma stands out as the first virtual influencer there, known for partnerships with renowned brands such as Lenovo and SK-II. These examples clearly illustrate how digital influencers are becoming an indispensable part of modern marketing campaigns, and the line between real and virtual personalities on social media is increasingly blurred.

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How are they used in the industry?

Virtual influencers are particularly successful in the fashion and lifestyle industries, but their use is expanding into technology, healthcare, finance, and construction.

• In fashion, they are used to promote collections and enable virtual try-ons of clothing.
  
  
• In technology, they explain complex concepts in an accessible way.
  
  
• In healthcare, they can promote awareness of mental health and healthy lifestyles.
  
  
• In finance, they promote financial literacy in an entertaining and educational manner.
  
  

For example, Korean virtual influencer Rozy.gram has collaborated with insurance companies, while Guggimon, created by Superplastic, has become the face of streetwear brands like Off-White.

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How does the audience react?

Although many users initially express surprise or even discomfort when they learn they are following a “person” who does not exist, research shows that audiences generally react positively to virtual influencers. Younger generations, especially Generation Z and Alpha, who grew up with digital worlds and video games, have a much higher tolerance for such novelties. For them, the boundary between real and digital is much more flexible.

Furthermore, if the content is authentic and relevant, most users are not overly concerned about whether the person is real — what matters to them is what that “person” represents and how they connect with their values and interests.

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Ethics and challenges

However, the use of virtual influencers in marketing raises a series of ethical dilemmas that require careful consideration. One key issue relates to transparency — the audience is not always aware that the character is digitally created, which can lead to user deception and damage the trust in the brand behind such content.

Another challenge is the lack of genuine human experience. Although virtual influencers can speak about important social issues such as mental health, poverty, or gender equality, their messages often lack personal grounding, which can make them seem superficial or even manipulative in the eyes of the audience.

Additionally, the increasing use of digital influencers raises questions about the potential replacement of real people in the creative industry. As technologies advance, these digital entities may become direct competition to professional influencers and other creatives, prompting a broader debate about the impact of automation on jobs in digital media and advertising.

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The future of branding

Despite ethical challenges, the development of virtual influencers represents an unstoppable trend in the evolution of digital communication. Their use is increasingly expanding beyond social media — into video games, the metaverse, digital assistants, and even educational platforms.

Brands striving to remain relevant will need to find a fine balance between technological innovation and authenticity. The most successful campaigns will be those that thoughtfully combine the creative potential of virtual influencers with genuine human values and emotions.

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A new dynamic of digital trust

Virtual influencers are not just a passing technological trend but signal a profound transformation in the way communication, content creation, and trust-building happen in the digital environment. The new era of digital branding opens up space for unlimited creativity but also imposes the responsibility of using these possibilities transparently and responsibly. As technology continues to blur the lines between real and virtual, brands that recognize and strategically adapt to this in time will position themselves as leaders in the new digital landscape.