If 2018 was the year of the AI influencer, then 2019 has been the year AI influencer marketing was embraced and diversified by fashion-forward brands. AI influencers – hyperreal digital characters created to drive brand engagement – have begun to emerge across Instagram and embed themselves into its culture. But far from becoming an existential threat to human influencers, this digital development could offer exciting new opportunities for brands to showcase their commitment to sustainability.
The ‘birth’ of 3D influencers like Lil’ Miquela, a digital avatar created by robotics company Brud, has added a new dimension to fashion marketing. This avatar, with her burgeoning follower count, airbrushed skin and perfectly trimmed fringe, already boasts an impressive portfolio of work. Lil’ Miquela’s Instagram grid features a wealth of collaborations with esteemed brands such as Gucci, where her pixelated clothing is rendered from real pieces.
So, what are AI influencers? In short, they are computer-generated personalities that act like real influencers on social media. They post content, build communities, and even partner with brands. For many companies exploring AI in marketing, this represents a new frontier in connecting with audiences in innovative ways.
This step from tactile to digital clothing has been embraced by online retailer YOOX, through its virtual styling feature that allows users to dress an avatar with the store’s products. The virtual mannequin, Daisy, comes with customisable skin tones, meaning consumers can create their own likeness and ‘try on’ virtual clothing to find their best fit.
The rise of AI fashion models and AI-generated fashion influencers shows how brands are rethinking traditional approaches. Instead of physical product shoots, digital models can showcase collections instantly, allowing brands to respond quickly to trends while reducing costs and waste.
The potential of AI influencers on Instagram to lessen the need for wasteful product hauls, shipping out physical samples, or even consumer product returns is huge. By cutting unnecessary production and logistics, AI in social media marketing not only lowers fashion’s carbon footprint but also demonstrates how technology can support sustainability goals.
This shift also offers fresh opportunities in AI influencer marketing, where brands can experiment with storytelling, brand values, and identity in a way that resonates with younger, tech-savvy audiences.
In an age where sustainability is taking its rightful place amongst corporate concerns, the fashion world can put its best foot forward by embracing fresh approaches to influencer marketing and AI. For brands, working with an influencer marketing agency in London or a social media influencer marketing agency can help navigate this fast-changing landscape and integrate AI-powered campaigns into broader strategies.
Some emerging influencer marketing trends to watch include:
AI fashion influencers being used to model entire collections digitally.
Increased use of AI-powered influencer marketing to analyse campaign success.
Blended campaigns where AI in digital marketing enhances the reach of human influencers.
The rise of AI influencer marketing represents more than a passing trend. It’s a shift in how brands connect with audiences, experiment with digital creativity, and demonstrate sustainability commitments. By embracing this change, fashion brands can lead the way in shaping a future where technology and creativity go hand in hand.
👉 Interested in learning more about how brands can stay ahead in the digital age? Explore how we’ve approached Influencer Marketing for clients, or check out our blog on emerging social media trends.
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