With a digitally savvy population and a strong social media presence, the GCC — which is at the forefront of technological innovation and evolving marketing strategies — has become a key market for influencers.
One of the most transformative trends emerging in this space is the rise of AI virtual influencers — computer-generated personalities that are crafted to engage with followers just like real-life influencers.
AI virtual influencers are poised to reshape the future of marketing in the GCC, offering brands a fresh, controlled, and scalable way to connect with audiences.
Want to stay updated on the latest within Saudi Arabia’s sports, entertainment, tourism, and digital marketing spheres? Would you like to network with top brands and government leaders within the industry?
Book your seat for the Campaign Saudi Briefing 2024: Media and Marketing to be held on the 17th of October at the Sheraton Riyadh Hotel & Towers.
What are AI virtual influencers?
AI virtual influencers are digital personas created using CGI (computer-generated imagery) and advanced artificial intelligence. Unlike human personalities, these digital figures are fully controlled by teams of designers and marketers, making them an ideal solution for carefully curated and brand-aligned content.
These influencers can engage with their followers, post updates, collaborate with brands, and endorse products across social media platforms like Instagram and TikTok.
Globally, AI personalities such as Lil Miquela and Shudu have gained millions of followers and solidified their place in marketing.
In the GCC, virtual personalities such as @chasing.laila and @mayaseen.r — digital creations made to reflect Middle Eastern cultural values and aesthetics — are becoming prominent.
These AI influencers are part of a growing trend that brands are tapping into to resonate with their target audiences in new and innovative ways.
Why Now?
Tech-savvy population
The GCC countries, including the UAE and Saudi Arabia, have some of the highest internet and smartphone penetration rates in the world.
Social media platforms such as Instagram, Snapchat, and TikTok are extremely popular, with users spending a significant amount of time interacting with influencer content.
The GCC’s growing digital culture, paired with its youth demographic, makes the region a perfect market for the adoption of AI virtual influencers.
Cultural sensitivity and controlled messaging
In the culturally diverse and often conservative GCC region, messaging must be carefully curated to avoid potential missteps. AI virtual influencers provide brands with total control over their messaging, ensuring that content aligns with local customs and avoids controversy. For example, AI influencers can be programmed to observe religious practices like Ramadan or avoid sensitive topics that human personalities might inadvertently touch upon.
Constant engagement and global reach
AI virtual influencers offer brands a 24/7 engagement tool. Unlike human influencers, they don’t require breaks, can operate across different time zones, and can engage with multiple demographics.
In the GCC, where the market is a mix of nationals and expatriates, this ability to engage multiple groups with tailored messaging is critical.
Brands operating in the GCC, from luxury goods to tourism, can use virtual influencers to reach international audiences and local consumers alike.
They can be multilingual, creating content for both Arabic-speaking audiences and global markets, thereby expanding the brand’s reach far beyond the region.
Impact of AI virtual influencers on influencer marketing in the GCC
Hyper-personalised campaigns
AI influencers are powered by data and algorithms that can be adjusted to deliver personalised content. In the GCC, where brands often target specific market segments (locals, expatriates, younger consumers, and high-net-worth individuals), this level of personalisation is essential.
For example, a brand might use an AI influencer to showcase luxury fashion to affluent Emirati women while simultaneously promoting modern tech to younger digital natives across the region. This kind of personalised engagement helps brands tailor their message to multiple audiences through a single, scalable AI personality.
Cost efficiency and scalability
Traditional influencer marketing comes with logistical challenges and costs—contracts, appearances, and compensation.
AI virtual influencers, on the other hand, offer scalability without the physical limitations of humans. While the initial creation of an AI influencer may require investment, their ability to be constantly active and serve multiple campaigns makes them a cost-effective option in the long term.
However, it’s important to note that while AI influencers have many advantages over human personalities, they still require significant CGI work, especially for video content.
This can take time and drive up production costs. Creating highly realistic, engaging videos that resonate with audiences demands complex technical work.
As a result, brands may find that initial content creation with AI influencers can be as costly as collaborating with humans.
Ownership and brand control
One common misconception is that brands “own” these AI influencer profiles, but that is usually not the case. AI virtual influencers are typically managed by the teams or agencies that create them, and brands will need to pay for their services just like with humans.
Despite the controlled messaging, brands cannot fully dictate AI influencers’ actions or retain exclusive rights to them without ongoing contractual agreements.
In this sense, AI influencers operate similarly to humans, where brands pay for posts, collaborations, and content creation.
Reduced Risk of Controversy
Human personalities, despite thorough vetting, can sometimes get caught in controversies or make public missteps that hurt a brand’s reputation. In the conservative GCC region, where any controversy can severely impact brand perception, AI virtual personalities offer a safer alternative.
By fully controlling an AI influencer’s behaviour and ensuring that content is pre-approved, brands can avoid the risks associated with humans.
Whether it’s avoiding politically sensitive issues or adhering strictly to cultural norms, AI influencers can be trusted to always stay on brand.
Future of AI virtual influencers in the GCC
The rise of AI virtual influencers in the GCC is just beginning, but the potential for growth is massive. The region’s openness to digital innovation, combined with a demand for creative marketing solutions, makes AI influencers a natural fit.
Moving forward, sectors such as luxury goods, real estate, and tourism will likely lead the adoption of AI virtual influencers, capitalising on their ability to engage audiences without the risks and limitations of traditional influencer marketing.
Moreover, as AI personalities become more advanced, we may see them integrated into more immersive digital experiences, such as virtual reality (VR) or the emerging metaverse.
In this future, AI influencers will not only create content but may also participate in digital events, virtual store openings, and even serve as customer service representatives for brands.
Conclusion
AI virtual influencers are set to play a significant role in shaping the future of influencer marketing in the GCC.
With the region’s strong digital culture, high-tech landscape, and growing influencer market, these AI-driven personalities provide brands with a scalable, personalised, and culturally sensitive alternative to traditional influencers.
However, while AI personalities offer numerous advantages, including cost efficiency, controlled messaging, and 24/7 engagement, brands should be aware of the time and financial investments required for CGI content production.
Additionally, AI influencers are typically not owned by brands, meaning partnerships will still require ongoing financial agreements similar to those with humans.
As AI technology continues to evolve, influencers will become integral to GCC marketing strategies, offering brands new ways to engage with their audiences in an increasingly digital world.
By Ana Gixhari, Influencer Marketing Manager, starfish
