Endow

Companies are increasingly turning to virtual influencers—computer-generated characters that are endowed with a personality and deployed as social media influencers—in part because they’re easier to control than their human counterparts. Research shows that three-quarters of GenZers follow at least one virtual influencer, and up to 40% have bought something promoted by one. To be effective, influencers need to connect strongly with their audience, which poses an added challenge for those that aren’t real. A series of new studies finds a tactic that can help.