Virtual AI models: the future of advertising or a passing trend?

Virtual AI models are a consistent "face" of a brand without the cost of shoots, modelling and logistics. For fashion, cosmetics, accessories and online stores they are extremely tempting — but the question is whether this is the future or just a trend.

In terms of possibilities the advantages are clear: consistency across campaigns, unlimited availability, any languages and formats, and costs that cannot be compared with classic production.

There are limits too. A virtual model will not replace the real community and authentic relationship that real creators build. It works best as a complement, not a replacement for the whole strategy.

Ethics are key. The viewer has the right to know they are looking at AI content. Clear labelling builds trust and protects the brand from reputational risk.

Our view: virtual models are here to stay, but the brands that win will be the ones that use them transparently and with clear intent — not the ones merely chasing a trend.