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?
Find the original online article (Dutch) here.
Read the article (Dutch) as published in MarketingTribune Magazine here.
