Today, creating a successful brand presence requires more than just creativity and consistency — it demands innovation and the ability to stand out in a crowded marketplace.
The rise of artificial intelligence (AI) has further accelerated these changes, introducing new techniques and approaches that have revolutionised content creation.
The sheer volume and speed at which content is produced have reached unprecedented levels, forcing brands to rethink their strategies to capture and maintain audience attention.
With over two billion monthly active users on Instagram and over one billion on TikTok, it’s clear why over 70 per cent of marketers are now actively investing in content marketing, making the competition fiercer than ever. Social media has become a battleground where it can be said that influencer marketing largely dominates.
A decade ago, many influencers stumbled into fame by sharing personal stories or showcasing niche skills, eventually amassing large followers. Brands were quick to recognise the potential, eagerly partnering with these digital stars to reach their audiences.
What makes influencers so effective?
The key lies in their ability to build trust and engagement. Influencers make excellent content that appeals to their audiences, making them seem authentic and relatable.
This connection has enabled influencers to change the consumers’ preferences towards the products they endorse, eventually leading to an increase in demand and sales.
However, finding the right influencer is no small feat. Brands must look beyond popularity, seeking individuals who align with their industry, product/service, and audience. The influencer’s engagement rate, content creation skills, and ability to authentically represent the brand are all crucial factors.
Whether opting for a short-term campaign or a long-term brand ambassador, each approach has its own advantages and challenges with them.
Brand shift to virtual influencers
As the influencer landscape becomes more saturated, a new trend has emerged — virtual influencers.
Major brands like Samsung, Balmain, Calvin Klein, IKEA, and Riot Games are pioneering the use of these digital personas to connect with tech-savvy consumers. Virtual influencers offer a unique advantage: they are fully customisable, allowing brands to maintain complete control over messaging, branding, and audience engagement.
This level of control is particularly appealing in an era where brand safety is paramount, as virtual influencers are less likely to become embroiled in controversies that can damage a brand’s reputation.
While more brands are starting to embrace this trend, some are taking it a step further by creating their own virtual influencers.
This approach bypasses the traditional influencer middleman, giving brands direct access to consumers’ feeds, inboxes, and lives. Owning a virtual persona that’s perfectly aligned with the brand’s DNA is clearly a powerful tool in the digital world.
Then, enter the character mascots: once simple brand symbols, they’ve now transformed into strategic digital assets. Today, these characters can be moved beyond static logos and traditional commercials to become virtual influencers—dynamic brand ambassadors capable of entertaining audiences and encouraging loyalty in ways that traditional methods simply cannot.
With all the recent advancements, mascots can now engage directly with fans through their own social media profiles, becoming a friendly and accessible first point of contact for the brand. They maintain the brand’s desired image and personality, while also enjoying the high engagement rates of virtual influencers.
Plus, unlike human representatives, who may face the risks of scandals or “aging out,” virtual mascots remain a fresh, consistent face of the brand, capable of connecting with audiences for decades to come.
When AI enters the conversation
But the evolution doesn’t stop there. As AI technology continues to advance at breakneck speed, everything becomes more practical when connected to AI. The best solutions increasingly combine human expertise with the power of AI, and the same principle applies to virtual influencers.
When paired with Artificial Intelligence, virtual influencers reach an entirely new level of capability. AI-driven character influencers can go live on social media channels, respond to every comment or question in real time, provide instant feedback, and maintain consistent engagement across platforms.
What truly sets AI influencers apart is their ability to learn. Each interaction allows the AI to gather data, improving its engagement strategies over time. This continuous learning process enables AI influencers to become more responsive, effective, and personalised in their interactions, making them an invaluable tool, which can even set new standards in digital marketing.
This transformation represents a significant shift in how brands can communicate with consumers. By embracing these advancements, brands aren’t just keeping pace with technological progress—they’re positioning themselves as leaders in innovation.
As the marketing landscape continues to change, those brands that choose to push boundaries and explore new trends will be the ones that truly lead the way, shaping the future of how businesses connect with their audiences.
By Dave Ansari, Business Strategist, Dream Farm Agency
