AI · 3 min read
Building Sam: what we're learning from experimenting with an AI virtual influencer
Virtual influencers used to need a studio, 3D artists and real money. We wanted to know whether that's still true, so we built one. Here's what the experiment is teaching us about when AI talent can work for brands.
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Originally published on LinkedIn
Key takeaways
- Holding an AI character consistent across posts no longer needs a studio. It takes time, persistence, experimentation and credits.
- Virtual influencers can work for brands, but only under clear conditions: openness that it's AI, real human likeness, a genuine personality, and production that scales.
- Brand fit matters. A virtual influencer shouldn't promote products that depend on a real body, such as skincare.
Meet Sam: an AI virtual influencer we're experimenting with at Konverta. She's fully AI, persistent, and has a personality of her own.
Because we can, without a studioWhy are we experimenting with virtual influencers now?
Because we can, without a studio and without spending thousands of dollars. We also wanted to test real marketing use cases, find the current limitations, and harden the workflow behind AI avatars and digital twins. That's work I also do as the fractional CXO for Replicast AI, an AI avatar and digital twin company.
The technology has moved remarkably fast. A year ago I was talking with a friend who heads up social about virtual AI influencers. Back then, holding a character consistent across posts still took a studio: 3D artists, animators, a content team and real money. That's how every name you know, such as Miquela, Aitana and Lu do Magalu, still gets made.
That has changed. Today you need time, passion, persistence, a lot of experimentation, and credits.
Six conditions for brandsWhen can a virtual influencer work for a brand?
From our experimenting so far, it can work well for brands under a few conditions:
- Authenticity is made known. People are told it's AI.
- It still feels real. The character has a convincing, human-like presence.
- The character has a personality.
- Production can scale.
- Brand partnerships aren't facetious. You shouldn't use a virtual influencer to promote skincare, for example.
- It's treated as consistent talent that you build over time.
Live on InstagramWhere is Sam now?
Sam is live on Instagram at @samlee_says. The experiment is ongoing, and we'll keep sharing what we learn.
Keen to understand the workflow, the process or the stack, or to explore a virtual influencer of your own? WhatsApp me or email me.
About the author
Kenneth Phua
Founder, Konverta.ai
Kenneth is a Singapore-based digital, data and AI leader with 15+ years of experience, including senior global roles at Coca-Cola, where he was the Global Head of Digital Strategy and Innovation. He has advised C-suite leaders across FMCG, retail, property, hospitality and luxury, and now applies the same playbook to Singaporean and Asian corporates and SMEs through Konverta.ai.
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