During the COVID-19 pandemic, artificial intelligence (AI) surged in popularity, especially among virtual influencers. As the impact of the pandemic wanes, the influence of these digital personalities continues to grow. One standout is Imma, a virtual model from Japan who reportedly earns over $525,000 annually. So, what’s the current landscape for AI influencers?
Meet Imma
With her vibrant pink hair and striking features, Imma has captivated audiences since her debut. After being featured as a model for an IKEA store in Tokyo, where she showcased her life in real time for three days, many visitors were astonished to learn she was not a real person. On Instagram, Imma has around 390,000 followers, where she shares snippets of her life—practicing yoga, cooking, and relaxing in style with a face mask.
Many who first encounter Imma often mistake her for a real person, owing to her celebrity-like status in Japan. Once they learn that she is a virtual model created by a Japanese CG company, they can’t help but admire her lifelike appearance.
Even after discovering she is virtual, Imma’s Instagram presence remains indistinguishable from a real person’s. Her social media showcases activities typical of a woman in her twenties, like taking selfies and enjoying hobbies. As an IKEA model, Imma earns approximately 700 million won a year. Her popularity has notably contributed to IKEA’s sales.
The AI Influencer Boom
Imma isn’t alone in this digital realm. The rise of AI influencers has made it increasingly challenging to distinguish between real and virtual personalities. Some AI influencers have even landed prominent roles in advertisements for globally recognized companies, significantly impacting their sales.
For instance, Lil Miquela, a virtual influencer designed as a mixed-race teenager from Los Angeles, boasts 2.61 million followers on Instagram and has collaborated with major brands like Dior and Calvin Klein.
Notably, in 2018, Miquela was listed among TIME magazine’s 25 Most Influential People on the Internet, and by 2020, her annual earnings were reported to exceed $10 million.
Another notable figure is Lu do Magalu, a virtual influencer backed by a Brazilian retail company, who commands an impressive online following with millions on YouTube, Instagram, and TikTok.
The allure of these virtual influencers lies in their near-perfect looks and body proportions, combined with the ability to switch up fashion and hairstyles at a moment’s notice. Thanks to technological advancements, the once sky-high costs of creating lifelike AI models have dropped significantly, making them more accessible than ever. As brands seek to avoid the controversies that can arise with real celebrities—like scandals involving bullying, debt, or DUIs—they’re turning to virtual models as a safer alternative.
The AI-Entertainment Fusion
In South Korea, the intersection of AI and entertainment is rapidly evolving. K Entertech Hub has identified three key trends: the rise of AI artists and virtual influencers, the blending of K-pop with AI, and the emergence of AI-based entertainment platforms.
For instance, the K-pop girl group aespa has integrated AI avatars into their music videos and promotional activities, creating a new form of entertainment. Other artists like EXO’s Kai and Oh My Girl are also exploring virtual performances.
Experts agree that this fusion is not just about technology; it’s transforming how audiences engage with and consume content, marking a significant shift in the entertainment landscape.
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