Are CGI Influencers Really the Future of Influencer Marketing?

Navigating the Uncanny Valley: The Rise of CGI Influencers in Modern Marketing

In 1970, the term “uncanny valley” was coined by Japanese roboticist Masahiro Mori to capture the disconcerting sensation humans experience when encountering entities that closely resemble humans yet still exhibit subtle differences. This concept finds renewed resonance in one of the most rapidly evolving trends within the influencer marketing landscape today. The surge of CGI Influencers, digital avatars designed to emulate real social media influencers, underscores the complexity of modern consumer perceptions. These virtual personas, meticulously crafted to mirror human features and accompanied by remarkably lifelike captions, challenge traditional notions of authenticity and reality. While their allure lies in mitigating the risks associated with human influencers, questions arise about whether these digital creations are truly an unblemished solution, given the ongoing human influence behind their design.

**1. ** Pioneering the Digital Frontier: The Emergence of CGI Influencers

Leading the charge into this realm was Lil Miquela, a ‘Brazilian-American’ Instagram model and artist hailing from California. Introduced in 2016 by Trevor McFedries and Sara Decou of LA-based start-up Brud, Miquela, adorned with charming freckles, swiftly gained prominence. Collaborating with established brands like Diesel, Chanel, Moncler, and Prada for their Spring collection launch, Miquela’s ascendancy also saw her becoming a muse for renowned makeup artist Pat McGrath. Her virtual portfolio expanded even further, encompassing roles such as Arts Editor at Dazed Magazine. Garnering approximately 1.5 million followers on Instagram, Lil Miquela epitomizes the potential and influence of CGI avatars.

**2. ** Heralding a New Paradigm: Disclosure and Legitimacy Challenges

While Miquela’s online presence brims with content that appears to be sponsored, the explicit classification of such content as ‘paid for’ endorsements remains elusive. The pertinent concern for marketers is how prevailing advertising disclosure regulations, stipulated by entities like ASA and CMA, adapt to a technological landscape evolving more rapidly than the laws governing it. This calls into question the ethicality of such avatars’ adherence to established guidelines and regulations surrounding transparency and authenticity in marketing practices.

**3. ** Walking the Ethical Tightrope: Legal Ramifications and Industry Norms

The present guidelines for influencer marketing neither explicitly encompass nor exclude CGI or virtual influencers. However, in a recent webinar, Emma Smith, Operations Manager at the Committee of Advertising Practice (CAP), underscored the imperative that influencer or branded content refrains from misleading or obscure messaging. Given the potential for virtual influencers to exploit regulatory gaps, stringent protocols are indispensable to preserve the integrity of marketing practices. As the CGI influencer domain burgeons – CBS This Morning reported a projected $2 billion worth for influencer marketing by 2020 – the industry awaits more precise directives concerning augmented or virtual reality promotion and potential consequences for non-compliance.

**4. ** Crafting the Mirage: The Intricacies of Authenticity

One pivotal ethical quandary posed by CGI avatars revolves around their impact on authenticity. The influencer marketing sphere has ardently pursued transparency and authenticity, yet virtual influencers inject an unexpected element into this pursuit. Straddling the blurred line between fact and fiction, these digital creations introduce a novel threat to the authenticity that consumers increasingly demand from brands and influencers alike. Attorney David Polgar’s insight underscores the legislative imperative to ensure transparency aligns with the evolving technological milieu.

**5. ** Beneath the Surface: Representation and Cultural Implications

Representation forms another ethical battleground as CGI influencers come into play. The fashion and beauty industry has long grappled with critiques regarding limited diversity in race, body type, and gender portrayal. Virtual influencers exacerbate these concerns by perpetuating unrealistic ideals and reinforcing harmful stereotypes. As users increasingly question the impact of altered images on self-esteem, CGI influencers intensify these anxieties, projecting sophisticated yet unattainable simulacra. Both Shudu and Miquela have faced backlash for exploiting racial and ethnic ambiguity while purporting to epitomize diversity, prompting marketers to reflect on the potentially insidious messages conveyed to consumers.

The Unveiling Future: Envisioning a Transformed Marketing Landscape

The advent of CGI influencers marks a pivotal juncture that could usher in a transformative era in marketing. Already, brands have adopted chatbots for customer service and embraced simulated technology like AR beauty booths to enhance consumer engagement. The unfolding narrative could encompass virtual reality catwalks, holographic accessories, and user-generated avatars. As these innovations ascend, brands must balance their eagerness to incorporate novel technologies with a vigilant awareness of the ethical and authenticity challenges that CGI influencers pose. In an industry predicated on trust and connection, the journey ahead necessitates a nuanced approach to ensure that progress aligns harmoniously with core values.