Influencer X.0: The Age of Digital Twins
Exploring AI avatars and their impact on influencer culture.
Chen Yiru, the Taiwanese influencer boasting a staggering nine million Weibo fans, recently left jaws dropping as he embarked on a seemingly Herculean task—a gruelling 15-hour live stream devouring chicken feet.
Spoiler alert! He couldn’t do it.
Nope, not in a million years.
The truth is, he didn’t even try. That marathon stream wasn’t really him, but rather his digital twin—a cutting edge blend of artificial intelligence and computer graphics that mimicked him to a tee.
This digital doppelgänger could pull off the impossible, mirroring his voice, appearance, and mannerisms. 👬
All of these influencers are AI generated 👆 (Via MIT Technology Review)
Amidst the soaring popularity of live-streaming in China, new AI startups are seizing the trend, crafting and marketing digital avatars to influencers and media enterprises.
Silicon Intelligence, nestled in Nanjing, can craft a basic AI clone from just a minute of footage for as little as 8,000 yuan—that is circa 1000 euros/dollars.
It’s the stuff of futuristic marvels, reshaping the influencer landscape in ways we never thought possible (check The Guardian).
Digital clones: Revolutionising influence
But why the hype? Because this digital clone extravaganza is turning the influencer world upside down through:
Supercharged Impact: The real Chen might need a break, but his digital twin? Not a chance! These avatars amp up the influencer game, engaging fans around the clock.
Ethical & Legal Headaches: As avatars take centre stage in live streaming and e-commerce, questions surrounding integrity, legality, and accountability emerge. Are we treading on shaky ground with these virtual shenanigans?
The Transparency Tango: Audiences might unknowingly engage with a clone, oblivious to the fact that they’re not interacting with the real deal. But when reality hits, does the charm wear off?
Jobs on the Line: Clones that never sleep? It sounds thrilling until you think about potential job losses. Is this the dawn of a new era where humans take a backseat to their digital doppelgängers?
Influencers as curators. Influencers as retailers.
Let’s take a step back. Why would we be interested in “scaling” an influencer persona, to the point of cloning?
In a world bursting with purchasing incentives, our attention flits from one shiny thing to another, making it a challenge for retailers and brands to cut through the noise.
The secret weapon? Drop the old-school ad model—build an audience, monetise it later—and instead buy into an existing, loyal one.
Here’s where influencers come in.
It's almost like setting up shop in every corner of the digital universe!
Remember the good ol' days of advertising with testimonials? From those star-studded endorsements to respected personas, they paved the way.
But wait, influencers of today are evolving.
They're not just the megaphones for trends anymore; they're becoming curators in their own right.
In a realm dominated by click-and-buy simplicity, they are offering something different—a heartfelt connection. 🫶
If Amazon is the go-to for speed and convenience, influencers step in as the emotional alternative option, hand-picking content to resonate with their audience—just like a savvy retailer picking top-notch products.
So here we are.
Just like how retailers open new stores across the country to scale their curated catalogues, influencers are hustling to expand their presence.
And being human beings, this means cloning themselves.
Emotional bonds in a digital realm
Now, an issue emerges: what does it mean to connect with a digital clone?
It's a bit like getting cosy with your smartphone—strange, right?
But these AI-driven avatars are shaking up our idea of influencers and, honestly, making us scratch our heads.
Imagine this: you're vibing with a digital influencer, feeling like you're chatting with a buddy. But pause for a second—does that feeling of connection come from a real place, or is it just some clever coding at play? Are you genuinely feeling that warmth, or are you being nudged by some clever algorithm? 🤖
Authenticity, the holy grail of influencer culture, seems a bit hazy. Are these avatars offering authentic advice or programmed to peddle products?
What’s next?
It’s clear. This revolution is a whirlwind that doesn't just stir the tech pot—it spills over into our economy, legal framework, ethical principles, and culture.
We’re tiptoeing through uncharted terrain here!
Digital influencers open doors for businesses to expand, cultivating a force of retailers who champion and promote their products to dedicated followers.
However, they come with their fair share of questions and challenges.
How do we navigate these new scenarios? Can we strike a balance between technological leaps and ethical bounds? ⚖️
It's a wild ride into tomorrow, blending tech and ethics for meaningful connections and thriving businesses. Amid uncertainties, there's a bright horizon ahead—a chance to revolutionise how brands connect with their crowd!
Stay curious! 🙌🏽
-gs
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