Ever heard Ronaldo promoting Nike in fluent Chinese? If you haven’t, 2024 is about to change that.    

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Since influencers’ inception, brands have raced to discover new voices and form deeper emotional connections with consumers. Today, we’re seeing a new trend emerge: digital doubles. For now, the AI-powered likenesses are in the experimental stage, but we can expect that to change come next year, as Meta’s chatbots and YouTube’s Dream Track expand.  

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If you look at the number of celebrities today who are creating products, brands, and e-commerce stores as an extension of their social media reach, it’s clear to see how AI twinning will become just another facet for digital engagement.

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That said, as an offering still in its infancy, brands will need to sail into the unchartered AI waters with caution – establishing a safe space for companies to develop guardrails and shaping a clear narrative around the chatbots’ purpose. To entertain, to interact and ultimately, to have fun.