“They don’t exist, but they influence you”: the revolution of virtual influencers
A few years ago, it seemed impossible that someone who doesn’t exist in real life could have millions of followers, sign contracts with major brands or front advertising campaigns. Today, however, that is a reality.
Virtual influencers — figures created using artificial intelligence and 3D animation — are gaining ground in the world of digital marketing. They are no longer just curious internet characters; they have become genuine stars.
A clear example is Lil Miquela, a digital persona with more than 2.5 million followers on Instagram. Despite not being human, she has worked with brands such as Prada, Calvin Klein and Samsung, and shares her “life” on social media as if she were a real person.
The new era of influencers: what makes them so successful?
The success of these characters can be explained by several factors. First, they offer brands complete control over their image. They never get tired, don’t make mistakes, and can adapt to any style or message a campaign requires. They also have a major advantage: they don’t age and don’t get caught up in controversies.
One example is Imma, a Japanese virtual influencer with pink hair and a highly curated style, who has worked with brands such as Valentino and IKEA Japan. Her realistic appearance and futuristic aesthetic have made her a highly influential figure in Asia.
Another case is Shudu, considered the world’s first digital supermodel. Created by a British photographer, she has starred in campaigns for Balmain and Fenty Beauty. Her hyper-realistic image had such an impact that many users believed she was a real model.
Brands are also drawn to these characters because they allow for new forms of storytelling. They can exist in virtual worlds, travel to space or appear in impossible settings — all without physical limitations.
Where the virtual and the real converge
As artificial intelligence continues to advance, the boundary between the real and the digital is becoming increasingly blurred. Today, some virtual influencers already use generative AI to create their own posts or respond to followers’ comments.
There are even collaborations between real and virtual influencers. Model Bella Hadid, for example, starred in a campaign alongside Noonoouri, a doll-like virtual influencer who collaborates with brands such as Dior and Versace.
Brands are experimenting with these figures because they offer innovation, creativity and guaranteed attention. At the same time, ethical questions arise: what happens to authenticity? Can audiences truly connect with someone who doesn’t exist?
The future is already here
Virtual influencers are not here to replace human ones, but they will coexist alongside them. They represent a new way of telling stories and connecting with audiences, particularly younger generations who move naturally between digital and real worlds.
The real challenge will be maintaining a sense of humanity behind each story, even when the storyteller is made of pixels. In the end, whether real or virtual, the goal remains the same: to move, inspire and connect.
