C&B team takes a look at the importance of faces in communications and how AI avatars can help.
Faces
Humans are neurologically wired to recognise and respond to them. That’s why brands use spokespeople to humanise what they do. The problem? Scaling.
People have real schedules and content is constant. AI avatars make a consistent face available on demand.
Myth #1
“Audiences won’t respond to avatars.”
Fact #1
The brain’s fusiform face area activates in 40-100 ms for cartoons, emojis and avatars alike.
Myth #2
“The impact of faces is overstated.”
Fact #2
The brain’s fusiform face area activates in 40-100 ms for cartoons, emojis and avatars alike.
Myth #1
“Digital avatars are emotionless.”
Fact #1
Happiness (69 per cent), sadness (87 per cent) and anger (73 per cent) are recognised with high accuracy in AI faces.
The big picture
91%
of ads featuring a person attract more attention than faceless alternatives.
$270bn
is the projected value the digital avatar market will reach by 2030.
70%
of Fortune 100 companies are investing in AI avatar builders such as Synthesia.
The evolution of brand representation
Brands doing it right
Zoom
- Deployed AI avatars to train 1,000+ salespeople on product and closing methods.
- Cut production time by 90 per cent so videos that took days could be created in an hour.
- Saved $1,500 per employee in content production costs.
SK-II (Procter & Gamble)
- Created ‘Yumi,’ an AI skincare
influencer powered by
Soul Machines. - Deployed for personalised skincare
consultations in Asia-Pacific markets. - Demonstrates premium brands
using emotional AI to reduce
purchase anxiety.
Bottom line
We’re in the midst of a fight for attention, and faces will always be on the frontline.
The brands that lead with them are more likely to stand out.
