A growing acceptance of digital cultures, rising interest in the metaverse and lower barriers to creation may lead to a tipping point in the adoption of virtual influencers (VIs) in 2022, a new WARC Exclusive predicts.

Why it matters

Brands must adapt existing means of communication and engagement to continue resonating with younger generations of consumers that crave authentic and intimate online experiences. Virtual influencers may not offer a magic bullet, but they have the potential to help brands achieve that.

A potted history

• Virtual popstar Kyoko Date, created by a Japanese talent agency in 1996, is considered by...