Why is it interesting?

The virtual influencer market is expected to soar, projected to hit $42.6 billion in China by 2030. Digital personalities bring unique benefits: they're active 24/7, free from scandals, and allow brands to curate idealised, culturally resonant spokespeople.

Brands like Puma, with their Moroccan digital influencer Laila, are tapping into local audiences. Ayayi and Kenza Layli—working with brands like Louis Vuitton and Dior—demonstrate how virtual influencers can embody both traditional values and modern aesthetics, amassing millions of followers in the process.

Meanwhile, brands like Nars and Harper Collective elevate digital engagement with immersive storytelling. Nars' Power Players feature three distinct virtual ambassadors living in a virtual world made in Unreal Engine.

In contrast, Harper Collective's PS5-quality virtual store immerses users in its sustainable mission. These innovations set a new standard for digital brand engagement, especially as younger consumers crave personalised, boundary-blurring interactions. With three times the engagement rate of human influencers, virtual identities present a lucrative, highly adaptable option for brands entering the digital realm.

So what?

Virtual influencers and digital experiences offer new ways to connect with and inspire audiences, allowing brands to scale and control how they represent themselves without the unpredictability that human ambassadors bring.

However, ethical questions arise:

• Can virtual personalities genuinely resonate with audiences?

• And is there a cost to sidelining real influencers in favour of perfect, controllable avatars?

Balancing the appeal of digital ambassadors with genuine, on-the-ground engagement will be essential as brands navigate this emerging frontier.