Initially designed as digital alter-egos in virtual worlds, today, avatars are seamlessly integrated across various platforms, from social media and virtual reality experiences to mainstream pop culture.
The use of avatars in pop culture has been transformative, from K-pop group AESPA’s augmented reality concert featuring digital avatars of themselves to MAVE—an entirely virtual, hyper-realistic, AI-generated South Korean girl group by Metaverse Entertainment.
The latest advancement in this domain is Meta’s introduction of AI Celebrity Avatars. These virtual characters, mirroring celebrities such as Charli D’Amelio and Kendall Jenner, enable users to interact with their favourite stars in a way akin to engaging with actual influencers.
This expansion of avatars from virtual gaming worlds to mainstream pop culture is a testament to their versatility and growing importance in our online lives. Digital interactions are already an integral part of our daily routines; avatars offer novel ways for individuals and brands to express themselves and connect with others in the constantly shifting digital landscape.
Harnessing the power of Avatars to bring your brand to the next level
We are just at the tip of the iceberg. Avatarization holds transformative potential through advancements in Augmented Reality (AR), Virtual Reality (VR), Deep Learning (DL) and Artificial Intelligence (AI). These technological innovations promise an unprecedented level of realism and functionality, progressively narrowing the gap between reality and the virtual world.
“The paradigm is not human versus machine – it’s really machine augmenting human.”
– Rana el Kaliouby, PhD ’06
The digital landscape is evolving fast, it’s imperative for brands not just to observe but proactively embrace, anticipate, and lead at the intersection of marketing and technology. This means moving from tactical, hype-driven strategies to focusing on offering lasting value and utility that will transform consumer engagement in meaningful ways.
We recognise the potential of avatars in crafting unique brand experiences. At We Are Social’s future strategy arm, .XYZ, we have identified three innovative ways for brands to leverage this technology.
No. 1: Avatar as a brand’s digital identity
The nature of avatars enables brands to design digital personas that embed their distinctive brand assets (DBAs). These personas can evolve into iconic symbols of the brand, akin to traditional mascots or spokespersons, in the digital space.
Fast food chains like Wendy’s and KFC have adopted distinctive personalities for their avatars, embracing unique characteristics and styles that resonate with their audiences on Fortnite and Instagram.
However, the true potential of avatars lies in their capacity for AI integration, allowing the training of avatars to align with a brand’s core values and tone. This not only enhances the authenticity of the avatar’s interactions but also ensures consistency in how the brand is perceived across various platforms. This approach gives brands greater control and ownership over their representation. Rather than depending on the credibility of external influencers, brands can leverage their own DBAs, ensuring a more authentic and consistent brand image.
Avatar as a brand’s digital identity helps preserve brand integrity and open new avenues for creative expression and engagement. It represents a leap from mere digital representation to a more profound, dynamic brand identity.
No. 2: Avatar as a consumer touchpoint or engagement
In today’s digital-first landscape, engaging consumers effectively is paramount, and avatars present a unique opportunity to revolutionise these interactions.
An example of this is seen with Nike’s Nikeland on Roblox, offering exclusive digital products for avatars and Coca-Cola’s metaverse campaign in China, where users can create their own Coca-Cola avatars and explore the virtual space to shop, play and meet ‘celebrities’; showcasing that avatars can significantly enhance brand engagement in immersive virtual spaces.
The potential of avatars goes far beyond short-term tactical campaigns. There is a significant opportunity to infuse them with real utility for sustained brand-consumer engagement. Powered by Generative AI, avatars offer brands 24/7 availability and consistent on-brand interaction. They have the capabilities to respond to inquiries in real-time, learn from interactions, provide personalised recommendations, and even adapt their personalities based on user preferences.
Avatars will redefine customer engagement, serving as interactive touchpoints and acting as the brand’s digital face. They will elevate existing interaction far beyond traditional digital formats, creating more intuitive and memorable experiences for consumers.
An example of this is seen with Nike’s Nikeland on Roblox, offering exclusive digital products for avatars and Coca-Cola’s metaverse campaign in China, where users can create their own Coca-Cola avatars and explore the virtual space to shop, play and meet ‘celebrities’; showcasing that avatars can significantly enhance brand engagement in immersive virtual spaces.
The potential of avatars goes far beyond short-term tactical campaigns. There is a significant opportunity to infuse them with real utility for sustained brand-consumer engagement. Powered by Generative AI, avatars offer brands 24/7 availability and consistent on-brand interaction. They have the capabilities to respond to inquiries in real-time, learn from interactions, provide personalised recommendations, and even adapt their personalities based on user preferences.
Avatars will redefine customer engagement, serving as interactive touchpoints and acting as the brand’s digital face. They will elevate existing interaction far beyond traditional digital formats, creating more intuitive and memorable experiences for consumers.
No. 3: Avatar as a brand experience extension
Avatars are emerging as powerful tools for extending the brand experience. These virtual representations are now stepping out into the physical world, offering innovative ways to connect with consumers.
Ikea’s collaboration with virtual influencer Imma in shop displays and Lil Miquela’s presence at Fashion Week illustrate how avatars bring a modern twist to brand activities, blending the digital and physical worlds.
While this is a significant step forward, there is a larger opportunity to utilise avatars further in real-life brand extensions. Beyond novel appearances, avatars can fulfil functional roles within marketing strategies, enhancing the overall brand experience. With AI and data analytics integration, avatars can offer sophisticated, adaptive interactions – like a virtual shopping assistant guiding customers through a tailored buying journey or serving as digital stand-ins at events, enriching engagement and memorability.
The key is to leverage avatars not just as extensions of the brand’s digital identity but as integral components of the overall consumer experience.
Here at .XYZ, we believe avatars serve as conduits for unique brand experiences and have explored multifaceted roles avatars can play. Our expertise in this domain is not just theoretical; it’s grounded in real-world applications. Take Cinder, our in-house Virtual Influencer, now powered by AI.
Her ability to learn from the internet and actively participate in conversations showcases advanced AI applications. Cinder is more than just a digital persona. We brought her to life at SXSW in Austin earlier this year, where she interacted with guests and engaged in activities, truly merging her virtual identity with real-world interactions.
Cinder stands as an example of our commitment to pushing the boundaries of avatar technology, illustrating how we can bring similar transformative experiences to other brands looking to elevate their presence in the digital and physical worlds.
About Us.
.XYZ is the Future Strategy and Innovation arm of We Are Social, led by our team in Singapore. We help brands to navigate the future and its evolving digital landscape. Our expert creative tech and in-house production capabilities have the capabilities to harness the power of AI to further accelerate and humanise our VI creations. At the same time, our Future Strategy expertise guides brands in defining their Avatar strategies/ Digital Identities.
