Digital clones of real models are revolutionizing fashion advertising

Fueled by advancements in artificial intelligence (AI) and metaverse technologies, digital replicas are revolutionizing the fast-fashion advertising landscape. These virtual figures, always accessible and adaptable, allow brands to create immersive campaigns that connect with today’s digital-savvy consumers.

Digital influencers, created personas used for entertainment, content creation, and brand endorsements, are gaining influence, particularly among Gen Z and digital-first audiences. These virtual figures come in various forms, from entirely computer-generated like Lil Miquela and Shudu, to hybrids like Hatsune Miku that blend human elements. These influencers enhance brand visibility, engagement, and market performance.

The global influencer market is projected to exceed US$32 billion by 2025, with virtual influencers making a significant impact, especially in Asia. This trend is transforming the modeling industry, as brands leverage AI-generated avatars and digital clones to reduce costs and expedite campaign development.

Digital twins, virtual replicas of real individuals, are being used in marketing to improve personalization and deepen customer engagement. In the fashion sector, they offer a balance between human connection and AI precision. Brands like H&M are integrating AI-generated digital twins into their marketing strategies, sparking industry discussions about ethics and transparency.

Despite their benefits in cost reduction and creative efficiency, the use of digital models raises ethical concerns regarding representation and transparency. While digital twins are used as visual stand-ins for traditional models, they are not subject to the same influencer marketing regulations.

Brands must navigate challenges related to authenticity, consent, and compensation when using AI-generated influencers and digital twins. Maintaining consumer trust and ensuring inclusivity are vital considerations as brands embrace AI technology in their marketing strategies. Ethical frameworks must be established to guide the ethical integration of digital models while upholding transparency and legal accountability.