{"id":147363,"date":"2023-10-30T09:03:45","date_gmt":"2023-10-30T09:03:45","guid":{"rendered":"https:\/\/amplify.nabshow.com\/?post_type=articles&#038;p=147363"},"modified":"2024-09-08T00:29:20","modified_gmt":"2024-09-08T00:29:20","slug":"ic-virtual-influencers-pt2","status":"publish","type":"articles","link":"https:\/\/jwolfepr.com\/dev\/articles\/ic-virtual-influencers-pt2\/","title":{"rendered":"From Pixels to Profits: How Virtual Influencers are Rewriting the Rules of Fame, Commerce and Authenticity, Part 2"},"content":{"rendered":"\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns article-content is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/tea.png?ssl=1\" alt=\"In Japan, the first TV commercial to feature an AI model sparked a nationwide dialogue on the future of advertising and entertainment.\" class=\"wp-image-147573\"\/><figcaption class=\"wp-element-caption\">In Japan, the first TV commercial to feature an AI model sparked a nationwide dialogue on the future of advertising and entertainment.<\/figcaption><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">TL;DR<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Disrupting industries from e-commerce to marketing to pop music, virtual influencers continue to rake in followers and profits.<\/em><\/li>\n\n\n\n<li><em>In Japan, the first TV commercial to feature an AI model sparks a nationwide dialogue on the future of advertising and entertainment.<\/em><\/li>\n\n\n\n<li><em>In China, virtual influencers are becoming a strategic asset in the e-commerce landscape, especially in livestreaming, offering a cost-effective alternative to human hosts.<\/em><\/li>\n\n\n\n<li><em>Ethical and cultural complexities continue to surround the rise of virtual influencers, with concerns about transparency and the ethical use of digital likenesses.<\/em><\/li>\n\n\n\n<li><em>Regulatory action is emerging, as seen in India&#8217;s new guidelines for social media influencers, including virtual ones, to disclose promotional content.<\/em><\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">READ MORE: <a href=\"https:\/\/amplify.nabshow.com\/articles\/ic-virtual-influencers-pt1\/\" target=\"_blank\" rel=\"noreferrer noopener\">From Pixels to Profits: How Virtual Influencers are Rewriting the Rules of Fame, Commerce and Authenticity \u2014 Part 1 (NAB Amplify)<\/a><\/h3>\n\n\n\n<p>As virtual influencers continue to multiply in the marketing space and prove their economic might in the music industry and beyond, the question looms: What\u2019s next for these digital disruptors?<\/p>\n\n\n\n<p><a href=\"https:\/\/amplify.nabshow.com\/articles\/ic-virtual-influencers-pt1\/\" target=\"_blank\" rel=\"noreferrer noopener\">Part 1 explored the rise of virtual influencers<\/a> in South Korea, their impact on the music industry, and some of the ethical concerns surrounding their human-like personas. In this second installment, attention is directed to Japan, where a groundbreaking TV commercial featuring an AI model has ignited a nationwide dialogue on the future of both advertising and entertainment. From the innovative utilization of AI in Japanese advertising to the strategic incorporation of AI-generated personalities in China\u2019s e-commerce landscape, the far-reaching impact and ethical complexities of virtual influencers cannot be denied.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Japan\u2019s AI Revolution Hits the Airwaves<\/h2>\n\n\n\n<p>Japan has aired its first-ever TV commercial featuring an AI model, sparking a nationwide conversation about the future of advertising and entertainment. The commercial, produced for Japanese tea brand Ito En\u2019s Oi Ocha Catechin Green Tea, carries a forward-thinking message, \u201cThe time to change the future is now!\u201d and features a woman who starts drinking the beverage so she can live a healthy life in the future. The woman, an AI model, ages over the course of the ad as she is depicted skipping around, drinking the tea and smiling.<\/p>\n\n\n\n<p>\u201cWe weren\u2019t intending to create a commercial personality with AI,\u201d a company spokesperson Ito En explained to <a href=\"https:\/\/mainichi.jp\/english\/articles\/20231018\/p2a\/00m\/0bu\/011000c\" target=\"_blank\" rel=\"noreferrer noopener\">Shiho Fujibuchi at Japanese media outlet <em>Mainichi<\/em><\/a>. But the company determined that using AI would be the \u201cbest way\u201d to age a character 30 years into the future.<\/p>\n\n\n\n<p>The artificial character was created by Tokyo-based developer <a href=\"https:\/\/www.ai-model.jp\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI model Co.<\/a> by training an AI model on a large number of faces, after which designers and other artists made changes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">READ MORE: <a href=\"https:\/\/mainichi.jp\/english\/articles\/20231018\/p2a\/00m\/0bu\/011000c\" target=\"_blank\" rel=\"noreferrer noopener\">\u2018Will AI replace performers?\u2019: Japan-first TV ad with artificial model draws attention (Mainichi)<\/a><\/h3>\n\n\n\n<p>On social media, some users made comments pointing out the lifelike features of the spokesmodel, <a href=\"https:\/\/nextshark.com\/japanese-tea-ito-en-ai-model\" target=\"_blank\" rel=\"noreferrer noopener\">Bryan Ke reports at <em>NextShark<\/em><\/a>, but others were more critical. \u201cYeah, the technology is impressive and all, but realizing \u2018This person doesn\u2019t really exist\u2019 makes me feel sort of empty inside.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">READ MORE: <a href=\"https:\/\/nextshark.com\/japanese-tea-ito-en-ai-model\" target=\"_blank\" rel=\"noreferrer noopener\">Japanese tea company uses AI model to promote new drink line (NextShark)<\/a><\/h3>\n\n\n\n<p>While the commercial has been largely well-received, it has also raised questions about the ethical implications of using AI in media. Some are wondering if this could be a \u201cscandal-free future,\u201d given that AI models don\u2019t come with the controversies that sometimes plague human celebrities, <a href=\"https:\/\/japantoday.com\/category\/features\/lifestyle\/japanese-tea-commercial-actress-created-by-ai-has-some-wondering-if-it%E2%80%99s-the-scandal-free-future\" target=\"_blank\" rel=\"noreferrer noopener\">Casey Baseel observes at <em>Japan Today<\/em><\/a>.<\/p>\n\n\n\n<p>\u201cWith AI models, there\u2019s no risk of them getting involved in scandals,\u201d one comment on the video read.<\/p>\n\n\n\n<p>\u201cIf you\u2019re upset about companies using AI models, you should complain to celebrities who cause scandals,\u201d read another.<\/p>\n\n\n\n<p>\u201cJapanese celebrity endorsement marketing is almost entirely focused on the spokesperson\u2019s image,\u201d Baseel writes. \u201cSo when that image becomes sufficiently cracked, it has the potential to take the entire promotional strategy down with it, and it wouldn\u2019t be a shock if the advantage of being able to opt out of all those risks is part of why Ito En is going with an AI model this time.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">READ MORE: <a href=\"https:\/\/japantoday.com\/category\/features\/lifestyle\/japanese-tea-commercial-actress-created-by-ai-has-some-wondering-if-it%E2%80%99s-the-scandal-free-future\" target=\"_blank\" rel=\"noreferrer noopener\">Japanese tea commercial actress created by AI, has some wondering if it\u2019s the scandal-free future (Japan Today)<\/a><\/h3>\n\n\n\n<h2 class=\"wp-block-heading\">The E-commerce Revolution in China<\/h2>\n\n\n\n<p>In China, the world\u2019s largest e-commerce market, virtual influencers aren\u2019t just a trend; they\u2019re a business strategy. These AI-generated personalities are becoming increasingly prevalent, especially in the realm of livestreaming. But what does this mean for human influencers, and what\u2019s next on the horizon?<\/p>\n\n\n\n<p>\u201cToday, livestreaming is the dominant marketing channel for traditional and digital brands in China,\u201d <a href=\"https:\/\/www.technologyreview.com\/2023\/09\/19\/1079832\/chinese-ecommerce-deepfakes-livestream-influencers-ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">Zeyi Yang notes in the <em>MIT Technology Review<\/em><\/a>. Human influencers can broker massive deals in just a few hours, selling more than a billion dollars\u2019 worth of goods in one night. However, the cost of training and retaining these human hosts is significant, making AI-generated streamers a cost-effective alternative.<\/p>\n\n\n\n<p>\u201cSince 2022, a swarm of Chinese startups and major tech companies have been offering the service of creating deepfake avatars for e-commerce livestreaming,\u201d says Yang. \u201cWith just a few minutes of sample video and $1,000 in costs, brands can clone a human streamer to work 24\/7.\u201d<\/p>\n\n\n\n<p>According to Huang Wei, the director of virtual influencer livestreaming business at the Chinese AI company Xiaoice, these AI-generated streamers won\u2019t outshine star e-commerce influencers but are good enough to replace mid-tier ones. \u201cIt\u2019s harder to get a job as an e-commerce livestream host this year, and the average salary for livestream hosts in China went down 20% compared to 2022,\u201d Yang reports. However, the potential for these AI streamers to complement human work during off-hours makes them a valuable asset.<\/p>\n\n\n\n<p>\u201cNow, all the human workers have to do is input basic information such as the name and price of the product being sold, proofread the generated script, and watch the digital influencer go live,\u201d says Yang. \u201cA more advanced version of the technology can spot live comments and find matching answers in its database to answer in real time, so it looks as if the AI streamer is actively communicating with the audience. It can even adjust its marketing strategy based on the number of viewers.\u201d<\/p>\n\n\n\n<p>Silicon Intelligence, a Nanjing-based startup, plans to add \u201cemotional intelligence\u201d to its AI streamers. \u201cIf there are abusive comments, it will be sad; if the products are selling well, it will be happy,\u201d says Sima Huapeng, the company\u2019s founder and CEO. This emotional layer could add a new dimension to the shopping experience, making it more interactive and engaging for consumers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">READ MORE: <a href=\"https:\/\/www.technologyreview.com\/2023\/09\/19\/1079832\/chinese-ecommerce-deepfakes-livestream-influencers-ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">Deepfakes of Chinese influencers are livestreaming 24\/7 (MIT Technology Review)<\/a><\/h3>\n\n\n\n<h2 class=\"wp-block-heading\">Ethical and Cultural Implications<\/h2>\n\n\n\n<p>As virtual influencers continue to rise in prominence, they bring with them a host of ethical and cultural questions that societies around the world are grappling with. From regulatory responses to public sentiment, the landscape is as complex as it is fascinating.<\/p>\n\n\n\n<p>One of the most pressing concerns is transparency. \u201cMany virtual influencers already present as human-like, and it may become increasingly difficult to distinguish between them and real people,\u201d Mai Nguyen notes at <em>The Conversation<\/em>. This is particularly problematic in advertising, where the line between reality and virtuality can blur, leading to ethical dilemmas.<\/p>\n\n\n\n<p>India has been proactive in addressing this issue. \u201cIn January, its Department of Consumer Affairs made it mandatory for social media influencers, including virtual influencers, to disclose promotional content in accordance with the Consumer Protection Act, 2019,\u201d Nguyen reports. Similarly, TikTok has updated its community guidelines to require clear disclosure for synthetic or manipulated media.<\/p>\n\n\n\n<p>Nguyen points out that the relationship between virtual and human influencers seems \u201cmore poised for coexistence than a total replacement.\u201d This sentiment varies from country to country, influenced by cultural norms and public opinion. For instance, in South Korea, virtual influencers are seen as a less problematic alternative to human celebrities, while in other countries, the rise of virtual influencers has been met with skepticism.<\/p>\n\n\n\n<p>\u201cFor now, virtual influencers can\u2019t connect with people the way a real person can,\u201d Nguyen says, highlighting the limitations of current technology. However, as AI continues to advance, incorporating emotional intelligence into these virtual personalities could change this dynamic, making them more relatable and engaging.<\/p>\n\n\n\n<p>Nguyen also delves into the potential for exploitation, especially when it comes to the use of a person\u2019s digital likeness. \u201cPeople may unwittingly or desperately sell off their digital likeness without consent or adequate compensation,\u201d she warns, raising questions about consent and ethical use of digital identities.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">READ MORE: <a href=\"https:\/\/theconversation.com\/virtual-influencers-meet-the-ai-generated-figures-posing-as-your-new-online-friends-as-they-try-to-sell-you-stuff-212001\" target=\"_blank\" rel=\"noreferrer noopener\">Virtual influencers: meet the AI-generated figures posing as your new online friends \u2013 as they try to sell you stuff (The Conversation)<\/a><\/h3>\n\n\n\n<h2 class=\"wp-block-heading\">The Future of Virtual Influencers<\/h2>\n\n\n\n<p>Virtual influencers are more than digital novelties; they\u2019re a disruptive force across industries \u2014 from marketing and music to e-commerce. In marketing, they offer a cost-effective, scandal-free alternative, especially in tech-savvy countries like South Korea. In the music realm, they\u2019re landing record deals and challenging traditional notions of talent. Meanwhile, in China\u2019s booming e-commerce landscape, they\u2019re becoming a strategic asset, promising to make the shopping experience more interactive through emotional intelligence.<\/p>\n\n\n\n<p>However, their rise is not without ethical and cultural complexities. As they become more human-like, issues around transparency and ethical use of digital likenesses are emerging, prompting varying degrees of regulatory action across countries.<\/p>\n\n\n\n<p>The future of virtual influencers is a tapestry of technological innovation, ethical considerations, and cultural nuances. As AI continues to advance, these digital personalities are poised to become more sophisticated and emotionally intelligent. But as they evolve, so too will the ethical and cultural questions they raise, making the landscape ever more complex and intriguing.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Disrupting industries from e-commerce to marketing to pop music, virtual influencers continue to rake in followers and profits.<\/p>\n","protected":false},"author":2,"featured_media":168320,"menu_order":0,"template":"","meta":{"_acf_changed":false,"_breakdance_hide_in_design_set":false,"_breakdance_tags":""},"categories":[248],"class_list":["post-147363","articles","type-articles","status-publish","has-post-thumbnail","hentry","category-amplify"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>From Pixels to Profits: How Virtual Influencers are Rewriting the Rules of Fame, Commerce and Authenticity, Part 2 | Jennifer Wolfe<\/title>\n<meta name=\"description\" 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