A South Korean influencer who does not actually exist

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On Instagram, Rozy has 135,000 followers. He comes from South Korea, is 22 years previous and advertises numerous style and sweetness manufacturers, but in addition talks about his travels to Singapore, Rome and Seville. Since logging on in 2020, she has participated in numerous digital style reveals and recorded two singles. Usually confused with an actual individual, she is South Korea’s first computer-generated “digital” influencer: her recognition amongst younger individuals is an efficient supply for corporations that select her to promote, however in a society obsessive about extraordinarily inflexible magnificence canons, she can also be raises some issues.

The pc firm that invented Rozy is named the Sidus X studio and developed it due to CGI (Laptop Generated Imagery), a expertise broadly utilized in cinema, tv and video video games that permits you to use pc graphics to create digital pictures and particular results. Generally the studio makes use of CGI to create your entire character of Rose, and others merely to implant her head into the physique of a human mannequin, comparable to in some picture shoots.

The character of Róża has gained good on-line remark due to social media, the place individuals managing her profile share moments from her “life” and work together with followers who typically deal with her and consult with her as an actual lady and never as a type of synthetic intelligence. Her Instagram profile is filled with images and movies the place she dances and sings, in addition to sponsored posts the place she acts as a reference for purses, perfumes and eating places; exterior the Web, you’ll find advertisements with it on TV, on billboards and in public transport.

Baik Seung-yup, CEO of Sidus X Studio, stated: CNN that now many South Korean corporations wish to use her as a mannequin, from style magazines to insurance coverage corporations to banks. In accordance with the analysis web site, Róża “can do something people cannot … in a really human type,” and that is one motive digital influencers like her are more and more influencing companies. and enticing individuals to sponsor, each in South Korea and elsewhere.

Her make-up is all the time flawless, by no means will get previous, and is unlikely to be on the middle of scandals or rumors. What’s extra, between design, implementation, and post-production, the time to create an advert publish or video with an influencer created in your pc is far shorter than the time wanted to supply an advert with actual individuals: from a couple of hours to a number of days.

Baik stated this yr the studio estimates that by leveraging his picture, he’ll exceed 2 billion Korean gained (equal to 1.5 million euros) in income. Quickly, Baik added, Rozy can even introduce its personal cosmetics line and its personal NFT (“Non-Fungible Token”), a certificates of authenticity that confirms the originality and uniqueness of the digital work.

Rozy is just not the one computer-generated mannequin to be so profitable on social media, and South Korea is just not the one nation to develop it.

Amongst others, the American mannequin Lil Miquela, who has over 3 million followers on Instagram and sponsors numerous well-known manufacturers, together with Chanel, Supreme and Prada, and Lu do Magalu, a digital influencer of the community of the massive Brazilian distribution community Luiza Journal, which regardless of being a lot much less lifelike than Rozy and Lil Miquel, has almost 6 million followers on the identical social community.

With 81,000 followers all the time on Instagram, Lucy is one other South Korean influencer created on the pc to promote Lotte House Buying malls: as occurred to Sidus X studio due to Rosa, Lucy’s recognition led IT firm to create a collection of gives from corporations and organizations from numerous sectors that wish to use it for promoting.

In accordance with numerous expertise consultants heard from CNNin South Korea, using “digital” influencers is profitable, particularly among the many youthful generations of people that spend a number of hours a day on-line, so it may be a great way to draw youthful teams of customers, particularly girls.

Nevertheless, the function of influencers like Roza has come to be seen as an issue, particularly as the businesses that design them are inclined to duplicate among the conventional magnificence beliefs that in South Korea – a extremely aggressive society – many are already making an attempt to attain with plastic. operation: high-quality silhouette, clear, blemish-free pores and skin, together with giant eyes, a small nostril, and fleshy lips.

As defined CNN Lee Eun-hee, professor within the division of shopper science at Inha College, is worried that computer-generated fashions might additional induce ladies who observe them to the need to attain unrealistic requirements of magnificence. There are additionally those that marvel whether it is moral to make use of their picture for promoting functions when customers usually are not capable of exactly distinguish whether or not they’re actual individuals or the results of using synthetic intelligence programs.

The businesses that handle the picture of Rosa and Lucy are inclined to dismiss this criticism, arguing that pc influencers even have a historical past and character, in addition to a pleasant look. Lucy, for instance, is “making an attempt to make impression on society” by telling her “life” and experiences to her followers on social networks, she stated CNN Lotte consultant; However, Baik claims that the Roses had been intentionally created with freckles and barely distant eyes “solely to indicate that you could be lovely even with no charming face based on the conference.”

Not too long ago, nonetheless, many South Koreans have tried to reject conventional magnificence fashions, for instance, with the ‘corset removing’ motion, which has been organizing exhibitions and actions since 2018 to steer girls to not settle for canons and demand on validity. with a special aesthetic look.

– Additionally learn: The disastrous marketing campaign of the Spanish authorities on the our bodies of girls on the seashore

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