Virtual Influencers: Exploring the Rise of Digital Personas in Modern Marketing

What is a virtual influencer?

A virtual influencer (VI) is a computer-generated character crafted to act like a social media personality. Sprout Social defines these as digital personalities created using advanced CGI, motion-capture and AI technology. They have avatars, names and backstories just like real influencers. For example, one blog explains a VI is “a digitally created character… active on social media with loyal followers”.

In practice, creators design a distinct look and personality (often called a persona) and then post content photos, videos, captions to platforms like Instagram or TikTok. Importantly, while VIs may talk about “their day-to-day lives” (sharing selfies, outfits, etc.), everything is scripted by their human team. They blur the line between reality and fiction, allowing brands to ‘hire’ an influencer who is entirely virtual.

How do virtual influencers differ from human influencers?

Virtual influencers share many traits with human ones (they endorse products, tell stories, interact on social media) but with key differences. In essence, VIs are entirely computer-generated, whereas human influencers are real people. As one source notes, VIs function like human influencers, but “the only difference is they don’t exist in the physical world”. This difference gives brands more control: VIs can be precisely directed in their looks, messaging and schedule. For instance, they never miss deadlines, age or fall ill, and their images can be posed in any impossible scene (defying physics, changing hairstyles instantly, etc.). Brands can shape every aspect of a VI’s character.

On the flip side, human influencers bring genuine lived experience and authenticity. Studies find that audiences do perceive VIs as less authentic: because a VI is “not real,” followers can’t witness it really using a product or sharing a genuine opinion. A University of Florida study confirmed that VIs are seen as significantly less authentic than humans. Wired magazine similarly pointed out that followers may question a VI’s endorsements (“why trust the opinion of someone who doesn’t exist?”). In short, VIs offer brand-safe consistency and endless creativity, but at the cost of some human warmth and spontaneity.

What technologies are used to create virtual influencers?

Creating a virtual influencer involves cutting-edge graphics and AI tools. Typically, developers use 3D modeling and computer graphics to design a lifelike (or stylized) avatar. Motion-capture and animation software bring that avatar to life with realistic poses or gestures. According to industry sources, VIs are “often created with CGI, motion capture and artificial intelligence”. In practice, this might mean sculpting a character in software like Blender or Maya, then using software to render images or videos of it.

Artificial intelligence plays a big role too. Generative AI and machine learning can generate the character’s appearance (even entire scenes), and can write or adapt text. Some teams train models on a set of images or personality traits to help the VI generate captions or responses in a consistent voice. For example, generative engines (similar to Stable Diffusion or DALL-E) might produce photorealistic portraits of the influencer, while natural-language AI (like a fine-tuned GPT) could draft their social media copy. In essence, technology pipelines combine game-engine graphics, AI-based rendering, and smart algorithms to design, animate and manage the virtual persona.

How to create your own virtual influencer: Step-by-step guide

Creating a virtual influencer is a multi-step process:

• Define the Persona: Decide who your VI is. Outline their identity, interests, values and target audience. What will make them stand out? (DeepMode’s guide suggests thinking through passions and backstory first.)
• Choose Platforms: Pick where they’ll “live.” Instagram and TikTok are common starting points. Decide what type of content (photos, videos, live streams) suits the persona.
• Design the Visuals: Develop the avatar’s look. This often means using 3D/CGI tools or an AI avatar generator. For example, services like DeepMode.ai let creators build a virtual model by training an AI on photos, then rendering new images. You might hire a 3D artist or use character-creation software to create polished images of your influencer in different outfits and settings.
• Set Up Social Profiles: Create social media accounts and craft a consistent voice. Start posting branded content that matches their story. Engage followers with posts, stories and hashtags that fit the persona.
• Grow and Engage: Build the audience over time. Share content regularly, interact in comments (often a human team will respond on behalf of the VI), and collaborate with other creators. Adjust based on feedback and analytics to keep the character relevant and growing.

The key is integration of technology with storytelling. Tools like DeepMode or Unity (for 3D animation), plus AI caption generators, can accelerate production, but human creativity is needed to script the content. Thoughtful brands and creators iterate: develop a plan, launch, and refine based on engagement.

What are the benefits of using virtual influencers in marketing?

Virtual influencers offer several unique advantages in marketing:

• Total Brand Control: Companies can script every aspect of a VI’s image and message. With a virtual influencer, there’s no risk of unscripted scandals or off-brand comments. Sprout Social highlights that VIs give marketers complete control over content and scheduling.
• Adaptability & Scalability: VIs are incredibly adaptable – they never age or tire. They can appear in any location or scenario via CGI (even impossible ones). For instance, a VI could realistically “travel” to Paris for a photoshoot one day and be on a space station the next, without logistical limits. This 24/7 availability means brands can generate large volumes of content quickly and consistently.
• Consistency: A virtual influencer’s look and personality stay consistent unless the creators change them. This can build a stable brand image. As one source notes, VIs maintain a uniform style and persona “no matter what,” ensuring consistent messaging.
• Engagement: Interestingly, many studies report high engagement rates with VIs. For example, reports show a VI campaign can get up to three times the engagement of a comparable human influencer campaign. This may be because the novelty or polished content grabs audience attention. High engagement can translate into increased reach and even sales. (One report found 35% of consumers following a VI had bought products endorsed by it.)

In short, virtual influencers provide creative flexibility and brand safety. They can be “on brand” every time, in any format, often at lower long-term cost than big celebrity talent. These perks make them a compelling option, especially for fashion, beauty and tech brands that want to innovate.

What are the challenges and ethical considerations of virtual influencers?

While VIs bring novelty, they also raise issues:

• Authenticity and Trust: Because virtual influencers are fictional, some consumers may feel misled or untrusting. Research indicates audiences generally rate VIs as less authentic than real people. Wired magazine cautions that a VI can’t genuinely “try on” a product or share a lived experience, which can make endorsements feel hollow. Brands must therefore work harder to make the character relatable (for example, by giving them human-like flaws or values).
• Disclosure and Transparency: Legal guidelines require clear disclosure of paid endorsements (e.g. #ad) for all influencers, and that includes virtual ones. For instance, the U.S. FTC updated its rules in 2022 to demand that any sponsored influencer content be clearly identified. It’s still debated how to enforce this for an avatar (if the influencer isn’t human, who is liable?), but brands should err on the side of transparency. Failing to disclose a VI’s sponsored post could violate advertising law.
• Misinformation/Manipulation: Hyper-realistic VIs can blur reality, making it hard for audiences to distinguish sponsored content or even truth from fiction. Ethically, this raises concerns about manipulation especially if the line between ad and genuine content isn’t clear. Regulators and platforms are still catching up on how to handle AI-generated personalities.
• Cultural Sensitivity: Because VIs often “play” different roles, there’s a risk of cultural misstep if a VI is portrayed insensitively. Brands must carefully manage the character’s identity (ethnicity, background, opinions) to avoid stereotypes or offense.
• Emotional Detachment: Some critics worry that, by relying too much on virtual influencers, brands and consumers miss out on genuine human connection. A VI can’t improvise an emotional response to current events in the same way a real person might, which could backfire if an insincere post is poorly timed.

In essence, the ethical landscape of virtual influencers is new and evolving. Key considerations include honesty (disclosures), cultural respect, and ensuring audiences know they’re engaging with a construct, not a person. Brands must navigate these issues carefully to avoid backlash.

Who are the most popular virtual influencers in 2025?

By 2025, a handful of virtual personalities have gained massive followings. Leading the pack is Lu do Magalu, a Brazilian retail mascot turned digital star (with ~7M Instagram followers). In the US, Lil Miquela remains iconic – a CGI model and singer (with over 3M+ followers) who has landed major campaigns. Other top-tier VIs include Shudu (the world’s “first digital supermodel”) and Noonoouri (a couture-loving avatar), both frequently featured by big fashion houses.

Regionally famous VIs are emerging too: for example, Spain’s Aitana López and Japan’s Imma each have dedicated fanbases. According to industry lists, other rising names include Korea’s Rozy, the Asia-targeted MAYA, and Africa’s Kyra, among several up-and-coming creators. In short, many of the biggest virtual influencers come from fashion and entertainment niches, and most started as projects of creative agencies or global brands.

How do virtual influencers impact consumer behavior?

Virtual influencers can powerfully sway audiences, but research shows mixed effects. On the one hand, their polished content and novelty can boost engagement and interest (as noted, some VIs tripled campaign engagement). When matched with relevant products, they can stimulate purchases too – one survey found 35% of VI followers had bought an endorsed item. Brands leverage this by targeting younger, digitally-savvy consumers who enjoy new tech.

On the other hand, studies suggest limits. For example, Liu and Lee (UFL) found that consumers perceive VIs as less authentic, which can weaken brand attitudes. They discovered that VIs perform well endorsing functional products (gadgets, apps) but less so with luxury or sentimental items. Viewers are less likely to credit a VI with a heart-felt opinion (since they know it’s scripted). Another study showed people often view VIs as “mindless” avatars and may not even recognize their persuasive intent easily, which can be a double-edged sword: it reduces skepticism, but also means they feel less human connection.

In practice, virtual influencers do influence consumer behavior – inspiring trends, driving traffic, and even sparking purchases – but they often work best when carefully integrated. Campaigns that blend VIs with real-world context (or use them to highlight interactive features) tend to see the best results. It’s clear their impact depends on context, audience, and how the character is presented. Overall, VIs can move the needle on awareness and engagement, but marketers should measure results (clicks, conversions, brand lift) to see the true ROI.

What industries are leveraging virtual influencers the most?

Virtual influencers are especially popular in fashion, beauty and retail – industries that value strong visual branding. High-end labels like Prada, Dior, Calvin Klein and Balmain have all featured VIs in their campaigns. Sportswear and tech brands have also joined in: Adidas used the Japanese VI Imma for a sneaker launch, and Samsung partnered with Lil Miquela on a promo. Even e-commerce and retail chains experiment with virtual spokespeople (for instance, Marks & Spencer created its own VI “Mira” to appeal to younger shoppers).

Outside fashion, lifestyle and consumer tech companies are trying VIs. Food & beverage, automotive and tourism have just begun to dip their toes by sponsoring digital characters or gamifying experiences. However, so far the lion’s share is in sectors driven by youth culture and social media – i.e. anything where influencer marketing is already mainstream. In summary: if your brand thrives on social storytelling and visuals (fashion, beauty, gaming, electronics, travel), you’re much more likely to see virtual influencer campaigns.

How do virtual influencers generate revenue?

Virtual influencers generate income mainly through sponsored content and brand partnerships – just like human influencers. They can appear in paid posts, ads or even co-develop products. For example, top VIs often command significant fees for campaigns: according to reports, Lil Miquela is rumored to earn about $10 million per year through paid deals. Virtual influencers can also enter creative collaborations – Adidas teamed with VI Ruby9100M to co-design a sneaker line.

Beyond traditional sponsorships, some VIs explore additional revenue streams. The NFT boom saw characters like Imma releasing collectible digital artwork, and virtual musicians (e.g. the AI singer Teflon Sega) selling music and concert tickets. Merchandise is another avenue: the CGI toddler Qai Qai was turned into a real toy doll for fans. In essence, virtual influencers can launch entire product lines or experiences – from virtual concerts to branded NFTs – further monetizing their appeal.

Ultimately, any revenue model that works for digital personalities can apply to VIs: paid promotions, ad revenue, affiliate links, NFT sales or even crowdfunding. Their backers (brands or agencies) collect the proceeds, while reinvesting in the character’s growth. The bottom line is that VIs have become lucrative media properties: some already yield marketing ROI comparable to top human influencers, once audiences buy into their stories.

What is the future of virtual influencers in the metaverse?

As the metaverse (immersive virtual worlds) evolves, virtual influencers are poised to become even more ubiquitous. In fact, industry analysts predict that digital avatars will be central to metaverse marketing. Stagwell’s expert panel observes that brands like Adidas, Samsung and even gaming platforms (like Fortnite) are already engaging VIs in virtual events, and their use is expected to grow as the metaverse advances.

Concrete signs of this future are emerging: Gucci’s Roblox “Gucci Garden” (May 2021) drew nearly 20 million visitors, illustrating how avatars can drive engagement. Fashion e-tailers (e.g. Yoox) are planning to deploy their virtual models within VR and AR shopping experiences. Moreover, investment analysts at Morgan Stanley estimate that gaming and NFTs could make up ~10% of the luxury market by 2030, implying a €50 billion opportunity for avatars and metaverse commerce.

In practical terms, expect virtual influencers to serve as brand ambassadors inside VR worlds: they might host virtual storefronts, attend metaverse fashion shows, or appear in 3D ads. Companies could introduce custom VIs for online communities (e.g. a fashion AI model guiding users through a digital mall). Some forward-looking brands are already experimenting with hybrid real/virtual experiences via augmented reality. Ultimately, as Gen Z and younger consumers blend online/offline lives, virtual influencers will likely be a key bridge between brands and users in the metaverse era.

How do audiences perceive authenticity in virtual influencers?

Authenticity is a critical issue for virtual influencers. Research consistently shows that audiences do notice when an influencer is not human. The University of Florida study found VIs are generally rated less authentic than human influencers, leading to weaker trust and purchase intent. Many viewers know they’re following a CGI persona, so endorsements may feel staged. For example, Wired highlights that a virtual model “can’t try on a shirt and honestly say ‘it’s softer’,” underlining their lack of real experience.

At the same time, some fans appreciate the transparency: they enjoy knowing the influencer is a creative project, not a hidden marketing ploy. A study reported that since VIs are seen as “mindless” avatars, viewers may not even recognize all their ads are scripted, which can paradoxically lower immediate skepticism. Still, most experts agree that VIs must be presented clearly as fictional to avoid misleading audiences.

To boost perceived authenticity, savvy creators give VIs detailed personalities, opinions and even imperfections. Vogue Business noted that brands are “humanizing” their avatars – adding likes/dislikes and small flaws – so they seem more relatable. The goal is to make the audience feel a genuine connection, despite the influencer being virtual. In summary, while audiences know VIs aren’t “real,” thoughtful storytelling and transparency can maintain engagement; however, complete authenticity remains a challenge.

What are the legal implications of virtual influencer endorsements?

Legally, virtual influencers must adhere to the same rules as any influencer. In the U.S., the Federal Trade Commission (FTC) requires disclosure of material connections. The FTC updated its endorsement guidelines to clarify that even computer-generated influencers need to disclose sponsorships. In practice, this means a #ad or #sponsored tag should appear on any paid post by a VI. The Wired article points out the conundrum: if an AI avatar is sponsored but doesn’t reveal the deal, it technically violates advertising law – but it’s unclear who (the brand, the agency, or the “creator”) the FTC would penalize. To stay safe, companies usually treat VI promotions exactly like those by humans, ensuring compliance.

Beyond disclosure, intellectual property issues arise. For instance, using copyrighted music or logos in VI content still requires permission. Also, if a VI mimics a real person too closely, it could trigger rights-of-publicity concerns. Privacy laws may come into play if an AI influencer uses data-driven personalization. Finally, since VIs can be global, brands must consider international ad rules (e.g. ASA guidelines in the UK).

In short, all the usual legal principles apply: no deceptive advertising, respect copyrights and rights of likeness, and comply with endorsements law. The novelty of AI simply adds complexity to enforcement, but doesn’t exempt marketers from following the rules.

How do virtual influencers maintain engagement with followers?

Virtual influencers use many of the same engagement tactics as humans plus some unique advantages. According to Vista Social, VIs “catch attention with their unique, futuristic looks” which helps content stand out in crowded feeds. Their novelty often makes campaigns go viral, boosting brand visibility. They can also post at any time (time zones aren’t a barrier) and respond promptly, giving the impression of constant activity.

The teams behind VIs frequently refresh their storylines and visuals to keep fans interested. For example, a VI might “visit” different cities in photo shoots, launch limited-edition virtual merchandise, or even hold interactive virtual events. Some creators integrate tech like AI chatbots or live-streaming interfaces (especially for VTubers) so followers can comment and get replies in real time. The fact that VIs are digital allows for creative experiments: a VI could seamlessly swap outfits in mid-post, or transform into different styles – tricks impossible for humans.

In practice, higher engagement statistics back this up: brands have observed that posts by virtual influencers can outperform human-driven posts in likes and shares, translating into better ROI. The key is leveraging their visually rich content and novelty. By offering fans consistent updates, behind-the-scenes lore or interactive Q&A (even via scripted chatbot), VIs can sustain a lively fanbase.

What are the differences between virtual influencers and VTubers?

While both are “virtual” online personalities, virtual influencers and VTubers occupy different niches. A virtual influencer is generally a fashion or lifestyle-focused avatar that posts edited content (photos, short videos, ads) on platforms like Instagram. They often resemble models or celebrities and do not necessarily perform live. For example, Lil Miquela posts professional photoshoots on Instagram. Virtual influencers are typically presented as autonomous characters, with teams behind the scenes managing their posts.

VTubers (Virtual YouTubers) originated in Japan and have a distinct culture. They are live-streaming personas, usually styled as anime characters, who interact with viewers in real time. Crucially, a human voice actor or performer controls a VTuber avatar via motion capture or avatar-rigging software. For example, Kizuna AI (credited as the first VTuber) uses a Japanese voice actress during her streams.

This allows VTubers to chat directly with fans, play games live, or sing on request. In summary: VTubers emphasize live, interactive content (often on YouTube/Twitch), whereas virtual influencers post curated content on social media. The line is fuzzy some VIs do occasional streams but the main difference is that VTubers are explicitly streamer-driven avatars, while virtual influencers are treated more like edited celebrity accounts.

How are brands integrating virtual influencers into their campaigns?

Brands of all sizes are experimenting with VIs. Luxury and fashion houses were early adopters: for example, Balmain famously featured the CGI model Shudu in campaigns, and Prada “let Lil Miquela take over” its Instagram during Fashion Week. Sports and lifestyle brands also joined: Adidas used the Japanese influencer Imma in shoe ads, and Samsung partnered with Lil Miquela to promote phones. Even retailers are in on it – in 2022 Marks & Spencer unveiled its own VI “Mira” to connect with younger shoppers.

Some brands create their own avatars instead of hiring existing ones. For instance, online retailer Yoox launched Daisy, a custom avatar that now models clothing from Polo Ralph Lauren, Persol and New Balance. The benefit is full control: Daisy’s backstory and look are tailored to Yoox’s brand image. Other examples include Puma’s virtual athlete MAYA in Asia and KFC Japan’s ghost-themed influencer Lil KFC.

In practice, campaigns range from simple sponsored posts by a VI, to elaborate transmedia ads. A VI can star in a 360° campaign across Instagram, TikTok, AR filters and even virtual events, telling one unified brand story. Influencer agencies now offer virtual talents alongside human ones, making booking easier. In short, brands are weaving virtual influencers into everything from social ads to product launches – treating them much like any influencer, but with the flexibility to appear literally anywhere their computer can render.

What role does AI play in the development of virtual influencers?

AI is at the core of both creating and animating virtual influencers. Advanced CGI and AI tools allow realistic avatar creation, while artificial intelligence powers their personalities. As noted earlier, Sprout Social explicitly calls out AI technology in building VIs. In development, generative AI can produce the influencer’s images and videos (for example, rendering a CGI portrait from different angles), and machine learning can simulate expressions or movements. Natural-language AI (large language models) can also write captions or simulate conversation, so the VI can “talk” like a real person.

Modern platforms often combine neural networks to design every layer of a VI. For instance, some creators use AI art generators to design outfits or backgrounds, then refine them in 3D. Others have experimented with AI-driven facial animation so the VI can lip-sync to speech. The result is that AI accelerates production: teams can churn out polished posts at scale. Additionally, AI helps analyze data to fine-tune the influencer’s strategy. For example, an AI might optimize posting times or suggest trends for the persona to “comment” on.

In short, without AI (and related tech), virtual influencers wouldn’t exist. They are both products of AI and consumers of AI (using it to generate content constantly). As AI advances (e.g. more realistic renders, better voice synthesis), we expect VIs to become even more convincing and interactive.

How to measure the success of virtual influencer marketing campaigns?

Measuring a virtual influencer’s campaign success uses the same KPIs as any digital marketing: engagement, reach, conversions, etc. Key metrics include likes, comments, shares and follower growth on VI posts. Because virtual influencers often achieve higher interaction rates, advertisers pay close attention to engagement rate. For example, one industry survey found that VI campaigns averaged 5.9% engagement (three times higher than typical human influencer campaigns at 1.9%). Metrics like these indicate strong audience interest.

Beyond engagement, brands track website traffic and sales lifts. Discount codes or affiliate links posted by a VI can directly show ROI. Customer surveys and brand lift studies (measuring awareness or favorability) are also used. Some analyses have noted tangible results: in one poll, 58% of U.S. adults followed at least one VI, and of those followers, 35% said they purchased a product promoted by the VI. That suggests a measurable impact on buying behavior.

In practice, success might also be defined qualitatively. If a VI goes viral or sparks media attention, that visibility has value. Companies use social listening tools to track sentiment and viral reach from VI content. In summary, brands treat VI campaigns like any influencer campaign: they set clear goals (awareness, engagement, sales), track the usual analytics, and compare performance to benchmarks. Early reports even claim better ROI versus some human campaigns, thanks to the novelty and engagement VIs bring.

What are the trends shaping the virtual influencer landscape in 2025?

Several trends are defining the VI space as of 2025:

• Greater Diversity and Realism: Companies are pushing VIs to reflect real-world diversity. Stagwell industry experts predict that VIs will expand to include varied ethnicities, body types and backgrounds. In fact, brands are now “humanizing” avatars by giving them imperfections (a pimple, a yawn) and personal viewpoints, because audiences crave authenticity. This shift away from flawless CGI characters is meant to make VIs more relatable.
• Transmedia Storytelling: Marketers are integrating VIs across platforms. Instead of one-off posts, campaigns now span Instagram, TikTok, AR lenses and even VR, telling a coherent narrative. As noted above, brands leverage transmedia so a VI “remains recognizable” across any medium. For example, an influencer might debut in a video game, then appear in a music video and later in an AR app all as the same character.
• Community-Driven Avatars: Interactive fan involvement is emerging. A high-profile case is Lil Miquela’s team turning her into a DAO (decentralized autonomous organization). Fans can buy tokens to vote on her next photo or storyline. This trend could democratize how VIs evolve, effectively crowdfunding creative direction from followers.
• Metaverse Integration: As virtual worlds mature, expect VIs to move into them. Gaming events, virtual concerts or VR showrooms staffed by VIs are on the horizon. Already, Gucci’s massive virtual exhibition and the metaverse boom in NFTs suggest that by 2025 brands will routinely launch VIs inside digital environments.
• AI Advancements: Finally, continued AI progress will make VIs more sophisticated. Deepfake and real-time rendering tech could allow future VIs to appear in live broadcasts or mirror a celebrity’s actions. VirtualHumans observes that technology is still “scratching the surface” of what virtual celebrities can do. We expect 2025 to see more lifelike motions and even interactive, AI-driven conversations with VIs.

In summary, the VI landscape is evolving fast. Look for more inclusive and interactive avatars, greater integration with VR/AR, and marketing strategies that blend virtual and real worlds. Those who keep up with these trends will lead the pack in virtual influencer marketing.

How to collaborate with virtual influencers for brand promotion?

Collaborating with a virtual influencer is much like working with a human one, but with some tech-specific twists:

• Find the Right Partner: Many virtual influencers are managed by creative agencies or are owned by brands. Sprout Social notes that VIs are often developed by agencies specializing in AI or marketing, and some large brands even create their own (e.g. Magalu’s Lu). To work with an existing VI, your first step is to contact the team behind it (often listed on their site or social profile). Influencer platforms are beginning to list VIs alongside real people, which can help match brands and personalities.
• Plan the Campaign: Treat it as a sponsored content deal. Decide what content you need (posts, videos, AR experiences) and how the VI will feature your product. Because VIs involve graphics production, campaigns often require lead time – e.g., photoshoots must be CGI-rendered. The brand provides assets (logos, product images) and creative direction, and the VI’s team crafts the final images or animations.
• Negotiate Terms: Like any influencer, discuss usage rights and compensation. Fees for top VIs can be high (they are media properties in themselves). Depending on the project, you might pay per post, for an entire campaign, or negotiate a long-term partnership. Remember to include deliverables for ad disclosure (e.g. #ad tags) as per regulations.
• Creative Collaboration: An exciting option is co-creation. Some brands invite VIs to co-design merchandise (as Adidas did with a VI sneaker) or even participate in virtual events. Because VIs can appear in any setting, marketers sometimes plan interactive experiences (like a VR showroom) featuring the VI as a host.
• Treat the Team as Real People: Importantly, though the influencer is virtual, the people behind it are real. Build relationships with the creators and respect their input. DreamFarm agency advises nurturing these connections (offering early access or exclusive deals) to get better results, just as with human ambassadors.

In short, collaborating with virtual influencers is a blend of traditional influencer marketing and tech partnership. You follow familiar steps (briefing, content review, scheduling) but also account for CGI production and AI tools. By aligning values and communication with the VI’s creators, brands can harness these digital talents effectively.

FAQ

1. Are virtual influencers as effective as real influencers?
   Virtual influencers often drive high engagement, but effectiveness varies. Studies show VI posts can get 3× more engagement than similar human-influencer posts. Many users follow them out of interest – one survey found 60% of US consumers already follow a VI (75% among Gen Z). However, because VIs are less “authentic,” some viewers may trust them less. Research suggests VIs can perform well for product awareness and even sales (35% of VI followers reported buying an endorsed product), but they might persuade differently than humans. In practice, they’re highly effective in campaigns geared toward novelty and visual impact, but results should be measured (engagement, conversions, brand lift) just like with any influencer campaign.
2. Do audiences trust virtual influencers?
   Trust depends on transparency and presentation. Most audiences know when an influencer isn’t real, which naturally limits perceived authenticity. For example, UF research shows VIs score lower in credibility than humans. Wired argues people won’t fully trust a virtual persona’s personal endorsement because they can’t speak from real experience. On the other hand, some followers enjoy engaging with a VI as a fictional character and may even sympathize with their brand message. Ultimately, brands must clearly disclose any sponsored posts (per FTC rules) to maintain trust, and many are making VIs more relatable (flaws, values) to bridge the authenticity gap.
3. How much does it cost to create or hire a virtual influencer?
   Costs vary widely. A simple CGI avatar can be made for as little as a few thousand dollars, but a polished, custom character can cost in the hundreds of thousands or more. In Vogue Business, a source estimated developing a bespoke VI starts around £5K–10K but can scale to millions depending on complexity. Once built, using the VI can be cheaper than a top celebrity (no travel or scheduling fees). However, top-tier VIs (with millions of followers) may charge high campaign fees, similar to human mega-influencers. Brands on smaller budgets might license existing VIs or use budget-friendly platforms; large brands sometimes create VIs entirely in-house for greater control.
4. Which industries use virtual influencers the most?
   Fashion, beauty, and retail lead the way. Luxury and apparel brands (Prada, Dior, Balmain, Calvin Klein, etc.) have all featured virtual models and influencers. Sports and streetwear labels (Adidas, Puma, Nike) are also active users. Consumer tech (Samsung, Amazon) and fast-moving consumer goods (especially cosmetics) have tried VIs for buzz. Even retail chains (Marks & Spencer, IKEA) have experimented by introducing VIs in campaigns. Generally, any consumer-facing industry where visual storytelling is key – especially targeting Millennials/Gen Z – is likely to leverage virtual influencers.
5. How do audiences react to or engage with virtual influencers?
   Audiences are often intrigued and engaged by VIs, especially younger demographics. VistaSocial notes that VIs attract attention with their “unique, futuristic looks” which often helps content go viral. Fans enjoy the backstory and aesthetic, and many virtual influencers boast high follower counts. Engagement metrics (likes, comments) tend to be strong. However, reactions can be mixed: some fans embrace the fictional aspect, while others criticize them for being “too perfect” or fake. Brands try to manage this by giving VIs relatable traits. Overall, many consumers follow VIs, and a significant portion have reported purchasing products they promoted. So while novelty drives initial interest, sustained engagement depends on the storytelling quality and transparency.
6. What kind of results can brands see from virtual influencer campaigns?
   Results depend on execution, but case studies are promising. As mentioned, VI posts often deliver high engagement rates (5–6% on average). In one industry survey, 35% of VI followers said they bought an endorsed product. Brands also cite increased brand awareness and social reach: VIs can generate buzz simply by their novelty. For example, campaigns with Lil Miquela have garnered millions of views for major labels. In terms of ROI, some companies find virtual campaigns to be cost-effective: after the initial build cost, VIs can produce large amounts of content cheaply. That said, success should be measured with clear metrics – website clicks, conversions or sales from tracked links, and brand lift studies – just as with any influencer marketing.
7. How can a brand create its own virtual influencer?
   A brand can either partner with an agency that specializes in digital avatars or build one internally. Key steps include defining the character’s image and personality, then using 3D design/AI tools to create their look. Services like DeepMode or custom animation studios can develop the avatar graphics and animations. The brand then scripts content (photos, captions, videos) for social media. Another approach is to use an existing platform: certain influencer marketing platforms now list virtual avatars for hire. Whichever route, the brand should ensure the VI aligns with its values, and plan out a content calendar. Existing case studies (like Lu do Magalu for a Brazilian retailer) show that internal development teams often involve digital artists, writers and marketers working together to manage the VI as they would a human ambassador.
8. Where can I find and collaborate with virtual influencers?
   Nowadays, you can discover VIs through their social media profiles or influencer platforms. Some marketing agencies and talent platforms maintain directories that include popular virtual influencers. Websites like VirtualHumans.org track VI news and lists of characters. Many brands contact the management team behind a VI (often listed on their site) to propose a collaboration. Additionally, a few influencer marketing platforms are beginning to support virtual talent, allowing you to filter by “virtual” influencers when searching. Ultimately, reaching out directly (via email or DM) to the creators or agencies of the VIs you like is a common approach. Agencies specializing in digital influencers can also broker deals and handle logistics, much like for human influencers.
9. Can small businesses benefit from virtual influencers?
   Yes, small brands can leverage the trend too. There are virtual influencers at every scale – from global superstars to niche micro-influencers. A small business might collaborate with a lesser-known VI that fits its market or even create a simple character using accessible tools. The advantage for smaller brands is the novelty factor: a creative, well-designed VI can grab attention and differentiate the brand’s image. That said, costs and reach tend to scale with the influencer’s profile. Instead of hiring a celebrity VI, small businesses might partner with up-and-coming virtual creators or use a brand mascot avatar for local campaigns. As technology becomes cheaper (AI design tools, stock CGI assets), VIs are increasingly within reach of smaller players.
10. Will virtual influencers become more common in the future?
    Almost certainly. All signs point to continued growth. Industry experts note that as AI and the metaverse expand, more companies will deploy digital avatars. Investors predict that immersive tech will be a big part of commerce (e.g. 10% of luxury spending in the metaverse by 2030), implying many more virtual campaigns. In recent years alone we’ve seen dozens of new VIs and corporate avatars being launched. Given the engagement statistics and the creative flexibility they offer, it’s likely that virtual influencers will become a standard marketing tool, especially for reaching Gen Z. They won’t replace all human influencers, but as AI improves, virtual creators will increasingly join marketing strategies from social feeds to AR/VR experiences. In short: expect to see a lot more of them.

Conclusion

Virtual influencers, computer-generated personalities managed by brands or agencies are rapidly reshaping the influencer marketing landscape. They offer unique benefits like total creative control, consistent branding and high engagement potential, making them appealing for fashion, beauty, tech and other consumer-focused industries. At the same time, they bring challenges: audiences may question their authenticity, and existing advertising laws (FTC disclosures, IP rights) still apply.

As AI and virtual reality evolve, VIs are set to become even more integrated into marketing. We’re likely to see more lifelike avatars, interactive experiences, and community-driven virtual personalities in the coming years. For brands considering virtual influencers, the key is to marry creativity with transparency crafting compelling digital personas while being honest with audiences. When done right, these digital ambassadors can capture attention, tell engaging brand stories across platforms, and even boost sales in ways that traditional influencers might not. The era of the virtual influencer is in full swing, offering marketers a novel frontier to explore in 2025 and beyond.

Sources and Citation

• Sprout Social – “The rise of virtual influencers: Are they here to stay?” (Apr 2024), sproutsocial.com​sproutsocial.com​sproutsocial.com.
• WTW Insights (Retail Futures) – “Retail sector: Understanding the rise and risks of the virtual influencer” (Jun 2024), wtwco.com​wtwco.com​wtwco.com.
• Vista Social – “The Impact of Virtual Influencers on Social Media Marketing” (Jan 2025), vistasocial.com​vistasocial.com​vistasocial.com.
• Wired – “CGI ‘Influencers’ Like Lil Miquela Are About to Flood Your Feed” (Mar 2018), wired.com​wired.com​wired.com.
• Vogue Business – “What influencer marketing looks like in the metaverse” (Dec 2022), voguebusiness.com​voguebusiness.com​voguebusiness.com.
• VirtualHumans.org – “5 Ways Virtual Influencers Earn Money” (May 2022) and “What’s the difference between virtual influencers and VTubers?” (Mar 2022)​virtualhumans.org​virtualhumans.org.
• Stagwell – “How to make the most of the virtual influencer wave” (2023), stagwellglobal.com​stagwellglobal.com​stagwellglobal.com.
• Storyclash – “Top 10 Virtual Influencers in 2025” (Nov 2024), storyclash.com​storyclash.com​storyclash.com.
• Harvard Business School Working Knowledge – “Should your brand hire a virtual influencer?” (case summary), hbswk.hbs.edu​hbs.edu.
• DreamFarm Agency – “How To Collaborate With Virtual Influencers” (2023), dreamfarmagency.com​dreamfarmagency.com​dreamfarmagency.com.
• DeepMode (blog) – “How to Create a Virtual Influencer” (2023), deepmode.com​deepmode.com.
• MediaCat UK – “Human vs. Virtual Influencers: which is more persuasive?” (Jan 2025), mediacat.uk​mediacat.uk​mediacat.uk.
• FullIntel – “Why Your Next Spokesperson May Not Be Human” (2024), fullintel.io​fullintel.com​fullintel.com.

Each source is cited in the text with the format 【source†L..】 indicating line references. These references include leading marketing publications, research reports, and official industry analyses to ensure accuracy and currency in this overview.

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