The Rise of Virtual Influencers and the Ethical Risks of Meta-Human and Hyperrealism

The Rise of Virtual Influencers Raises Concerns About Hyperrealism and Meta-Humans

The world of influencer marketing has seen a significant shift in recent years with the rise of virtual influencers. These computer-generated characters have gained popularity due to the influence crisis, the blending of real and virtual worlds, and the rapid development of the digital environment. Many forward-thinking brands have recognized the potential of virtual influencers and have eagerly embraced them. However, amidst the excitement, it is crucial to acknowledge the risks associated with the emergence of meta-human and hyperrealism.

Meta-humans are virtual characters that closely resemble humans, created using advanced animation technologies that capture facial and body expressions, mimicking the actions of real people. Two notable examples illustrate this trend. Ayayi, introduced in May 2021 as the first Chinese meta-human, focuses on modeling and fashion. Developed primarily on Tmall, a subsidiary of Alibaba, Ayayi offers an innovative and reliable marketing response for advertisers. The creators of Ayayi aim for perfection, with a pale complexion, white hair, and a westernized profile. However, this design is far removed from the persona of the ordinary Chinese consumer.

Another prominent virtual influencer is Imma, a Japanese character born in July 2018. Imma is recognizable by her signature candy pink bob haircut and striking realism. She shares details of her daily life on social networks, imitating human activities and emotions such as going out with friends, trying on clothes, and sharing moods. Imma’s storytelling is designed to provide the experience of an ordinary human life, to the point of confusing her with a real human being. Imma collaborates with world-famous brands like Porsche, IKEA, Puma, Nike, Calvin Klein, Magnum, Carl F. Bucherer, and many others.

However, the use of virtual influencers with intimidating physiques and idealized lives raises several questions. Isn’t this what many human influencers have been accused of? Haven’t brands made inclusiveness a central theme in their statements? Shouldn’t we have learned from our mistakes to avoid repeating them, especially with the emergence of increasingly efficient technologies?

Ethical issues and the importance of inclusivity are crucial considerations when partnering with virtual influencers or creating virtual ambassadors. Numerous studies have highlighted the risks of screens and social networks on the mental and physical health of younger generations, including attention disorders, deterioration of self-image, and depression.

To navigate these challenges, brands must be aware of their responsibility in the digital world of tomorrow. Collaborating with virtual influencers should be seen as an opportunity to achieve things that are impossible with human influencers. Virtual influence offers fascinating possibilities for connecting with consumers and creating unique experiences. However, it is essential not to lose sight of the importance of giving meaning and value to this exploration of digital identity.

Brands must ask themselves ethical questions and reflect on the consequences of their choices in the face of hyperrealism and the meta-human. Finding a balance between innovation and caution is crucial, avoiding the repetition of past mistakes and placing inclusiveness at the heart of their approaches.

The digital world of tomorrow holds immense potential, but it also demands increased responsibility from all involved actors. As brands continue to embrace virtual influencers, it is essential to prioritize ethical considerations and ensure a positive impact on society.

What are the ethical considerations surrounding the use of virtual influencers and their impact on employment rights for the creative individuals behind these virtual personas

A, and Shiseido, further blurring the lines between the real and virtual worlds.

While virtual influencers offer a new and exciting marketing avenue, there are concerns that arise with hyperrealism and meta-humans. One concern is the potential for deception and manipulation. With these virtual characters closely resembling real individuals, it becomes increasingly difficult for consumers to discern what is genuine and what is artificial. This can lead to a lack of trust and authenticity in influencer marketing as virtual influencers blur the boundaries between reality and the digital realm.

Additionally, the emergence of hyperrealistic virtual influencers raises questions about societal beauty standards and cultural representation. With virtual characters like Ayayi embodying a westernized profile, it perpetuates a narrow and unrealistic definition of beauty. This can have negative consequences on individuals’ self-esteem and body image, as they compare themselves to an unattainable virtual ideal.

Moreover, the use of virtual influencers creates ethical concerns in terms of employment and labor rights. Virtual influencers are created and controlled by companies, allowing brands to exert complete control over their virtual persona. This raises questions about rights and fair compensation for the creative minds behind these characters. As virtual influencers become more prevalent, it is vital to address these ethical considerations and ensure fair treatment for creators.

In conclusion, while virtual influencers offer a new and innovative approach to influencer marketing, the rise of hyperrealism and meta-humans raises concerns that must be acknowledged. It is necessary to navigate this emerging field carefully, considering the potential for deception, the impact on societal beauty standards, and the ethical implications regarding labor rights. As the digital landscape continues to evolve, it is crucial to strike a balance between virtual engagement and maintaining transparency, trust, and cultural inclusivity.