Auto manufacturer creates virtual influencer powered by AI
Auto manufacturer creates virtual influencer powered by AI
2022-09-21
Have you ever heard of virtual influencers? It’s a new trend that lets companies create a marketing figure, while avoiding the risks of representation by a real person. In recent years, several successful virtual influencers have carved out a niche in retail. Now an auto manufacturer has stepped into the game with a new spokesperson who’s all pixel.
Zora, 26, likes spontaneous trips and working out. An auto manufacturer has harnessed the power of artificial intelligence to create this virtual influencer, in a bid to appeal to younger people. The gimmick has sparked debate among social media users. One said they’re jealous of her figure, while another that she looks like a long-vanished girlfriend.
This is the first South Korean virtual influencer, Rozy. With her perfect makeup and exceptional figure, she’s won 140,000 followers, and can be seen in music videos, magazine photoshoots, and commercials. Last year she earned NT$23 million.
And this is Lil Miquela, a virtual influencer from the U.S. She regularly shares fashion tips and was named one of the most influential internet personalities by Time magazine. Perhaps the high-spending, internet-native generation feels at home with virtual figures like these. Companies around the world are turning to virtual spokespeople.
Voice of Liu Yu-weng
Consumer electronics expert
It may not be that important for, as we say, the target audience, that the influencer is virtual. The main thing is that real celebrities might have some news story come out later, or some other problems, and that will create other problems. But essentially a virtual celebrity will never have such problems occur.
With figures like this, the style and look of the character can be constantly adjusted, giving companies infinite flexibility in how to present their message. It makes for a safe marketing tool, with the sheen of an influencer’s personality but none of the sharp edges of a real person.
汽車品牌打造虛擬網紅 網:消失已久的女友
2022-09-21
代言打出"網美牌"並不稀奇，但您有看過虛擬代言人嗎？為了拉近與年輕世代的距離，有汽車品牌結合人工智慧，打造虛擬網紅，不僅在社群平台自拍發文，也在限時動態裡，和真實的藝人同框合照，引起網友熱烈討論。
26歲的Zora喜歡說走就走的旅行，也熱愛運動。汽車品牌為了拉近與年輕人的距離，運用AI技術，設計虛擬網紅代言人。社群上掀起討論，有人說羨慕身材，甚至有人打趣說，是消失已久的女友。
這是韓國的第一位虛擬明星Rozy，妝容精緻、身材姣好，不僅擁有超過14萬粉絲，MV、雜誌拍攝、廣告代言更是無所不包，累計去年收入達新台幣2300萬。
而美國的虛擬網紅Lil Miquela，時常分享時尚新知，甚至被"TIME"雜誌評選為最有影響力的網紅之一。看準年輕族群消費力高，又身處網路世代，對虛擬文化認同度高，全球業者不約而同打造虛擬偶像。
[[聲源:3C達人 劉侑翁]]
“所謂受眾來講，是否為虛擬可能不是那麼重要，(主要還是)真人偶像本身可能後續的新聞或什麼問題，會有連帶的問題產生，虛擬偶像基本上絕對不會有這個問題出現”
只需AI建模就能即時調整造型，虛擬網紅形象好塑造，不受外界因素影響，不僅貼近業者的行銷目的，也滿足年輕世代的角色想像。
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