- Computer-generated imagery (CGI) is getting better and becoming more accessible to people who want to try out 3D art for themselves. Thanks to technological advances, CGI influencers like Miquela, Bermuda, and Shudu now exist on social media — and the trend is growing.
- Although they've been around for a couple of years, it's still unclear why CGI influencers — who visit coffee shops, go to yoga, and even record music and model designer clothes — exist, or where the industry could go.
- One concern is that they could take jobs from real models. Another is the fact fake people don't necessarily have to follow the same rules in terms of sponsored content that real influencers do — a loophole brands could use to their advantage.
- For now, CGI influencers are a novelty, because it's still fairly clear they aren't real. But as the technology gets better and better, it may become less obvious. Some media and marketing experts find this concerning.
- On the one hand, people who are unaware of the trend are open to be manipulated by a new wave of marketing. But on the other, CGI technology is opening up an art form with which young people can express their creativity in a new and exciting way.
"Congrats @travisscott on the premiere of #lookmomicanfly," Instagram influencer and artist Miquela wrote on one of her latest posts, apparently after attending the red carpet premiere for the rapper's new Netflix series. "I laughed, I cried, I almost fell out of your jet."
Miquela, who goes by @lilmiquela, has racked up 1.6 million followers on Instagram since she materialized out of thin air in 2016. As soon as she appeared, her posts were met with intrigue and questions about her robot-like appearance.
The truth is that despite Miquela being dubbed one of the 25 most influential people on the internet by Time magazine in 2018, she isn't really an influencer, a musician, or a model. She can't be, because she's a digital image.
The influencer market is huge and lucrative. According to a study by InfluencerDB, $5 billion was spent on Instagram influencer marketing in 2018, and the trend only continues to rise. The report estimated that 39% of all of Instagram's accounts are run by influencers. Considering there may be a billion active users on the platform, that's a lot of influencers to compete with.
So it makes sense that with the rise in both quality and accessibility of 3D imaging and computer-generated imagery (CGI) technology, digital figures would come for a piece of the action.
Miquela is the most prominent character in a group of "CGI influencers." She is described in her Instagram bio as a "musician, change-seeker, and robot with the drip." Her photos portray an enviable lifestyle full of high fashion, recording studios, and celebrity hangouts. She collaborated with Baauer on one of her songs "Hate Me," and has several other tracks on her Spotify profile with 300,000 monthly listens.
But while she is pictured hanging out with actual people in the real world, and now even seems to be "dating" a genuine human man, it does beg the question why anyone would take her word for what clothes to wear or which restaurants to visit, because her experience of physical reality is zero.
CGI influencers are an interesting novelty for brands
Jo Bromilow, a digital consultant for Newgate Communications, told Insider she could see many reasons why brands would find using a digital influencer compelling.
"Number one obviously being the novelty of it," she said. "A brand launching a new line isn't as easy a headline-generator as it used to be, but a brand being the first to work with a digital influencer or model is a much more intriguing media angle."
Miquela, for example, appeared in a Calvin Klein commercial where she made out with Bella Hadid. It confused some people and angered others, like Arwa Mahdawi, who described it in the Guardian as "late-capitalist hell" and "a rather terrifying glimpse into the future."
According to Jamie Love, the CEO and founder of Monumental Marketing, brands probably aren't so worried about the ethics. He told Insider that pairing up with CGI influencers can potentially be more convenient because it means skipping the human side of things.
"By this I mean that influencers are busy people who don't necessarily have a business or marketing background and, like all humans, are bound to make mistakes… as humans do!" he said.
In the marketing industry, influencers can be very difficult to work with, he said, posting photos at the wrong time, not tagging the relevant campaign or account, or forgetting to do it altogether.
"With that in mind, I'm not surprised when brands are choosing to go down the CGI influencer route," he said. "It eliminates most human errors and allows you to be more direct with expectations and have more control over the campaign."
The only problem with that, according to brand consultant Brandon Relph, is there will come a time where technological advances will mean CGI characters are quite easy to replicate.
Buzz Carter, a digital marketer at Bulldog Digital Media, told Insider that many of the CGI influencers he's seen crop up over the past couple of years seem to be almost "a satire of social media and 'fake it till you make it' culture."
"There isn't really much difference between a real person and one of these CGI accounts," he said. "If the interaction and trust is there, a campaign with lil Miquela should be as effective as one with any other influencer."
It's also potentially a lot easier, he added, because CGI influencers don't have to be flown out for photoshoots with their hair and makeup stylists.
There's one theory, for instance, that Miquela is a digital version of the British model Emily Bador, who has acknowledged how similar they look in the past. When Miquela was asked in an "interview" with YouTuber Shane Dawson about their physical resemblance, she said in a broken, automated sounding voice: "Oh my gosh I wish I was. She is so cute."
Three of the most well-known CGI characters are made by one company
It's also easier to control the narrative around a digital character, like their political stances and potentially controversial opinions stated on social media, which brands usually can't.
For example, Bermuda, another CGI influencer with the Instagram account bermudaisbae, was created by the same company as Miquela — Brud.
Bermuda was originally created as a white, blonde Trump supporter. Rather than waiting for influencers to have the chance to express views that are considered unpalatable by some, Brud cut out the middle man and made a character that was provocative from the start.
Blawko, also made by Brud, is the male counterpart to Miquela and Bermuda. He has a YouTube channel where he discusses topics like "how to be friends with your ex" and "how to tell your parents you're attracted to robots."
Creating characters means having complete control over their narratives
Brud seems to use its characters a bit like a reality TV show, having them interact, hang out with each other, and even fall out.
A feud was manufactured between Miquela and Bermuda to ramp up the mystery and intrigue in 2018, where Bermuda "hacked into" Miquela's Instagram account and deleted all her photos.
After gaining control back, Miquela appeared to have an existential crisis, and posted a long message about how she now knew the "truth" and that she was "not a human being."
Since then, the characters seem to be leaving their complicated pasts behind them. Their feeds now focus on posting more influencer-appropriate content like visiting hip locations and keeping up with pop culture references.
Blawko describes Miquela as his "best friend" and Bermuda as his "ex" in his videos and Instagram posts, but for the most part, the ambiguity of their relationships towards one another are left to followers' imaginations.
"CGI influencers are an enigma," Hayley Smith, the owner of Boxed Out PR, told Insider. "The people behind them are often shrouded in secrecy and many of them have agents."
She said while real people have to cater to specific audiences, digital characters have the advantage of being interesting to everyone.
- Knox Frost is a mysterious 19-year-old CGI man with 769,000 followers who "lives" in Atlanta. A Reddit thread hilariously runs through someone's journey of trying to work out whether or not he is real.
- Noonoouri, with 310,000 followers, is a "digital character," "activist," and "vegan" who has advertised KKW Beauty. She told Vogue Australia: "I am in between urban and luxury — I like opposites but always quality. I am a quality-driven girl."
- Lightning, a heroic figure in "Final Fantasy," was used in Louis Vuitton's Spring-Summer 2016 collection. "(Ghesquière) changed the way I see myself," she said in Dazed. "Perhaps I'm finally learning who I truly am."
Brud is an incredibly secretive company. The only information about the company available online is this Google doc and an Instagram account with three photos featuring its CGI "clients," and representatives refused to answer any questions when contacted by Insider.
"Things succeed on mystery," Relph said of the company's covertness. "If you know who's really behind it it's not as fun."
He likened it to the egg that became an internet phenomenon earlier this year by becoming the most liked Instagram post of all time. Taylor Lorenz reported in the Atlantic that brands were rushing to sponsor and monetize it before it "cracked."
"It was like, who's behind the egg?" said Relph. "It went on for a long long time, then they decided to out themselves in some way. That was really smart."
But other creators have taken a more upfront approach. Cameron-James Wilson, for example, is a fashion photographer turned 3D artist. He created the "world's first digital supermodel" Shudu, and now has seven characters in total at his digital modeling agency The Diigitals.
The trio of Digital Beauties; Shudu, Zhi and Margot. . . Created by @olivier_rousteing and #cameronjameswilson @cjw.photo for @balmain in collaboration with @_sunshineco . . Clothing perfectly captured and recreated entirely in 3D by @itsclo3d ensuring true to life fit and form. . . Bag chain 3D sculpting by @mimic_productions . . I would to thank the countless number of people involved in this incredible project that spanned months and hundreds of hours to showcase the power of technology in this exciting new digital era. . . #shudu #margot #zhi #3Dart #thediigitals #digitalsupermodel
Wilson told Insider he was inspired to create Shudu from a barbie doll, and since he posted the first photo of her in 2017, her image has gone viral several times, including an image inspired by Rihanna's Fenty makeup range.
But while her image is so realistic it has tricked many people, Wilson thinks it's important that he is as clear as possible that Shudu isn't a real person.
"People are going to be confused sometimes, and you just have to be there to make sure they're not," he said. "There is the possibility it's conducive to tricking people, and I want people to be aware of that."
Some people have expressed concern about Shudu
Nearer to the beginning of his career, Wilson would gauge the quality of his work by how many people thought Shudu was real. For a 3D artist, someone not being able to tell is a huge compliment of your skill.
"When it got to a point where the majority thought she was real, I was like, ok, this has gone on long enough," he said. "I've proven to myself it's not just a one-off image. That's when I knew it had to be not ambiguous and very clear cut."id="495ea9fb-35d4-4b31-9840-7dbc3446f478" style="width: 540px; height: autopx;" class="instagram mceNonEditable">Instagram Embed:
But even though he's transparent, Wilson still receives criticism for Shudu. Some people also expressed concern about what it means for real people working in the sector, including models and photographers.
Some have also pointed out that while Shudu is a black woman, Wilson is a white man, and his 3D creations could mean that modeling work is taken away from real women of color.
"I think any artist that creates any kind of art of any value is going to face criticism," he said. "I can only speak from my experience, but I do work alongside real women to create some of my art pieces, and they have been very happy with the credit and payment they have received."
Wilson said while real models may not be needed for certain jobs, so many more opportunities are opened up for 3D artists in the process, so it's a balance.
A similar criticism could be made for whoever Miquela is modeled on, and whose voice is actually singing her songs. If the creators are happy with the credit they receive, then it's a bit like ghostwriting for the digital age.
Bromilow, however, thinks digital influencers set a dangerous precedent, because she believes it's going in the opposite direction to the current body positivity movement that's in fashion.
"On the one hand, you have brands working with 'older' models or plus-sized ones," she said. "And on the other you have brands working with CGI'd images of women that can be built — not dieted, styled or molded, literally built — in whatever image the brand desires."
The most beautiful thing about the ocean is the diversity within it 🧜🏿♀️🐠🦀 . . I was really inspired by the work of @micahblacklight and his ‘Court of the Diverse Mermaids’ adult colouring book (you should check it out!) . . I modelled this scene inspired by Maracas Beach in Trinidad, where I had the pleasure of shooting a few years ago. I used a HDRI captured at my local beach during sunset to provide the lighting, and some subtle under lighting in the ripples of the water. . . #shudu #3Dart #fantasy #mermaid #3D
Wilson said he's a big believer in body positivity, but as he sees things, the fashion industry is still very polarized. He believes some of the cricisism he receives about Shudu can be argued for the modeling industry as a whole.
On the one hand, there's a massive call for more diversity and inclusion, while on the other, people still worship heavily edited photos of influencers and celebrities — many of whom have also had plastic surgery.
"It's like, what do people actually want?" he said. "One thing I will say is if you look at Shudu she's kind of natural in her appearance. She doesn't wear tons of makeup, and her hair is short and natural. So although she is completely fake, there is this natural and authentic look to her."
Another of Wilson's models, Brenn, is more curvy and has visible stretch marks on her skin. He said he wanted to make her "to show that 3D models aren't all about barbies and they can represent reality."
"I want people to know that and I want people to feel included in that space," he said. "So as much as they might criticize Shudu, I can always say it's for everyone."
The lines between reality and fantasy should be clear, not blurred
Wilson likes to maintain a certain aura of fantasy, and arguably so do Miquela, Burmuda, and Blawko. But Brud's creations also blur the lines.
Miquela has made music with several famous DJs, including Baauer, is pictured with real people in real locations, and advertises restaurants and clothing brands. Bermuda buys iced coffee, has acupuncture treatments, and wears Spanx.
"With CGI influencers the user can't aspire to be like them in the same way they would with a real human, nor can they be friends with them," said Love.
"It then raises the question as to why these CGI influencers are as followed as they are, but most importantly who are they followed by?"
Understanding their audience, he said, is key to unlocking the true use of these accounts.
Love added that current advertising guidelines are very much focused on human influencers and there is no mention of CGI influencers. FTC guidelines state that influencers have to make it clear whether their social media post is sponsored or not — a rule that does not seem to be universally followed by the digital influencers.
"Brands could therefore benefit from this loophole to have their sponsored content appear more authentically in people's feeds," he said. "The influencer industry is expected to be worth $20 billion by 2020 so it's critical that the relevant authorities regulate all advertising."
Carter said it's a bit all up in the air at the moment about who is in charge of those rules around sponsored content from digital influencers, but he can definitely see avatar-specific regulations coming into play in the next few years.
"In terms of 'would you buy' from a CGI avatar, I'm not sure how it would work with beauty products, cars, and health drinks," he said. "But for fashion, I can see people buying products due to their influence. If they look good on a GCI avatar, they should look good on a person, right?"
"It's not going to be long before me or you could do the same thing," said Relph. "And I don't know if it's necessarily a good thing."
We don't live in a perfect world, and CGI influencers are a part of it
Ralph said in an ideal world, people would only use technological advances for good, but we obviously don't live in that world. There will also probably will come a time where it's incredibly hard to tell whether CGI influencers are real or not — something brands will inevitably take advantage of.
"At the moment they kind of look real but not real," Relph said. "Your brain can still go, that's obviously not a human. We can see that. And that's the novelty of it at the moment."
Miquela has 1.6 million followers, so that's at least 1.6 million people in the world who are aware that when she posts an Instagram photo of her attending a yoga class or trying out a new coffee shop, her recommendation isn't exactly genuine.
But for every person who is unaware of the growing trend, that's one more person open to be manipulated by a new wave of marketing. In the future, we'll all have to be a little bit more vigilant, Relph said.
"Once the technology evolves, they are more likely to be used in a negative way, and then maybe it's not so much of a fad anymore," he said. "Maybe we need to start really questioning what we're seeing on our screens."