AI-created avatars could turn users into the new star influencers

In 2024, Meta and Snapchat launched new features that allow users to create realistic digital avatars based on their photos. The tools, called ‘Imagine for You’ and ‘My Selfie‘, aim to change the advertising landscape on social media by creating digital versions of users who can act as influencers by providing product recommendations in a more engaging way.

This strategy is supported by research showing that watching someone use a product lowers barriers to purchase and increases trust in recommendations. In this way, these virtual avatars can surpass the effectiveness of traditional influencers by creating a more intimate and immediate experience. They also use historical data and user preferences to fine-tune and personalise advertising messages.