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Fake Personalities, Real Impact: The Rise of Virtual Influencers — McGill Business Review

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As social media plays a key role in daily life, brands are turning to influencers — and in some cases, virtual ones — as trusted marketing partners to reach consumers. Read more about the rising popularity of virtual influencers and the ever-growing industry in Sophia Huang's article.

Fake Personalities, Real Impact: The Rise of Virtual Influencers Merely two decades ago, the word influencer had yet to enter the marketing lexicon. These days, influencers command a significant portion of advertising efforts around the world, and current projections indicate that brands will spend up to $15 billion on influencer marketing by 2022. Influencers possess a unique ability to appear authentic while simultaneously generating aspirational feelings, allowing their advertisements to operate similarly to word-of-mouth marketing, but on a significantly larger scale. However, while relyin

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