CGI Influencers: Everything You Need To Know About The Computer Generated Creators

We all know that not everything we see online is real – deep fakes, Facetune, catfishing and fake news have seen to that. But did you know that there’s a section of influencers out there that…don’t actually exist?

Computer Generated Imagery (CGI) Influencers, at first, were quite a novelty; however, with ever-growing followers and more CGI Influencers being created, this could be a new shift in Influencer Marketing. Is this innovative and creative concept the next opportunity for brands to harness in influencer marketing? Or is it something to be concerned about?

The Who, What and How

Miquela is the CGI OG, with over 3 million Instagram followers, a music career, countless sponsorship deals and a feed filled with events and celebrities. Describing herself as a ‘change-seeking robot with the drip’, she regularly comments on releases, launches and events.

Bermuda is another CGI influencer with 289k Instagram followers and a feed inspired by real-life influencers. Blawko is a male CGI influencer with 151k followers. They’ve been created by mysterious AI, tech and robotics company Brud and interact with one another a little like a soap crossed with reality TV.

The same goes for Shudu, aka ‘the world’s first digital supermodel’ with 218k Instagram followers. Part of a collective of digital models (known as The Diigitals) created by fashion photographer and 3D artist James Wilson. He even created exclusive models for Balmain.

So, what’s the point and why do so many brands opt to work with CGI influencers?

First thing’s first, they have a ton of followers, and for some brands, these followers might just be the right audience. It’s harder to grab users attention than before, so partnering with a digital influencer can help to stand out.

It’s also more convenient for brands. Real humans make mistakes, get tired or booked up in advance. A digital influencer doesn’t have these issues, so it can be an easier option for a brand as they can stay in control. A CGI influencer behaves much like a real one, as that’s where they’ve taken their inspiration from.

How does this affect Influencer Marketing?

This is a concern as it can take opportunities away from real-life models, creators and influencers – particularly those who are using their platform to showcase a more inclusive or diverse perspective. CGI influencers also aren’t subject to the same rules as human ones; in fact, they aren’t even mentioned in current law. This might mean that there are loopholes that benefit brands and the people behind CGI influencers more than a human influencer/brand partnership.

With ASA guidelines recently being tightened around beauty brands using filters when advertising products, is it fair for CGI Influencers to be advertising the same things with no restrictions or repercussions? And is this something that is going to further impact future generation’s views towards body image and self-esteem?

CGI influencers also raise questions about the authenticity of recommendations and content. Everything is going to be sponsored or a partnership to an extent, as there’s little room for real opinions, which is the opposite of what real-life influencers look to portray. CGI influencers are digital; they don’t have opinions of their own.

Though CGI Influencers are innovative, creative and look amazing, they contribute towards the narrative of Social Media not being real, and this is something that could lead to their demise.

Whilst being a fun fad at the moment, with recent shifts toward more genuine and honest content online, and platforms such as TikTok allowing creators to create short-form content and share these real insights into their life. CGI Influencers fall short as their whole reality is fiction. Meaning they can never truly be authentic, a quality that we look for in creators and always contributes to success in Influencer Marketing campaigns.

Get in touch today to explore using CGI influencers in your next campaign!