Topic: The rise of CGI influencers and what it means for brands
Op-Ed
Media: Luxury Daily
« Everybody talks about “influence”. But no one truly knows its borders. Close friends are supposed to be more influential; but when it comes to solving a technical issue with your computer, don’t you ask Google? Niche influencers are supposed to be tremendously more powerful than influential blockbusters like Rihanna, but when it comes to experimenting with a new Fenty product, don’t you want it? Influence is a mess; and that’s why it’s so great to work on, for, with, against it: it can’t be automatized; its routes require strange chemistry. It can’t be totally earned nor marketed. The only thing we know is that a digital influencer is a person, a thing, who/which can generate change among one or more people. CGI do, not by stealing “real human beings” influence, but by providing another scheme. «
