Fake influencers, what can we see?

Today, many people know from “influencers” – only the influential people on social networks that brands often hire to promote their products or services. But hiring influencers for real people is expensive, temperament is not easy to be spoiled, accompanied by the risk of these people falling into the market, adversely affecting the brand. That’s why influencers are fake, increasingly popular in the marketing world.

A recent ad from Calvin Klein was critically criticized (and the company must apologize) with a picture of two beautiful kissing women: one is Bella Hadid, a beautiful model who is known not to be a fellow count.

People criticize because such advertising is deceiving customers. The problem is the second girl – Miquela Sousa – also known as Lil Miquela, is equally beautiful, is a fake. She is a computer product, “erected” with Brazilian roots, with vibrant friends and flashy life.

Now Lil Miquela has 1.6 million followers on Instagram, her music on Spotify has 80,000 listeners. She works with Prada fashion brand, interviews with newspapers … like a potential 19-year-old model.

No one knows she is a fake, only exists in virtual space. It was not until last year that people revealed her identity. Lil Miquela’s success has made many provincial firms: why should celebrities like singers, movie actors make influencers on social networks, why not create a digital image ambassador?

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Last year Balmain fashion brand hired British artist Cameron-James Wilson to design three digital models, including a white, a black and an Asian girl. After that, many other places imitated.

And fake people are everywhere in our lives, mainly in voice form. Alexa girl in Amazon’s Echo speaker asked what to say as an example. Such fake people are accepted as part of life, because listening to voice on Google Maps instructs how to drive, few people wonder if it is fake or real.

I recently asked Siri on my iPhone as a secretary – a virtual assistant on Google Assistant, we considered it normal, as if we were talking to a real person.

Now, besides the voice, there are also images and videos. Most are designed in a fixed fashion, as Shudu was created as a South African Barbie doll, which according to The New Yorker ‘s description is “a projection of a beautiful black girl in imagination.” of a white man ”.

Currently, the US has no laws governing the use of fake influencers, the US Federal Trade Commission only reminds businesses that use digital people in advertising to make sure everything about the product is correct. truth, not intentionally misleading or overstating.

Correctly, virtual influencers, according to The New York Times, are not very different from celebrities hired to do influencers. When appearing as a representative of the brand, these celebrities present a fake, lavish, lavish, spontaneous life to seduce customers.

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Balmain has hired photographer Cameron-James Wilson to create three digital models, from Margot, Shudu and Zhi. Source: Balmain Firm.

However, using influencers poses a risk of being suspicious by customers, because how do people believe in a preaching message? Alexis Ohanian, co-founder of Reddit, commented: “Social networks are now primarily the realm of fake people. But new avatars are the future of interaction.

The virtual girl Lil Miquela “lived” in real life for two years to reveal her fake identity. The company that created her, Brud, is equally secretive. The New York Times said the company registered a business at an address in Silver Lake, but actually operated in the city of Los Angeles.

Brud introduced himself as a multi-platform media studio that created digital characters. They show off Lil Miquela just as much as Rihanna.

The way of revealing Lil Miquela’s identity is also a clever trick of Brud. First, Lil Miquela’s account was taken over by a girl named Bermuda. This woman erased all the information, claiming to only return the account if Lil Miquela spoke the truth.

By opening up like that, she told the story of Lil Miquela as a robot built by a genius as an in-house servant, then freed and reprogrammed by Brud to live the model life.

At first, Lil Miquela vowed to take revenge on Brud for selling her to many brands, but then forgiving … The story didn’t fool anyone, but attracted many followers.

Imagine the day when Lil Miquela had more artificial intelligence to interact with each other, perhaps at that time no influencers could actually cross her.