Title: The Ethical Considerations and Importance of Inclusivity in the Growing Influence of Virtual Influencers
Introduction:
The rise of virtual influencers has been fueled by factors such as the crisis of influence, the blurring of reality and virtuality, and the advancement of the digital environment. While the potential of virtual influencers has been embraced by pioneering brands, it is crucial to address the risks associated with the emergence of hyperrealistic virtual characters, known as meta-humans.
The Rise of Meta-Humans:
Meta-humans, virtual characters that closely resemble humans, are created using advanced animation technologies that replicate facial and body expressions. Two prominent examples are Ayayi and Imma. Ayayi, the first Chinese meta-human, operates in the modeling and fashion industry, offering an innovative marketing solution for advertisers on platforms like Tmall. However, Ayayi’s Westernized appearance fails to connect with the average Chinese consumer. Similarly, Imma, a Japanese virtual influencer, captivates audiences with her realistic portrayal of daily life on social media, collaborating with renowned brands worldwide.
Challenging Inclusivity and Ethical Concerns:
Brands that employ virtual influencers with hyperrealistic appearances and idealized lifestyles raise several ethical questions. Is this not what we criticized human influencers for? Have we not prioritized inclusivity in our brand messaging? With the advancement of technology, it is essential to learn from past mistakes and ensure ethical practices.
The Importance of Ethical Considerations and Inclusivity:
Numerous studies highlight the risks that screens and social media pose to the mental and physical health of younger generations. These risks include attention disorders, self-image degradation, and depression. Brands looking to partner with virtual influencers or create their own virtual ambassadors must be conscious of their responsibility in the future digital world. Collaboration with virtual influencers presents unique opportunities to connect with consumers and create exceptional experiences. However, the fundamental aspect of digital identity exploration should not be overlooked in favor of superficial trends.
Embracing Responsibility and Positive Impact:
Amidst the challenges posed by hyperrealism and meta-humans, brands must reflect on ethical considerations and the consequences of their choices. Striking a balance between innovation and caution is crucial, ensuring that inclusivity remains at the core of their actions. The future digital world offers immense potential, but it demands increased responsibility from all actors involved. By navigating wisely, brands can leverage the power of virtual influencers while upholding ethical and inclusive practices. Only then can they truly make a positive impact in the evolving digital landscape.
Useful Links:
1. The Future of Social Media Advertising: Virtual Influencers
2. PSFK Explains: Virtual Influencers and Hyperrealism
