Influencers Facing Redundancy

Published date15 September 2022
Subject MatterMedia, Telecoms, IT, Entertainment, Social Media
Law FirmFTI Consulting
AuthorMr Andrew Gerrard

It's not just the accountants who will be supposedly replaced by Robots in 2030. Influencers from across major platforms such as TikTok, Instagram and YouTube are now under threat from both AI and man's best friend.

Brands across the world are beginning to explore working with virtual influencers at the expense of their human counterparts. Virtual influencers are computer generated "people" who have realistic characteristics, features and personalities.

Behind each of these influencers is a team of creators that determine the way they look, dress and act. Lil Miquela, a half Brazilian, half Spanish influencer, has a following of over 3.5 million people on her TikTok account where she shares updates regarding her latest fashion looks and music releases. She has collaborated with Samsung, Calvin Klein and was listed as one of the most influential people on the internet.

Virtual influencers offer brands more control over their collaborations and greater brand security. They are less likely to stumble out of a nightclub under the influence of questionable substances or air their dirty political laundry in public. The likes of Renault, Dior, Coach and Balenciaga are in...

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