Keynote speaker on digital humans, AI and influencer marketing.

Brands are getting a face again

I build digital humans: AI-driven characters with a face, a voice and a personality of their own. Not chatbots, not avatars. People your audience actually wants to talk to.

At The Synths, the studio I founded in Amsterdam, we have built seventeen of them. Brand personalities for MediaMarkt and Inholland. The Virtual James Parkinson, who answers patient questions day and night in any language they ask it in. And licensed clones of real people, including Ruud Gullit.

That work sits on twenty years of digital. Social from 2004, influencer marketing from 2010, Effies and Lovies for brands like Toyota, Danone and BMW. Which is why I can tell you when this technology works for a brand, and when it quietly fails. I have seen both.

Updates

New cases, trends and the occasional strong opinion.

• 18 Sep 2026
  Seventeen Synths later

  

  I did not set out to start a digital human studio. Here is how it actually went.

  When we started the unit inside Hibou at the end of 2024, the plan was influencer marketing. Digital humans were the thing I kept in my back pocket, something to put on the table at the end of a meeting if the room seemed ready for it. I assumed most rooms would not be.

  I was wrong, and it was the best thing that could have happened.

  The long run-up

  This did not start in 2024. I have been building influencer campaigns since 2010, at an agency that grew into a group and won awards along the way for both creativity and effectiveness, for brands like Danone and Toyota. That order matters. Work that wins on creativity and does nothing else is decoration. Work that performs and looks like everything else gets ignored.

  Somewhere around 2018 the virtual influencer question got interesting enough to test properly. So I built a digital clone of myself to see how far the technology had come.

  The answer was: not far enough. Expensive, slow, and parked squarely in the uncanny valley. Human enough to be uncomfortable, not human enough to believe. The idea was right. The tools were five years early.

  That failure is the reason I know what I know now. We did not wait for a trend. We waited for the technology to catch up with something I had already tried and watched break.

  What sat in reserve became the work

  By late 2024 the pieces had moved. Faces held up. Voices held up. Latency dropped to the point where a conversation felt like a conversation.

  So when Matthijs Rutten and I built the new unit, the pitch was still influencer marketing with something extra. Lead with what clients already understood, keep the rest in reserve.

  Clients kept reaching for the reserve.

  Bo for Boerhaave Kliniek. Bas for TAF. Indy for Inholland. Charlie for CNV. Henri for Home Made By. Imke for Marketingfacts. Johan for Leef met ALS. The Virtual James Parkinson. Marco for MediaMarkt. Robin for MWM2. And Ruud Gullit, who took us across the border.

  Seventeen Synths later, the side dish was the main course.

  Why it needed its own name

  Three reasons.

  One. It was crowding out the neighbours. Hibou is a PR and influencer agency, and a good one. But the digital human work brought in the events, the press coverage and the inbound. People started asking Hibou whether it still did PR. When one proposition overshadows another, you do not have a marketing problem, you have a naming problem.

  Two. The work crossed the border. An international brand, or an icon with a global profile, does not want to land on a Dutch agency site and click through twice to reach what it came for. Hibou is French for owl. Charming, and not what anyone types when they are looking for a digital human studio.

  Three. It is a different craft. Influencer marketing runs on credibility somebody else built and you borrow for a while. What I do now is help a brand build its own and keep it. Related disciplines, different economics, different buyers. They deserve separate front doors.

  Worth saying plainly: nothing was split up and nothing was restructured. Influencer marketing stays at Hibou, where it belongs and where it is done well. The digital human work moved to The Synths. Same people, clearer signs on the doors.

  What I am actually doing now

  Building characters. A face, a voice and a personality that stays recognisably itself everywhere your audience runs into it. Not a chatbot with a portrait attached. Not a mascot. Not an avatar. A character with a name and an opinion that people come back to, built on a method I can show you instead of a demo you have to take on faith.

  Brands have wanted one recurring face for a century. They always had to hire an actor for it. That is the part that changed, and it turns out I had spent twenty years preparing for it without knowing.

  How a side project quietly became the whole company. The Synths

• 16 Sep 2026
  Why digital humans work, and when they fail

  

  Three mechanisms explain the entire category. None of them is magic, and all three are testable.

  A digital human does not convince because it looks real. Realism is a variable, not the point. It convinces through three things behavioural science established decades ago, long before any of this was buildable.

  Knowing the mechanisms has a practical use: they also tell you exactly when it goes wrong.

  One. Parasocial interaction

  You recognise a logo. You get to know a face.

  Parasocial interaction describes the one-sided relationship an audience builds with a character it sees repeatedly. It is why people talk about a television character as if they have met them, and it is why influencer marketing worked in the first place. Familiarity plus a consistent point of view produces something that feels like a relationship, even though it only runs one way.

  Brands spent decades trying to manufacture this with mascots and endorsements. A digital human gets there differently: the same face, the same voice, the same character, in enough places and often enough for recognition to turn into familiarity.

  Which has an implication for anyone building one. A character that changes personality between the website and the campaign never builds anything. Consistency is not a nice extra. It is the whole mechanism.

  Two. Anthropomorphism, with a warning

  We attach faster to things that feel human. That part is well established and not very surprising.

  The warning is that the curve is not a straight line. More realism buys more connection, right up to the point where it collapses. Almost human reads as wrong, and wrong reads as untrustworthy.

  Which gives you the most useful sentence in this field: a cartoon M&M outperforms a digital human stuck in the uncanny valley.

  I say that while selling realism, because it sets the bar for my own work. Either you clear the valley or you stay well away from it. A half convincing face is worse than an obviously stylised one, and the brands that get burned in this category are almost always the ones that stopped at 80 percent.

  Three. The machine heuristic

  The third mechanism runs the other way, and it is the one most people miss.

  We extend a particular kind of trust to machines. Same outcome every time. Never tired, never distracted, never having a bad Tuesday. No agenda of its own, no commission to earn, no reason to steer you.

  That trust is real and it shows up in the numbers. Consumers say they trust a retailer's own AI tools three times more than other AI shopping platforms (Bain & Company, February 2026). In a 2023 HypeAuditor study, virtual influencers scored higher than human ones on trust, expertise and purchase intent.

  It is also brittle. Machine trust is granted on the assumption of consistency and no hidden agenda. Break one of those and it does not erode gradually. It snaps.

  Where the three meet

  Put them together and you have the actual proposition. Parasocial interaction builds familiarity over time. Anthropomorphism sets the quality bar you have to clear. The machine heuristic delivers a kind of credibility a paid human endorser cannot.

  That last one is worth sitting with, because the trust market is moving. The 2026 Edelman Trust Barometer found that 76 percent of more self-reliant consumers trust someone like themselves for information about a brand, while 42 percent actively distrust celebrity endorsements. The same research gives unpaid voices five times the power of paid brand messages.

  Borrowed credibility is getting more expensive and working less well. Owned credibility compounds.

  When it fails

  Fair is fair, so here is the case against.

  It fails when the face lands in the valley. It fails when the character drifts between touchpoints, because then familiarity never accumulates. It fails when the digital human is secretly a support agent with a face, because people work out within three turns that they are being deflected rather than helped. And it fails when a brand treats it as a campaign, because every mechanism above runs on time.

  Three mechanisms. Four ways to fail. No magic anywhere.

  Sources: Bain & Company, February 2026. HypeAuditor, 2023. Edelman Trust Barometer, 2026.

  Three mechanisms explain the whole category. None of them is magic. The Synths

• 9 Apr 2026
  Four questions before the Branded Content Event

  

  I spoke at the Branded Content Event 2026 at Media Plaza in Utrecht, together with Maarten Wesseling. Our session: digital humans as the next step in marketing and communication. The organisers sent over four questions beforehand. Here is what I told them.

  What is the defining challenge for marketers in 2026?

  Everything lands on the acceleration of AI, but the real challenge is what it did to consumer behaviour. People no longer want a search engine. They want an answer machine. Straight to the point.

  That cuts two ways. Website traffic drops, and at the same time you have to hold a proper conversation with the consumer over there, wherever there turns out to be. Which raises an uncomfortable question for anyone who makes branded content: how relevant is a website going to be a year from now?

  What role does AI really play in branded content by now?

  A bigger and wider one every quarter, because the technology keeps improving. It has moved into every part of content creation: ideation, photography, video, social content, even the use of UGC. With the pace of development around AI agents, we are not far from the moment where AI generates content autonomously, at a level worth publishing.

  Where is the real innovation?

  In using AI without producing thirteen in a dozen. Effectiveness through AI, with authenticity and relevance intact. That is harder than it sounds, and it is where most of the work sits.

  

  What do visitors take away from your session?

  Branded content keeps reinventing itself, which is exactly why you have to keep up. Either you apply what is new and benefit from it, or it leaves you standing on the sideline.

  In our session we showed how a new form of communication has taken shape, one where the consumer expects the answer directly from you as a brand. It makes a brand more personal and more relevant, it charges the brand, and it lifts the customer experience. Digital humans, in other words.

  Last year we used this stage to break the news about the Virtual James Parkinson. This time we covered the latest developments, the cases, and what the rise of agent technology is going to mean for digital humans.

  The interview I gave ahead of my talk in Utrecht. Branded Content Event 2026

• 15 Jan 2026
  Influencer marketing is past its puberty

  

  I wrote the influencer marketing chapter in the NIMA Marketingfacts Jaarboek 2026. Here is the short version, for anyone who does not have the book on their desk.

  The field grew up

  Brands no longer invest in reach. They invest in relationships. In makers who add meaning, communities that move with them, and stories that stick. What started around 2010 as loose collaborations with reach as the only scorecard is now a strategic pillar with frameworks, KPIs, owners and impact measurement.

  That is not a small shift. It means influencer marketing is no longer a channel. It is how a brand stays culturally relevant.

  The money followed

  The global market is growing by more than 25 percent a year and is approaching 35 billion dollars. In the Netherlands, nearly every large brand now has a structural budget, usually taken from traditional marketing spend.

  The clearest signal came from Unilever, where the new CEO raised the social budget from 30 to 50 percent of total marketing spend in 2025, with the aim of working with twenty times as many influencers. Every product gets its role models, in every market, on every channel, for every audience. The reason is simple: the return on creator campaigns beats traditional online advertising, especially when the content is folded into a wider paid, owned and earned strategy.

  From visibility to meaningful presence

  The clearest sign of maturity is the move from short activations to long partnerships. Consumers spot sponsored content immediately, and they accept it when the match makes sense. A creator who works with a brand for months or years shifts perception at a depth advertising cannot reach.

  Meanwhile the playing field got wider. B2B is the fastest growing corner, where experts and community builders use LinkedIn, podcasts and knowledge platforms to build authority. UGC creators make recognisable, affordable content that brands then run on their own channels. And employee advocacy keeps gaining ground, because knowledge generates trust, and a B2B buyer wants to get the decision right.

  The newest category

  AI influencers. Digital brand faces that work around the clock, in any language and any context. They do not replace people. They add scale and continuity to storytelling. Where media was once dominated by celebrities who then had to share the stage with influencers, there is now a third group.

  More and more brands are building their own digital ambassador: one virtual spokesperson that communicates in dozens of languages and acts exactly on brand. Their value depends entirely on how real they feel. Give a digital human personality, imperfection and humour and you create connection. Skip that and you create distance. The future is hybrid, with real and digital personalities working inside one brand story, each doing what it is best at.

  What a grown-up strategy rests on

  Three things. Data, for relevance, with baseline measurements and KPIs that actually track brand value. Community, by listening, learning and creating together. And trust, through long and honest collaborations.

  The Danone HiPRO case in the chapter shows what that looks like in practice: always on, never over-polished, optimised in real time, with the most credible makers growing into brand ambassadors. It built preference in the phase where trust is formed, rather than chasing the shortest route to a sale.

  The conclusion

  Reach was the old measure. Meaning is the new one. AI and digital brand faces will change the craft, but not its core. Trust stays the ultimate currency, and it is the yardstick every form of influence gets measured against.

  Published in the NIMA Marketingfacts Jaarboek 2026.

  A recap of my chapter in the yearbook. NIMA Marketingfacts Jaarboek 2026

• 21 Jun 2024
  Game-Changing Strategies from the HubSpot 2024 Social Trends Report

  

  The landscape of social media continues to evolve rapidly, presenting new challenges and opportunities for marketers. Based on the comprehensive insights from the HubSpot 2024 Social Trends Report, here are some crucial findings and actionable strategies for Chief Marketing Officers (CMOs) looking to enhance brand engagement and sales. Here’s my recap…

  Embrace Creative Agility

  Brands that dare to be different are not just being noticed; they're reaping substantial rewards. The trend of taking bold creative swings continues to dominate, showing significant payoffs in audience engagement and brand loyalty. Leveraging unique, timely content that resonates with cultural moments or audience preferences can set a brand apart in a crowded marketplace.

  Leverage AI for Enhanced Content Creation

  AI tools have become indispensable in crafting more effective and personalized content. Marketers utilizing AI are seeing a competitive edge, as these tools allow for the rapid creation of tailored content that meets the nuanced demands of diverse consumer bases. Implementing AI not only streamlines production but also enhances the relevance and appeal of the content.

  Capitalize on Social Commerce

  The shift towards social media shopping has deepened, with platforms like Instagram and TikTok leading the charge in direct-to-consumer sales strategies. Brands that integrate seamless shopping experiences within these platforms are seeing higher conversion rates and increased ROI. Engaging directly with consumers on these platforms offers a direct pathway to boost sales while enhancing user experience.

  Prioritize Authentic Engagement

  Consumers crave authenticity and brands that align with their values. Content that reflects genuine brand values and engages with consumers in a meaningful way is more likely to foster loyalty and encourage advocacy among target audiences. Authentic engagement includes responsiveness in communications, transparency about products and services, and content that genuinely reflects the brand’s core identity.

  Action Steps for Immediate Implementation

  1. Audit Your Creative Strategy: Review your current content and campaigns. Are they bold and resonant enough? If not, consider integrating more culturally relevant and boundary-pushing elements.

  2. Invest in AI Integration: If you haven’t already, start incorporating AI tools into your content creation process. These tools can significantly enhance content personalization and efficiency.

  3. Enhance Your Social Commerce Framework: Make sure your social commerce strategies are as frictionless as possible. This might involve optimizing your existing social media shops or launching new ones on platforms where your audience is most active.

  In conclusion, staying ahead in the fast-paced world of social media marketing requires agility, innovative use of technology, and a genuine connection with your audience. If these insights resonate with you and you're looking for more tailored advice or an inspiring keynote on leveraging digital trends for brand growth, feel free to reach out. Let's explore how these strategies can be specifically applied to elevate your brand's digital presence and market impact.

  What the numbers mean for a CMO who has to act on them. Archive

• 19 Jun 2024
  The Future of Search: AI Chatbots are Redefining the Digital Landscape

  

  In a recent press release, Gartner made a bold prediction: by 2026, search engine volume is expected to drop by 25% due to the rise of AI chatbots and virtual agents. This is a significant shift in the digital landscape, and it’s something that every brand needs to pay attention to.
  

  Why This Matters

  Traditionally, search engines have been the cornerstone of the internet, guiding users to information, products, and services. However, the rapid advancements in AI technology are transforming how we seek information. AI chatbots and virtual agents are becoming more sophisticated, offering personalized, conversational experiences that traditional search engines simply can’t match.

  AI chatbots, like those integrated into customer service platforms or virtual assistants such as Siri and Alexa, are increasingly handling queries that would have once gone through a search engine. These AI-driven interactions are faster, more intuitive, and often more accurate, leading to a more satisfying user experience.

  Gartner’s prediction highlights a trend that has been building for some time. As AI technology continues to evolve, its ability to understand and respond to human queries improves, making it a preferred choice for many users. This shift is not just about convenience but also about the quality of interaction. AI chatbots can provide immediate, contextually relevant answers, reducing the time and effort needed to find information.
  

  Why Brands Should Pay Attention

  For brands, this shift presents both a challenge and an opportunity. The decline in search engine volume means that traditional SEO strategies will need to be re-evaluated. However, it also opens up new avenues for engagement and customer interaction.

  1. Embrace AI-Driven Customer Service: By integrating AI chatbots into your customer service operations, you can provide instant, personalized responses to customer inquiries. This not only enhances the customer experience but also frees up human resources for more complex tasks.

  2. Optimize for Voice Search: As virtual assistants become more prevalent, optimizing your content for voice search is crucial. This means focusing on natural language queries and conversational keywords.

  3. Leverage AI for Marketing: AI can analyze vast amounts of data to provide insights into customer behavior, preferences, and trends. Use this information to create targeted marketing campaigns that resonate with your audience.

  4. Invest in Virtual Agents: Virtual agents can handle a variety of tasks, from lead generation to customer support. By investing in this technology, you can streamline operations and improve efficiency.

  
  Actionable Steps for Brands

  To stay ahead of the curve, brands need to be proactive in adapting to these changes. Here are some actionable steps you can take:

  • Evaluate Your Current SEO Strategy: Assess how the decline in search engine volume could impact your current strategy and make adjustments accordingly.

  • Implement AI Chatbots: Integrate AI chatbots into your website and social media platforms to enhance customer interaction and satisfaction.

  • Focus on Content Creation & Community: Create content that is optimized for voice search and can be easily accessed through AI-driven platforms. And make sure people will find you regardless.

  • Stay Informed: Keep up with the latest developments in AI technology and digital marketing trends to ensure your brand remains competitive. Naturally this blog is a good place to start with ;-)

  This transformation in the digital landscape is a call to action for brands to innovate and embrace new technologies. As AI continues to reshape how we access information, those who adapt will not only survive but thrive in this new era.

  If you’re interested in exploring how AI can transform your brand strategy, reach out for an inspiring keynote on AI influencers and digital humans.

  Gartner expected search volume to drop by a quarter. Written before it happened. Archive

• 15 Apr 2024
  AI Digital Twins on the Rise and why you will have one too…

  

  In an era marked by rapid technological evolution, futurist Amy Webb at SXSW thinks everybody will have a digital twin soon. This heralds a transformative phase not just in technology, but in how we perceive and interact with digital entities. Drawing from my 14 years at the helm of an influencer marketing agency, I see an unmistakable parallel between the rise of digital influencers and the emergence of digital AI twins.

  Why Digital Twins Matter to Your Brand

  AI digital twins represent more than just technological novelties; they embody the next step in digital representation, mirroring the evolution of influencer marketing. These virtual replicas, capable of learning and interacting, can potentially serve as brand ambassadors on social media, engage customers, and personalize the user experience at an unprecedented scale. This isn't just about analytics and predictions; it's about creating a relatable, interactive digital presence that resonates with consumers. And giving a face to your brand or organization isn’t exactly new, since mascottes have been around for decades. They just weren’t able to interact with an audience on their own, or weren’t interactive at all.

  A New Frontier for Brands

  For brands, this development signals a shift towards more immersive, continuous engagement strategies. AI digital twins could take the form of hyper-realistic brand representatives, providing a face and a voice to digital platforms and IoT devices, and offering a new layer of interaction that is both human-like and deeply integrated with data-driven insights.

  Your Next Steps

  Brands should start exploring how to integrate AI digital twins within their marketing strategies. This could involve creating digital brand ambassadors or more personalized user experiences based on the predictive analytics of digital twins. The key is to blend technological capability with creative marketing to forge deeper, more meaningful connections with consumers.

  For those interested in how AI and digital humans are transforming marketing, feel free to reach out. I’m always excited to discuss how these innovations can create new opportunities for engagement and brand growth.

  Amy Webb at SXSW, and the parallel with fourteen years of influencer marketing. Archive

• 5 Apr 2024
  Granfluencers: Overlooked by Brands, but Changing the Age of Influence

  

  On the socials, a new trend is defying age barriers and redefining influencer marketing: Granfluencers. Senior influencers who are leveraging their years of wisdom, unique style, and authenticity to connect with audiences young and old. But what makes them so special, and why should brands take note?

  The Power of Experience

  Granfluencers bring something to the table that their younger counterparts often can't - a lifetime of experiences. Their content ranges from fashion and lifestyle to wisdom and life hacks, all delivered with a genuine touch that resonates with a broad audience spectrum. Their growing presence on platforms like Instagram and TikTok challenges the conventional age norms of social media influencers, showcasing that age is but a number when it comes to engaging content.

  Here are a few notable examples:

  1. Baddie Winkle (@baddiewinkle)

     • Platform: Instagram

     • Followers: Over 3.1 million

     • Content: Helen Ruth Elam, known as Baddie Winkle, has become an internet sensation with her vibrant, often eccentric fashion sense, and her mantra of living life to the fullest. She promotes positivity, self-expression, and breaks age stereotypes.

  2. Iris Apfel (@iris.apfel)

     • Platform: Instagram

     • Followers: Over 3 million

     • Content: At 100 years old, Iris Apfel is a fashion icon known for her bold, eclectic style and oversized glasses. She shares moments from her life, fashion tips, and promotes brands that align with her distinctive style.

  3. Lyn Slater (@iconaccidental)

     • Platform: Instagram

     • Followers: Over 776k

     • Content: Lyn Slater, known as the Accidental Icon, started her blog and Instagram account to offer a space for non-traditional fashion enthusiasts. She discusses fashion, lifestyle, and challenges age-related norms in the fashion industry.

  4. Lance Walsh (@dinneranddance)

     • Platform: Instagram

     • Followers: Over 60k

     • Content: Known for his street style photography, Lance Walsh became a face in front of the camera, showcasing his unique fashion sense and proving style has no age limit.

  Why Brands Should Lean In

  1. Authentic Connection: Granfluencers have mastered the art of authentic storytelling, creating a loyal following that trusts their recommendations.

  2. Untapped Demographics: By partnering with senior influencers, brands can tap into the significant purchasing power of older generations that traditional marketing channels often overlook. Brands sometimes forget this older generation when it comes to marketing efforts and spend. But, baby boomers control around 70% of all disposable income in the United States and spend nearing 15 hours online every week, believing that social media is improving their lives.

  3. Diversity and Inclusion: Including Granfluencers in marketing strategies highlights a brand's commitment to diversity, resonating well with consumers seeking inclusivity.

  Actionable Takeaways for Brands

  • Expand Your Influencer Mix: Consider partnerships with Granfluencers to diversify your influencer portfolio and reach.

  • Leverage Their Authenticity: Utilize the genuine connection Granfluencers have with their audience to enhance your brand's trustworthiness.

  • Innovate with Inclusivity: Show your brand's commitment to diversity by embracing influencers from a wide age range.

  Granfluencers are not just a fleeting trend but a testament to the evolving landscape of influencer marketing. For brands looking to stay ahead, embracing this shift can unlock new opportunities for growth and connection. If you're intrigued by the potential of Granfluencers or seeking fresh insights into influencer marketing strategies, let's connect. And explore innovative approaches to captivate and engage your audience like never before.

  Senior creators outperform quietly, and almost nobody books them. Archive

• 4 Apr 2024
  New Report ‘Trust in Influencer Marketing 2024’ finds impact on consumer behavior still growing

  

  Based on the comprehensive insights from the IZEA report “Trust in Influencer Marketing 2024" report, it's evident that influencer marketing continues to evolve and significantly impact consumer behavior and preferences. Here’s a distilled summary for marketers looking to leverage these insights for brand growth and sales generation.

  Demographics & Platform Usage
  The survey of over 1,200 U.S.-based consumers reveals a balanced demographic split, with 52% female and 48% male participants. Notably, a majority (more than 50%) of all age groups regularly use Facebook, YouTube, and Instagram, underlining the pervasive influence of these platforms. TikTok, however, shows a remarkable growth in usage across all age demographics, especially among those aged 18-29, where it rivals traditional sources like family and friends for product research before making significant purchases.

  Influencer Engagement & Impact
  Influencer content reaches at least 83% of respondents aged 18-60, with 50.7% of all respondents having made a purchase influenced by an influencer. This underscores the effectiveness of influencer marketing in driving consumer purchase behavior. Interestingly, 61% of respondents trust posts from influencers over A-list celebrities, highlighting the perceived authenticity and relatability of influencer content.

  Consumer Preferences & Behavior
  The report highlights a growing consumer preference for influencer content over traditional scripted advertising, with over 50% finding influencer content more compelling. This trend is even more pronounced among those aged 45-60. When it comes to trying new products, influencer posts significantly impact females more than males and are the top choice for respondents under 45.

  Platform Effectiveness & Shopping Trends
  A notable shift is observed in platform preference for product promotion through influencers, with YouTube, Facebook, Instagram, and TikTok being the most favored. Gender and age variations show women and younger demographics leaning towards Instagram and TikTok, emphasizing the importance of platform selection in targeting strategies. Additionally, the integration of shopping features on social platforms like TikTok and Instagram has seen a positive reception, with 65% of respondents either having made purchases through these features or being open to it.

  Conclusion & Recommendations for Brands
  The 2024 Trust in Influencer Marketing report underscores the evolving landscape of consumer engagement, platform preference, and the effectiveness of influencer marketing. For CMOs aiming to capitalize on these insights, the following strategic actions are recommended:

  1. Diversify Influencer Collaborations: Focus on building authentic relationships with influencers across varied platforms, prioritizing those where your target demographic is most active.

  2. Leverage Authenticity: Encourage genuine content creation over scripted advertisements to foster trust and relatability, particularly among older demographics.

  3. Integrate Shopping Features: Enhance product discovery and purchase ease by utilizing social media platforms’ shopping features, catering to the convenience sought by consumers.

  The findings from the IZEA Insights report present a clear directive for brands: influencer marketing is not just about reach but about building trust and authenticity with your audience. By strategically leveraging these insights, brands can navigate the influencer marketing landscape more effectively to drive growth and sales in an increasingly digital world.

  Want to take action? Let's shake up the marketing game with some fresh insights from the 2024 influencer trend report along with my experience in running successful influencer marketing programs. I’m always open for a chat about boosting your brand in new ways.

  IZEA's numbers on how far influence still moves behaviour. Archive

• 29 Mar 2024
  The Future of Shopping: How AI-Based Virtual Influencers Are Transforming Malls

  

  In an era where the digital and physical realms intertwine more seamlessly than ever, the latest buzz comes from an unexpected quarter: shopping malls. Once seen as bastions of traditional retail, these spaces are undergoing a digital renaissance, thanks to the emergence of AI-based virtual influencers. This isn't just a fleeting trend; it's a glimpse into the future of consumer engagement.

  What's Stirring the Buzz?

  Imagine walking into a mall and being greeted not just by the usual storefronts but by engaging, digital personalities who guide your shopping experience. These aren't your typical influencers; they're AI-powered virtual beings, designed with the precision of cutting-edge technology and the charm of social media's most engaging figures. This innovative blend of AI and marketing genius is transforming malls from mere shopping locations into immersive, interactive digital landscapes.

  This strategy is groundbreaking for several reasons. First, it leverages cutting-edge AI technology to create deeply engaging, personalized shopping experiences. These virtual influencers can interact with shoppers in real-time, offering tailored recommendations, sharing exclusive deals, and even entertaining with stories and interactive content. The result? A shopping experience that feels both futuristic and intimately personal.

  Why Brands Should Lean In

  For brands, this evolution presents an unparalleled opportunity. Virtual influencers operate at the intersection of technology and human-like interaction, offering a novel channel to captivate and engage consumers. Their appeal lies not just in their novelty, but in their ability to transcend physical and digital barriers, reaching consumers across multiple touchpoints with a consistency and personalization that traditional influencers or physical endorsements can't match.

  Moreover, these digital personas can be seamlessly integrated into social media, extending the mall experience into the digital realm where consumers spend a significant chunk of their time. This opens up new avenues for content creation, brand storytelling, and community engagement, with the mall experience providing a rich backdrop for narratives that resonate with the modern shopper.

  Actionable Insights for Brands

  Embracing this trend, brands have a unique chance to redefine their retail experience. Here are a few actionable steps:

  1. Collaborate with Virtual Influencers: Partner with AI-based virtual influencers to create unique campaigns that blend the physical and digital shopping experiences.

  2. Leverage for Storytelling: Use these digital personas to tell your brand’s story in an engaging, interactive way that resonates with the tech-savvy consumer.

  3. Innovate in Engagement: Experiment with interactive content and personalized shopping experiences that leverage the unique capabilities of virtual influencers.

  In conclusion, the integration of AI-based virtual influencers in malls is not just a testament to technological advancement but a beacon for the future of retail marketing. It's an exciting time for brands to innovate, engage, and connect with their audience in ways previously unimaginable.

  Interested in exploring how your brand can leverage this digital revolution for growth and community engagement? Or perhaps a keynote on the cutting-edge intersections of influencer marketing and AI technology might spark inspiration for your next campaign? Let's connect and explore the possibilities together.

  Retail space as a stage for virtual characters. Archive

• 2 Feb 2024
  Meet the Spanish AI model that earns up to €10k per month

  

  Origin story

  In the midst of a difficult period, a beacon of innovation emerged through the creative minds at The Clueless agency, led by Rubén Cruz. It was a period marked by client scarcity and project cancellations, often due to the unpredictable nature of human influencers and models. Nevertheless Cruz and his team came up with a solution that not only addressed their immediate challenges but was on-point with the rapidly changing landscape of influencer marketing: the creation of virtual influencer Aitana.

  Aitana is not just any virtual entity; she is a meticulously crafted persona, embodying the vibrant spirit of Barcelona with her striking pink hair and near-perfect physical attributes. Unlike traditional influencers bound by human limitations and whims, Aitana offers brands an unparalleled level of reliability and control. Her inception was driven by a desire to circumvent the unpredictability of human models, ensuring that The Clueless agency could deliver consistent, high-quality content to their clients without compromise.
  

  Business model

  The financial dynamics surrounding Aitana are as equally interesting, with her potential earnings reaching up to €10,000 a month. This virtual model has quickly captivated the digital world, becoming the face of major brands like Big, a sports supplement company, and even venturing into platforms similar to OnlyFans, showcasing her versatility and appeal across various mediums. With over 121,000 followers on Instagram, Aitana's influence is undeniable, attracting attention from celebrities and brands alike.

  The genesis of Aitana was a narrative endeavor, breathing life into a digital entity through imagination of the agency's team. Weekly meetings are convened to sculpt Aitana's digital life, deciding her weekly activities, the places she'll visit, and the photos that will grace her followers' feeds. This virtual life, devoid of actual photo shoots or wardrobe changes, is brought to fruition through a blend of AI and graphic design mastery, enabling Aitana to "visit" locales like Madrid in stunning visual posts.

  Aitana's success story is a testament to the evolving landscape of influencer marketing, where virtual ambassadors like her offer brands a new paradigm of engagement. Her creation reflects a strategic shift towards leveraging AI to craft relatable, engaging personalities that resonate with audiences at a fraction of the cost and complexity associated with human influencers. As brands continue to navigate the digital age, the allure of virtual influencers like Aitana lies not only in their aesthetic appeal but in their ability to embody brand values consistently and captivatingly.

  [caption id="" align="alignnone" width="948"] Aitana on Instagram [/caption]

  So what does this mean for brands?

  Imagine you're a brand looking to stand out in today's crowded market. You've seen traditional influencers in action, but you're craving something fresh, something that can truly capture your audience's imagination. Enter the world of virtual brand ambassadors – digital creations that offer endless possibilities for storytelling, engagement, and brand alignment.

  Take Aitana, for example, a digital influencer with pink hair and a personality to match. Brands can collaborate with Aitana to create unique content that resonates with audiences looking for something beyond the ordinary. Imagine launching a new line of fitness wear; Aitana could be digitally photographed wearing your gear while "visiting" exotic locations or performing feats of athleticism, all without the logistical nightmares of traditional photoshoots.

  Moreover, Aitana's backstory, interests, and digital life can be tailored to embody your brand's values and aesthetic, creating a deep, authentic connection with your audience. For example, if your brand is all about sustainability, Aitana could share her "experiences" volunteering with environmental causes, attending eco-friendly fashion shows, or giving tips on living a greener lifestyle.

  The best part? Virtual ambassadors like Aitana sidestep the unpredictability of human influencers. There are no missed deadlines due to personal issues, no sudden changes in image that might conflict with your brand, and no ego clashes. Plus, the cost-effectiveness of working with a virtual ambassador means you can allocate resources to other areas of your marketing strategy.

  However, diving into the world of virtual influencers isn't without its challenges. Crafting a believable, relatable virtual persona requires creativity, technological know-how, and a keen understanding of your target audience. But when done right, a virtual brand ambassador can become a powerful tool in your marketing arsenal, offering a unique blend of innovation, control, and engagement.

  In conclusion, while Aitana and her fellow digital influencers represent a new frontier in influencer marketing, their potential for brands is as real as it gets. Whether you're launching a product, looking to boost brand awareness, or simply wanting to inject some fresh energy into your marketing campaigns, virtual ambassadors offer a world of possibilities just waiting to be explored.

  Aitana, and what she says about reliability as a selling point. Archive

• 30 Jan 2024
  Podcast: Virtual Influencers & Beyond (Dutch)

  

  Virtual brand ambassadors veranderen de manier waarop merken communiceren. Waar liggen de kansen? En wat zijn inspirerende voorbeelden?

  In de nieuwe aflevering van de What’s Next in Influencer Marketing podcast schuiven Nathalie Brähler en Maarten Reijgersberg aan. Als experts van het eerste uur praten zij met mij over verschillende innovatieve projecten waaraan zij werken, en hebben we het natuurlijk ook over Esther Olofsson.

  Esther is de eerste Nederlandse virtuele influencer en heeft de afgelopen periode een flinke ontwikkeling meegemaakt. Visueel én inhoudelijk. Zo deelt Maarten hoe zij zonder tussenkomst van mensen vodcasts op social media posts.

  Is het de renaissance van de mascotte? Is het de toekomst van marketing? Of gaat deze ontwikkeling veel verder? Laten we straks allemaal een digitale versie van onszelf na als we er niet meer zijn?

  Als deze vragen je triggeren, zeker even luisteren naar deze aflevering. Te vinden in de podcast What’s Next in Influencer Marketing.

  Where the opportunities are for virtual brand ambassadors. Archive, in Dutch

• 15 Nov 2023
  Why your brand needs a virtual ambassador

  

  I have virtualized myself. Copied into the Matrix. My A.I. twin brings news and insights about influencer marketing via LinkedIn. Soon, we will take it a step further, and 'virtual John' will become your personal influencer marketing consultant. It's a fascinating experiment from which we hope to learn a lot.

  Virtual versions of individuals and brands are the next big wave in social media. Social media has matured, and influencer marketing is embraced by brands. Virtual influencers have become a phenomenon in the past five years. Any marketer worth their salt knows characters like Lil' Miquela, Imma Gram, or even Nobody Sausage - all virtual influencers with millions of followers, and there are hundreds more who inspire their audience on social media, are approached by major brands, launch singing careers, work as fashion models, and much more.

  A bit robotic
  At this moment, AI technology has become so accessible and affordable that anyone can develop a virtual personality. Perhaps you heard about the controversy earlier this year regarding the Esther Perel Therapy Bot? After a breakup, a programmer found solace in the wise words of relationship therapist Esther Perel on Spotify. She seemed like the perfect person to help him, but unfortunately, she was unreachable. So, the programmer decided to create an AI version, fueled by her books and podcasts. This way, he could ask her anything he wanted, whenever he wanted. He shared the bot online. Esther herself had (naturally) 'mixed feelings' about it.

  Then, in May 2023, there was Caryn Marjorie, a Snapchat influencer whose AI clone could be your virtual friend for $1 per minute. My interest was piqued, especially when I heard she had 20,000 'friends' who already generated $70,000 for her in the first week. And it didn't stop there, as Caryn's revenue quickly reached $5 million per month. It may be that 'accidentally' veering into sexually suggestive conversations played a role in this...

  Opportunities galore
  I am confident that digital versions of influencers, as well as CEOs, thought leaders, and actors, will soon become the norm. Besides individuals, this presents a significant opportunity for brands. Just like influencers, they can become more personal and, with a little help from AI, even engage in one-on-one communication with their target audience. Some pioneers already have a good handle on this. Take, for example, the virtual - and rejuvenated - version of the KFC Colonel, who engages with the audience on their Instagram account. Or Daisy from the e-commerce platform Yoox, who meets fashion influencers and inspires her audience with trendy looks. And then there's Dong Dong, Alibaba's virtual ambassador, who opened the Beijing Winter Olympics and helps sell merchandise.

  So, it's time for brands to think twice and assess their opportunities. These opportunities are not only for marketers but also for e-commerce and customer service specialists. Fear of AI taking jobs? No need. I believe people will jump for joy once they realize the true potential of AI. Let's see which brand in our country takes the virtual lead first.

  This article originally appeared in MarketingTribune 16-17 and was written by John Meulemans, founder of the award-winning influencer marketing agency 3sixtyfive, which continued as Endeavour from 2022. He currently serves as Strategy Director and works with brands such as Danone, Tikkie, BMW, Knab, Toyota, KPMG, and Unicef. John, a highly sought-after speaker, interprets the latest trends, teaches Influencer Marketing at Beeckestijn Business School, and hosts the podcast: What's Next in Influencer Marketing?

  Originally published in Dutch, in MarketingTribune Magazine.

  I copied myself into the Matrix to find out what breaks. Archive

• 25 Apr 2023
  A.I. Will Change Influencer Marketing Forever

  

  No form of marketing evolves as rapidly as influencer marketing. The ever changing social media landscape and the growing popularity of creators alone require specialists to always be on their toes and open to constant change. I love it.

  Enter A.I. In just a few months, we went from zero to a hundred. ChatGPT is the fastest-growing technology EVER. While it took Facebook 10 months to reach its first 1 million users, and Instagram took 2.5 months, ChatGPT achieved this within just 5 days.

  Long story short: A.I. is radically changing influencer marketing, and for the better. In summary, it's changing it in two different ways: efficiency and innovation.

  Efficiency in labor and costs
  Influencer marketing involves human effort and is therefore not as scalable as buying Google Adwords or Display Ads, which can be easily automated. It's the human factor that makes influencer marketing so effective and builds trust. Now, AI is stepping in to automate many behind-the-scenes tasks. Here are some processes it can assist with:

  • Matching based on brand fit for influencers: AI can rapidly scan influencers for the type of content, brand collaborations, and their success.

  • Matching based on brand fit for the audience: Does the fanbase match the target audience in terms of gender, age, and region? How engaged are they with various content and brand collaborations?

  • Fraud detection: Crucial to avoid collaborating with influencers who have bought their following or have a high percentage of bot followers.

  • Negotiation: AI can help determine a fair price based on the criteria mentioned above and others like authority, authenticity, and impact.

  • Planning: Strategically planning and scheduling different types of content, influencers, their flights, and integrating them with other media in the campaign.

  • Quality control: Ensuring content adheres to timing, hashtags, functional links, and correct spelling.

  • Payment: Automating payments based on agreements and their fulfillment.

  • Reporting: Providing insight into what works best for each influencer and content piece. This information can be used for real-time optimization. AI can also identify which influencers were intrinsically motivated, contributing to overall quality and impact improvement.

  Currently, there are several tools that offer some of the above features individually, but a comprehensive end-to-end solution is lacking. Moreover, the intelligence aspect is still missing. While analyses can be performed, interpretation is still left to humans.

  Keeping up with innovation in the market
  The integration of AI not only makes work easier and more effective for all parties involved but also drives significant innovation. One of the major innovations in influencer marketing - one we've been enthusiastic about and experimenting with for years - is virtual influencers.

  Virtual influencers? These are computer-generated avatars that have greatly improved with the advent of generative AI like Dall-E and Midjourney. They have transitioned from poorly rendered static Photoshop images, known as the 'uncanny valley,' to hyper-realistic moving virtual influencers. You may have already come across one of the more famous ones, like Lil Miquela (2.8 million followers on Instagram).

  They are extremely popular, and due to the increasing accessibility and affordability of the technology, we are seeing more of them. Over the past few years, we've witnessed brands like Samsung, KFC, and Renault experimenting with their own virtual ambassadors who engage with the target audience, live on social media, and participate in campaigns.

  Considering both the current popularity and the numerous brand ambassadors such as Ronald McDonald or the Michelin Man, we encounter a fascinating opportunity for brands to get more out of their social media, engage with their target audience in unprecedented ways, and become less dependent on 'external' influencers.

  But brands aren't the only ones capitalizing on this trend. We are seeing more influencers develop virtual versions of themselves that look and sound like them. And with the emergence of tools like ChatGPT, we can soon have these virtual influencers speak without human intervention.

  So yes, with AI, we can create virtual personalities that look and sound like real people. By connecting them with AI, we can eventually bring them to life so that they can interact with the target audience on their own. We are all familiar with the limited chatbots that answer customer inquiries. In the not-so-distant future, these will become much smarter. This opens up possibilities for customer service and marketing. By addressing the needs of the target audience and learning from conversations, sentiment, and engagement, these virtual ambassadors will know what kind of content to create. They can also provide better and more appropriate responses by interpreting your words, tone, facial expressions, or other data such as your heart rate. Brands will thus get closer to their audiences on a large scale.

  Enormous impact, but can brands keep up?
  In short, AI has a profound impact on influencer marketing. It becomes more effective by automating 'mechanical' tasks. In addition to cost reduction, this also increases the impact in campaigns and programs. Thanks to automation, influencer specialists can allocate more time to strategy, creativity, and attention to the influencers themselves. These are areas where humans still face little competition from AI.

  At the same time, it creates tremendous opportunities for innovation, ways to engage your target audience more with your brand, and the ability to communicate on a one-on-one basis on a massive scale.

  If we've learned anything in the past 10 years, it's that influencers are now an integral part of a world where people are tired of flat advertisements, where storytelling is central, and where human connections matter. Some brands have yet to fully grasp this. The fact that influencers and the way they are utilized evolve over time is a reality. The question is which brands have what it takes to adapt at this pace.

  This article was published on MarketingTribune.

  Written early, and it has aged better than I expected. Archive