In the era of the digital economy, digital marketing is an essential element for the communication and marketing of brands. Today, this phenomenon has a new and powerful tool: virtual influencers.
Virtual influencers are digital characters, created through computer-generated images, who have a defined personality and a first-person view of the world, which are featured on social networks to interact and influence the perception of brands.
The dizzying advances in generative AI make it possible to create virtual characters that can interact with audiences organically and effectively, becoming perfect ambassadors for brands and products. Virtual influencers such as Lil Miquela, Lu de Magalu, and Nonoouri, among others, amass millions of followers and sponsorships with the world’s biggest brands.
This panel will address the intellectual property, legal and ethical challenges presented by these new digital marketing tools, as well as the challenges that arise in practice when it comes to protecting these figures, as well as negotiating contracts for the use of virtual influencers in digital marketing.
