Brands Are Creating Virtual Influencers, Which Could Make the Kardashians a Thing of the Past

But brands could face legal troubles along the way

Shudu Gram is a digital model who rocks Fenty Beauty lipstick. Miquela Sousa is a computer-generated influencer who supports Black Lives Matter and advertises for Prada. Instagram: @shudu.gram, @lilmiquela

We all know that spokespeople and endorsers can be erratic. Wild antics can generate negative PR and damage brands. What if you could eliminate the threat of a spokesperson going rogue while still tapping into the massive influencer audiences? Although swapping the Kardashians for virtual influencers might sound like a dream come true, the reality is that virtual influencers and their creators bring their own set of PR and legal challenges.

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Heather Nolan is a partner with InfoLawGroup LLP.
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