Marks & Spencer has created a ‘virtual influencer’ to “bring product ranges to life” through its Instagram account.
The influencer, called Mira, has joined the real-life M&S Insiders, a 13-strong team drawn from the retailer’s staff who seek to inspire shoppers and share product ideas.
The initiative, using technology such as CGI and computer vision, is thought to be a UK retail first and was put together in partnership with creative tech agency Happy Finish.
The launch follows research that revealed one in four people in the UK say they are influenced by social media to buy clothes.
Through Mira, Marks & Spencer said it “will be able to experiment by responding to trending conversations at pace and be agile with how and when content is captured”.
“Creating a virtual influencer also gives M&S the opportunity to connect with a younger audience and build a community with a demographic that is interested in this new form of technology,” it added.
M&S director of marketing for clothing and home Anna Braithwaite said: “We are excited to welcome Mira – UK retail’s first virtual influencer – to our M&S Insider family.
“Her introduction is just the latest example of how M&S has become bolder in experimenting with emerging technology and trends to inspire our customers – whether that’s our Live Shopping events or our expert online consultation services, such as digital bra fit.
“A virtual influencer means we can be more fleet of foot in live trends/conversations and opens possibilities in both the physical and virtual world in the future.”
Mira’s debut came as M&S launched its first dedicated live shoppable Christmas series on M&S.com. The series will run on Thursdays at 6pm with guest presenters covering themes such as what to wear and value-for-money gifts.
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