Metaverse humanoids could serve as potential communication tools for brands and could partner with human influencers to create valuable content, according to SIA, Thailand's first virtual influencer agency.
SIA is behind the creation of Ai Ailynn, a virtual brand ambassador of Advanced Info Service, the country's biggest mobile carrier by subscriber base.
An SIA executive, who requested anonymity, told the Bangkok Post that rapid tech development allowed for new kinds of marketing on digital platforms, while influencers have a great deal of impact on consumers' decisions.
The pandemic has caused a lot of limitations for human influencers but it provided a crucial opportunity for virtual influencers to emerge, such as Ailynn.
"Ailynn comes from the metaverse, which combines real, surreal and virtual worlds," said the executive.
According to the executive, foreign virtual influencers have received a fair amount of interest.
"Ailynn is proof that Thais also have skills in this area," the executive said. "As we continue making stuff, we hope to inspire Thais to be bold and make something new."
According to the executive, Ailynn's character is all from the imaginings of the company's team.
"We brainstormed to create the Ailynn you see today, with the guiding concept that 'this is what people in the metaverse will be like'."
At present, influencer marketing in the country is flourishing.
The value of the country's influencer marketing is expected to reach 2.1 billion baht in 2021, accounting for 9.1% of 23 billion baht in online media spending, according to Mindshare, a leading marketing and media network under media agency Group M.
The executive pointed out that the success of virtual influencers and human influencers is different, and their varied abilities cannot be compared.
They have different charms and capabilities, the executive said, adding it would be good if virtual influencers and human influencers could work together to create interesting and valuable content.
"With Ailynn's unlimited enthusiasm and abilities, we have the hope that we can co-create with different partners without an emphasis on brand category or any particular product, as we don't want to limit ourselves," the executive said.
"In the future, we will base our considerations on whether a brand gives us the opportunity to create and communicate life purpose to Thais, at a time when tech is a crucial tool."
According to the executive, new knowledge, metaverse humanoids, and the capability to produce new products and services would create enormous opportunities for various industries, such as modern retail, in terms of online-to-offline approaches, as well as gaming, human resources and organisational development.
