Virtual Influencers Are Changing the Marketing Landscape

As the world continues to grow weary of the increasing demands from online influencers, a new phenomenon is capturing the attention of brands and consumers alike: AI-generated influencers. These virtual personas, meticulously crafted using advanced artificial intelligence, are redefining the concept of influence in the digital age. Among the most prominent figures in this realm are Noonoouri, Imma, Lu do Magalu, and Lil Miquela. For marketers, public relations professionals and business leaders, understanding and leveraging these AI influencers can tap into innovative avenues for brand engagement and consumer connection. In fact, this is why Meta announced they plan to create hundreds of thousands of AI characters profiles across Facebook and Instagram. Although they’ve deleted many of them due to problematic engagement, the company has no plans to abandon AI character profiles entirely. After all, there is big money to be made with these virtual influencers. So, let’s get into it.

The Rise of AI-Generated Influencers

AI-generated influencers are virtual characters designed to emulate human traits, behaviors, and aesthetics. They operate on social media platforms, producing content that resonates with specific target audiences.

Unlike human influencers, these digital entities are entirely controlled by their creators, allowing for precise alignment with brand values and messaging. In other words, these influencers will never resign, will never accept conflicting brand partnerships, and they will never get your brand cancelled by saying the wrong thing.

Here are a few of the biggest virtual influencers to-date.

Spotlight on Leading AI Influencers

1. Lu do Magalu

Originating from Brazil, Lu do Magalu was introduced in 2009 by the retail company Magazine Luiza. Initially serving as a virtual assistant, Lu has evolved into a prominent digital personality.

She boasts over 7.3 million Instagram followers and has collaborated with major brands such as Adidas, Intel, Microsoft, Apple, McDonald’s, Red Bull, and Maybelline.

Her content includes unboxing videos, product reviews, and lifestyle tips, primarily targeting the Brazilian market.

2. Lil Miquela

Next, we have Lil Miquela. Created by the Los Angeles-based startup Brud, Lil Miquela is portrayed as a 19-year-old Brazilian-American model and singer.

With approximately 2.5 million Instagram followers, Miquela has partnered with luxury brands like Prada, Calvin Klein, and Chanel.

She was even named one of Time Magazine’s “25 Most Influential People on the Internet”, despite not being an actual person. This underscores her significant impact in the digital realm. As a reminder, she is not real. 

3. Imma

Imma is recognized for her distinctive pink bob haircut and chic fashion sense. “She” garnered over 393,000 Instagram followers, boasting millions more in total. 

She has collaborated with high-end brands such as Nike, IKEA, and Valentino, and notably appeared at Paris Fashion Week, bridging the gap between virtual and physical fashion worlds.

In fact, she recently launched her own clothing brand, Astral Body. Again, she is not real. Her creator explains how she is helping marketers connect with customers in this TedTalk.

4. Noonoouri

Next up, we have Noonoouri. This virtual influencer known for her distinctive, doll-like appearance and passion for fashion.

With over 7 million followers, she has collaborated with numerous luxury brands, including Dior, Versace, Hilfiger, sKims, Gucci, Burberry and Valentino, showcasing high-fashion aesthetics to her audience. Noonoouri’s presence emphasizes the blend of digital artistry and fashion, appealing to a global audience.

In fact, “she” signed a record deal with Warner Music last year. Again, she is not real.

Brand Partnerships and Collaborations

The collaborations between AI-generated influencers and brands have yielded impressive results:

• Lu do Magalu: In the past year, Lu has collaborated with 40 brands on Instagram, reaching over 39.9 million users and generating an estimated media value of $918,000. Lu’s audience swings slightly more female (65.8%). And, her audience is young, with 38.6% of followers aged around 18-24 and 32.2% of followers aged 25-34. A single branded post from “her” can cost as much as $20,000.
• Lil Miquela: Miquela’s partnerships with high-end fashion brands have not only elevated her status but also provided these brands with access to her engaged, youthful audience. Her collaborations are a testament to the seamless integration of virtual influencers in traditional marketing strategies. Miquela’s audience skews slightly more female (54%). 47% of her followers are between the age of 18 and 24, and 28% are aged 25-34. 55% of them are based in the US, and 62% of her followers speak English. A single branded post from “her” can cost as much as $10,000.
• Imma: By working with brands like Nike and Valentino, Imma has demonstrated the versatility of virtual influencers in representing diverse industries, from sportswear to luxury fashion. Imma  collaborated with 80 Brands on Instagram in the last 12 months and reached over  4m users with 49 Posts, 180 Stories and 6 Reels resulting in an Estimated Media Value of $94k. Imma’s audience is 57% female and 43% male.  Nearly half (48%) of her followers are aged 18-24. 78% of her followers are in Japan. A single branded post from “her” can cost as much as $10,000.
• Noonouri: By working with brands like sKims and Gucci, Noonouri is incredibly popular with younger audiences. “She” collaborated with 130 Brands on Instagram in the last 12 months and reached over  31.9 million users with 151 posts, 700 stories and 214 reels resulting in an estimated media value of $771k. Noonoouri’s audience is 67% female. Almost half are 18-24.She is popular in France, the US, Germany, Italy, and the UK. Over half her followers (51%) speak French, followed by English (25%). A single branded post from “her” can cost as much as $10,000.

Imma’s Keynote at CES 2025

Highlighting the growing influence of virtual personas, Imma delivered a keynote at the Consumer Electronics Show (CES) in 2025. Her participation underscores the increasing recognition of AI-generated influencers in the tech industry and their potential to shape future digital interactions.

Why Brands Should Consider AI Influencers

For marketers, PR professionals, and business leaders, partnering with AI-generated influencers offers several advantages:

• Consistency and Control: You can program virtual influencers to align perfectly with brand messaging, reducing the risk of unpredictable behavior associated with human influencers.
• Cost-Effectiveness: While initial development may be costly, virtual influencers do not require travel, accommodations, or other expenses typically associated with human influencers.
• 24/7 Availability: AI influencers can engage with audiences across different time zones without the limitations of human needs, ensuring constant brand presence.
• Innovative Engagement: Utilizing virtual influencers can position a brand as forward-thinking and tech-savvy, appealing to digitally native consumers.

Considerations and Best Practices

While the benefits are compelling, it’s essential to approach partnerships with AI influencers thoughtfully:

• Authenticity: Ensure that the virtual influencer’s persona aligns with your brand values and resonates authentically with your target audience.
• Transparency: Be clear with consumers about the virtual nature of the influencer to maintain trust and credibility.
• Audience Engagement: Monitor and analyze engagement metrics to assess the effectiveness of the partnership and make data-driven adjustments as needed.

The emergence of AI-generated influencers like Noonoouri, Imma, Lu do Magalu, and Lil Miquela represents a transformative shift in the influencer marketing landscape.

I predict more advertising and marketing agencies will soon develop their own virtual influencers in order to reclaim brand control over promoted content online. In the meantime, brands that want to connect with younger audience – especially with younger Millennials, GenZ and older GenAlph – should begin developing partnerships with these AI characters. I don’t see this trend going anywhere but up in the coming months.

---

Remember, AI won’t take your job. Someone who knows how to use AI will. Upskilling your team today, ensures success tomorrow. In-person and virtual training workshops are available. Or, schedule a session for a comprehensive AI Transformation strategic roadmap to ensure your marketing team utilizes the right GAI tech stack for your needs.