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Should Brands Use Virtual Influencers in China?

Critics say they are dystopian, but ‘flawless’ virtual influencers may be worth considering in a market where celebrity brand ambassadors have become an increasingly risky investment.
A model wears a white cable knit jumper dress on a green sofa holding an orange plastic figurine during the Robbi x Creed campaign.
Alibaba Group and Ranmai Technology's virtual influencer Ayayi in a Lunar New Year campaign for perfume brand Creed's collaboration with Chinese toy Robbi. (Creed)
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BoF PROFESSIONAL

Ayayi looks like any number of aspirational influencers using their personal style to flog a product. For one of her latest gigs — a Lunar New Year campaign for Creed — she sits relaxed in a cable knit jumper holding a sci-fi toy that has been scented by the Anglo-French perfume brand. But despite her natural pose, persuasive pout and lifelike gaze, Ayayi isn’t alive. This hyper-realistic virtual influencer has been brought to life by Chinese tech giant Alibaba.

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About the author
Gemma A. Williams

Gemma Williams is a contributing writer at The Business of Fashion. She is a writer and curator with an expertise in China's luxury and fashion markets who is based in London.

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