The emergence of AI-generated influencers, exemplified by Mia Zelu at Wimbledon, is transforming brand interaction. These virtual entities can be categorized into two types: third-party virtual influencers who function like traditional influencers, and branded virtual influencers that exist within a specific brand ecosystem. The latter requires a more strategic partnership, offering brands significant control and unique engagement opportunities. This shift towards synthetic influence raises essential considerations for brands on effectiveness and audience connection.
Virtual influencers like Mia Zelu serve as entertainment entities with audience access for brands, operating similarly to traditional human influencers in partnership models.
Branded virtual influencers, unlike third-party ones, inhabit a brand ecosystem, requiring deeper commitment and strategic planning for effective engagement.
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