At a time when interacting safely with other humans can no longer be taken for granted, the appetite for digital spokespeople is accelerating. Brands are expected to spend as much as $15 billion annually on influencer marketing by 2022, up from $8 billion last year, according to Business Insider Intelligence. A growing slice of that money belongs... See more

In OnlyFans and the Evolution of the Influencer, I wrote that I’m skeptical of digital celebrities like those created by the company Brud. Computer-created influencers seem at odds with the trend toward more authentic, relatable influencers.

Without going into the moral implications of choosing "robots" over humans, virtual influencers can open up new social media channels for brands. Depending on the brand, VI marketing can be a great way to connect with audiences. It’s up to brands to decide what the trade-off is between messaging, having control over a virtual persona, a likely... See more