AI Influencers and Virtual Creators: New Opportunities, But Brands Must Prioritize

Introduction: Beyond the Novelty

AI influencers and virtual creators are at the center of intense debate in the marketing industry. A virtual character can appear consistently, maintain an unwavering image, be designed precisely to fit a brand’s personality, produce content rapidly, and participate in social media campaigns, videos, and livestreams.

For businesses, this is highly appealing. Brands can have a dedicated “face” that isn’t restricted by human schedules, offers superior image control, and facilitates experimentation with new content formats.

However, opportunity brings risk. Do customers know this character is virtual? Is the content transparent? Is the character truly aligned with brand values? Who is accountable if the content triggers controversy? AI influencers should not be treated as a technological gimmick. They must be designed as a controlled, strategic component of your brand’s content ecosystem.

Why This Matters

Trust is the heartbeat of influencer marketing. Customers trust human creators because they perceive them as having real experiences, perspectives, and genuine relationships with their community. When shifting to a virtual character, the big question remains: how do you build trust?

An AI influencer might generate initial curiosity, but novelty alone cannot sustain a customer relationship. If the character is built with a defined role, personality, value-driven content, and transparency, it can become a powerful brand asset. If not, it becomes an empty layer of imagery.

The Changing Landscape

1. Blurred Lines: AI makes generating photorealistic images, voices, and scripts easier than ever. This opens vast creative potential but makes audiences more sensitive to authenticity. Transparency does not diminish creativity; it ensures customers understand the nature of the content they are consuming.
2. Defining the Role: A virtual creator should not exist just to make a brand look “modern.” They need a clear purpose: explaining complex concepts, representing a specific community, storytelling, providing digital experiences, or acting as a bridge for long-term campaigns.
3. Strict Control: While AI speeds up production, it must be matched by rigorous oversight. Brands must police the character’s “voice,” messaging, product claims, and reactions to social issues. A virtual character is still a representative of the brand; all content must be managed as corporate-level communication.

Digiverse Perspective: The 5 Foundations for Success

Before deploying a virtual creator, a brand must answer:

1. What is the role? (Education, entertainment, community building, or conversion?)
2. What values do they represent? (Do the personality and perspective align with the brand?)
3. What is the level of transparency? (How will we inform the audience about the character’s virtual nature?)
4. What is the approval process? (Who audits the content for risk and accuracy?)
5. How is value measured? (Are we tracking quality engagement, sentiment, and funnel impact rather than just vanity metrics?)

Implementation Framework: 6 Steps for Safe Experimentation

• Step 1: Set Objectives First: Define why you need a virtual character before focusing on the visual design.
• Step 2: Build a Character Profile: Define personality, speech patterns, roles, “taboo” topics, and relationship with the brand. The clearer the profile, the more consistent the content.
• Step 3: Establish Transparency Principles: Determine when and how to disclose that the content is AI-assisted. Honesty is the foundation of long-term trust.
• Step 4: Pilot with a Small Series: Start with a niche content thread (e.g., Q&A, tutorials, or brand storytelling) to gauge reactions before scaling.
• Step 5: Treat Content as Brand Communication: Every post must go through a human review process for accuracy, tone, and brand safety. Never let AI “auto-publish” without oversight.
• Step 6: Measure Quality, Not Just Volume: Analyze sentiment, brand recall, and lead contribution. If the character attracts clicks but creates no lasting value, adjust the role or pivot the strategy.

Implications for Businesses in Vietnam

Vietnamese social media users react quickly to novel trends but are highly sensitive to “fakeness.” AI influencers can grab attention, but they must be implemented with extreme care. Whether used as a tech expert for a tech brand, a study buddy for an educational brand, or a digital assistant for retail, the brand must never sacrifice trust for the sake of novelty.

Self-Assessment Checklist

• [ ] Do you have a clear purpose for the virtual character?
• [ ] Does the character have a defined role in your content system?
• [ ] Is the character’s personality/voice aligned with the brand?
• [ ] Do you have clear transparency guidelines for your audience?
• [ ] Is there an established content approval process?
• [ ] Are there strict guardrails on topics and speech?
• [ ] Do you measure quality engagement instead of just views?
• [ ] Is there a crisis plan for handling potential controversy?

If you answered “not sure” to many of these, you should not be scaling a virtual character yet.