A big 2018 marketing prediction was that CGI profiles would surface on social media, and sure enough, they have. We’ve not only seen social media users quickly embrace these constructed (some might say fictional) figures, but we’ve watched in awe as established brands seek out digital relationships with these profiles and share collaborative stories with the world. And this development has come at a good time for major brands.
Brands have enough to consider when making deals with human influencers: vetting them, ceding creative control, and risking blowback every time an influencer’s fingers hit that ‘post’ button. So, while human communication errors continue to cause uproar, some brands are exploring the reality of virtual influencers, who don’t come with a
High risk for crisis communications
CGI influencers and personas are vehicles for brands to communicate with their audiences, and for tech companies to showcase innovation and progress. combination of these two forces has raised concern about the creative process. Earlier this year a fashion photographer faced backlash after creating his own CGI model that he declared was a muse for his creative outlet. That same photographer was contracted to work with fashion giant Balmain to produce such models for their latest campaign.