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AI-generated avatars are further blurring the lines of reality as more realistic characters and animations are integrated into social media and digital platforms.
It is now possible to generate avatars in minutes using audio, images or videos and create content with hundreds of different backgrounds, clothes, tones and languages or gestures. But as a marketer, do you strive for realism or avoid the uncanny valley? They’re increasingly trying to balance quirky and realistic in avatar look and feel to strike the right tone.
The uncanny valley refers to the unease or negative response (that eerie vibe) we feel when we encounter something that seems almost human – but it’s unpleasant. Think of early forms of AI-designed generative avatars that look like a real person but have no eye movements, or a digital representation that looks exactly like an influencer but lacks natural movement or features.
If the avatar isn’t well-received by the audience, it risks being “inauthentic and superficial,” said Joseph Perello, CEO of creator marketing platform Props.
Today, brands and creators are still testing the use of chatbots and other avatars for campaigns, customer support and social media – as they fine-tune how to monetize them. Similar to augmented reality or metaverse experimentswe’ve seen marketers question use cases and revenue opportunities.
Experts also acknowledge that AI remains a delicate balance between making people feel uncomfortable and creating enough realism or engagement to engage them. Some companies are already cashing in on avatars and bots — though they’re not immune to controversy and brand safety issues.
“I think virtual influencers are already working,” said Amy Luca, global head of social at Monks. “Virtual influencers and moderated groups are already building monetizable audiences.”
Still, there’s a growing business case for using these artificial avatars: Imagine not having to manage individual talent or the expense of generating dozens of campaigns. Marketers could theoretically have complete control over the needs of creators and clients.
“[Our AIs] emulate the affinity of a trusted friend and tailor recommendations to each user’s unique preferences, such as hobbies, allergies and local favorites,” said Veronica Lin, head of brand and strategy at the company PalUpa new social platform for connecting artificial intelligence and people.
Some popular avatars already have a growing fan base, including virtual influencers Father Lopeza fitness and gaming enthusiast from Spain and a Japanese influencer Immawhich also has a pink bob cut. The Spanish agency that created Lopez reported that at one point she was earning up to $11,000 a month. But it remains to be seen where Imma’s career will go from there.
Earlier this year, TikTok announced plans to roll out AI generated avatars for brands and creators at Cannes Lions. Even brands, creators, and agencies are testing these avatars across training and education, social content, and enterprise use cases, like Publicis using HeyGen’s AI video generator to create 100,000 customized thank you messages to employees.
“We’re crossing the uncanny valley,” because it’s harder to tell the difference between real people and their avatars, said Adam Halper, chief product manager at HeyGen.
Founded in 2020, HeyGen offers several products for customization, such as creators and brands, and business users to create video avatars that can create a “digital twin” and clone your voice, virtual avatars created with a challenge, or interactive avatars that they can interact with people based on whatever knowledge you give them, Halper explained. It takes minutes to create dozens of pieces of content with a single avatar, and is used by corporate and individual creators in a wide range of applications, from fitness training to educational and internal videos.
However, Halper acknowledges that the platform’s voice cloning feature could be improved, as it’s one of the main complaints they get from users who feel the avatar doesn’t sound like them or comes across as “monotonous”. HeyGen is also working on additional features that give users more flexibility in controlling their avatars’ poses and clothing. However, audio has been uniquely challenged for AI as the technology is still struggling to get the voices right.
However, Perello also thinks it remains to be seen whether younger generations will gravitate towards these AI avatars in the long term. “These digital creations, while technically impressive, often lack the real human connection that resonates with audiences… and Gen Z in particular is adept at spotting artifice and prefers real content from real people.”
As such, the second approach of using virtual avatars that look more cartoony can work – avoiding the uncanny valley altogether. Some of the popular VTubers, or virtual YouTubers, are online creators who generate tens of thousands of views per Statesman. Some of them are also active on streaming platforms like Twitch and Kick. One of the biggest VTubers, Japanese channel Miko is another pink-haired character created by Hololive Productions, a Japanese virtual YouTube agency.
Motoaki Tanigo, CEO of Japanese entertainment company Cover Corporation, which operates Hololive, describes VTubers as “[combining] the character and personality of the person behind them… VTubers are more like real content compared to fictional content like anime or games.”
So maybe the trick is finding the right mix of visuals, sounds and editing to achieve the avatar effect you want, whether it’s a human-voiced alien or a life-like human AI that sounds like a robot with a German accent. — with neon pink hair, of course.