As we look towards 2025, one of the most transformative trends set to impact influencer marketing is the emergence Digital Twins also know as AI-powered avatars. These virtual representations of influencers have the potential to create and distribute content continuously, offering new opportunities and posing unique challenges for brands and creators alike. Below, we delve into what Digital Twins are, how they could work in influencer marketing, and what marketers and creators should keep in mind as this trend develops.
What Are Digital Twins?
Digital Twins or AI-powered avatars are virtual entities designed to emulate human influencers. They can produce content, engage with followers, and represent brands in a manner that mirrors human interaction. These avatars are created using sophisticated algorithms that analyse vast datasets to generate realistic visuals and behaviours. Brands and Creators can use platforms like BigVu, Hey Gen or even Synthesia to enable the creation of digital twins that deliver content in a natural, human-like manner.
How They Work
AI avatars function by leveraging machine learning and natural language processing to understand and respond to user inputs. They can be programmed to produce various types of content, from social media posts to video presentations, and can adapt their style and tone to align with specific brand guidelines. This adaptability allows for a tailored approach to audience engagement, ensuring that the content resonates with the target demographic.
Weighing the Pro’s and Con’s of Digital Twins for Marketers
In exploring the use of digital twins, we’ve identified both the advantages and challenges they present for marketers. These AI-powered avatars offer new ways to engage audiences but come with unique considerations for effective implementation.
Pro’s:
- Cost-Effectiveness and Scalability: AI avatars can generate content continuously, reducing production costs and increasing output. They can operate across multiple time zones, ensuring global reach without the need for a human presence.
- Consistency and Control: Brands can maintain consistent messaging and branding across various platforms, as AI avatars can be programmed to adhere strictly to brand guidelines.
- Innovation and Engagement: Utilising AI avatars can position a brand as forward-thinking and innovative, potentially attracting tech-savvy consumers.
Con’s:
- Authenticity Concerns: Audiences may perceive AI-generated content as less genuine, potentially diminishing trust and engagement.
- Uncanny Valley Effect: Highly realistic AI avatars can evoke feelings of unease or discomfort among viewers. This effect occurs when avatars are almost, but not entirely, human-like, creating a sense of eeriness.
- Brand Safety Risks: As AI technology is still evolving, there are unknown risks associated with its use. Brands need to test and learn with their audiences, ensuring that AI avatars align with brand values and do not inadvertently cause harm. Real human creativity behind the development of these avatars is crucial for making them relatable and engaging.
Creative Brand Example of AI Avatar Use
Milka’s ‘Let Snelle Sing It For You’
A standout example of AI-powered avatar use in a marketing campaign is the Milka campaign by Ogilvy, titled “Let Snelle Sing It For You.” This innovative campaign utilised a digital twin of the Dutch singer Snelle to create personalised songs for consumers. By integrating Snelle’s digital twin, the campaign allowed users to send custom love songs to their friends and loved ones, blending personalisation with entertainment and brand engagement.
Why It Worked:
- Personal Connection: By using an AI avatar of a popular figure, the campaign created a sense of intimacy and personalisation, enhancing consumer interaction with the brand.
- Scalability: The AI-powered avatar enabled Milka to produce endless variations of songs, engaging a broad audience without the need for Snelle’s constant involvement.
Exploring Benefits and Challenges of Digital Twins for Creators
Positives:
- Enhanced Productivity: AI tools can assist creators in content generation, allowing them to focus on creative direction and strategy.
- Personalisation: Creators can develop AI avatars that reflect their unique style, enabling them to engage with their audience even when they are unavailable.
Negatives:
- Loss of Authenticity: Over-reliance on AI can lead to a loss of the personal touch that audiences value. It’s crucial for creators to balance AI use with genuine human interaction.
- Technical Challenges: Developing and managing AI avatars requires technical expertise, which may be a barrier for some creators.
Trend Prediction for 2025
In 2025, we anticipate a surge in the adoption of Digital Twins within influencer marketing. Brands and creators will experiment with AI tools to enhance content creation and audience engagement. However, the success of these avatars will heavily depend on the human creativity behind their development. Real human creativity will be essential in crafting AI avatars that resonate with audiences and maintain authenticity.
Conclusion
AI-powered avatars present exciting opportunities for innovation in influencer marketing. However, brands and creators must approach this trend with caution, acknowledging the potential risks and prioritising authenticity. By combining the efficiency of AI with genuine human creativity, it is possible to create engaging and trustworthy content that resonates with audiences.