Where Do AI Influencers Fit In? Sheer Luxe Defends Its Use of New Virtual Influencer

Do AI influencers have a role to play in marketing? 

That is the question on everyone’s minds. Especially this week, on Sheer Luxe’s. 

The brand has found itself in the midst of an Instagram-led disaster after audiences were enraged by its new AI influencer. 

Why did audiences respond so negatively to the effort, and how can brands create AI influencers that consumers actually like? 

Read on to find out more. 

SHEER LUXE AI INFLUENCER CONTROVERSY 

Popular online lifestyle magazine Sheer Luxe has recently found controversy after it introduced the world to its new AI generated editor, Reem. 

Joining in on the trend of AI influencers, Sheer Luxe’s Reem was depicted to be a new member of its fashion and lifestyle editing team. Sheer Luxe debuted the character on its social media, with a tongue-in-cheek post that showed off Reems headshot, what is in her handbag, and her go-to salad for lunch. 

The post was lighthearted and fun, communicating a certain excitement from the Sheer Luxe team about their new toy. The internet, however, was not impressed. 

Within hours, the post was flooded with 1,300 angry comments from disappointed consumers. The resounding response was one of annoyance and confusion at Sheer Luxe’s decision to generate a new team member rather than hiring one. Specifically, a woman of colour. 

Sheer Luxe has come under fire for lack of diversity in the past, with consumers critiquing the brands predominantly white team and seeming lack of care on the issue. For the brand to then turn around and generate a woman of colour, rather than simply hiring one, left a supremely bad taste in consumer’s mouths. 

Women of colour are already severely underrepresented in the beauty and fashion industry, as well as the workforce as a whole. On top of this, Reem seems to be deliberately crafted to be racially ambiguous; even her name cannot be specifically tied down to any one place. 

Consumers were infuriated by Sheer Luxe’s decision to depict a woman of colour, but to purposefully make her more “acceptable” by Western beauty standards. Rather than championing the beauty of women outside of the restrictive Western beauty “norm”, Sheer Luxe played directly into it. 

The backlash against Reem was so severe, that the Sheer Luxe team took a day off work to deal with the damage. They returned with a typical Instagram apology post; a black screen filled with corporate-appropriate language. 

In the apology, Sheer Luxe claimed that consumers were simply frustrated by Reem as Sheer Luxe had not explained her properly. The brand went on to clarify that Reem was not taking the place of any human nor compromising any jobs. She is simply there to provide recommendations for consumers on areas such as fashion, travel and beauty. 

In terms of Reem’s appearance, Sheer Luxe clarified that she had been created with assistance from a Middle Eastern AI imagery creator, and that “is reflected in her likeness”. 

Ultimately, Sheer Luxe’s apology drove home the point that Reem was simply its effort to engage with AI and be a part of the future. 

@charlierterry

The @SheerLuxe big news! 🤖 #reembot #sheerluxe #ai

♬ original sound – Charlie Terry

Consumers were once again disappointed by Sheer Luxe’s attempt to smooth over the situation. Users were frustrated that the brand reduced their anger to a mere misunderstanding over Reem’s intent. They hit back, claiming that their disappointment was more extensive and important than a simple lack of communication. 

Since the controversy, Sheer Luxe’s Instagram account has lost thousands of followers in mere days. Its comment sections continue to be flooded with angry comments from consumers demanding the brand to do better. 

It may be some time before the brand regains its audience’s trust, especially on the front of AI and diversity. 

Sheer Luxe is not the first brand to find itself in hot water as a result of AI. Famously, Marks and Spencer released a virtual influencer in 2022, and were driven to end the project within days due to anger from their audience. The influencer, Mira, reached a grand total of six Instagram posts before backlash forced the brand to shut down her account. PrettyLittleThing also found itself in the same situation just two years ago, when its own AI influencer was met with disappointment from fans. 

@aliceisgratified

I just.. no words. How about not making a fashion editor out of a non-tangible thing that CANT WEAR CLOTHES (and the rest) #sheerluxe #blackmirror #influencermarketing #aiinfluencers #wtf #socialmedia

♬ original sound – Alice – Creator Marketing

Evidently, audiences have ample apprehension about AI influencers. So far, no brand created AI influencer has been able to crack the Western market. 

So, why do brands keep trying? 

Brands are driven to the virtual influencer space by a desire to innovate. Staying on trend and ahead of the curve is essential in today’s competitive climate, hence driving brands to test the waters in areas such as AI. Many stand alone virtual influencers have become quite popular on Instagram as well, likely proving to brands that consumers are ready for this kind of technology. 

Yet, these popular AI influencers are often not connected to or representative of a brand. As such, they do not feel like a ploy to get consumers to purchase more. Influencers such as Reem, however, feel like a marketing tactic to audiences, and thus come off as disingenuous. 

Thus, is there a future for AI influencers from brands? Yes, but tread ever so carefully. 

THE FUTURE OF AI INFLUENCERS 

The question of AI influencers in marketing has been plaguing brands and marketers alike for the past several years. 

How can brands engage with this exciting new venture, but ensure that they do not alienate their audiences in the process? Ultimately, it all comes down to honesty and communication. 

In Sheer Luxe’s case, a major issue was the lack of communication between the brand and its audience. Consumers were left wholly confused on who Reem was, her role, and her intent. This left them assuming that she was intending to replace human creativity, which goes against consumer desires. 

@screenshothq

Lifestyle company Sheer Luxe has hired a new fashion and lifestyle editor, and she’s AI-generated. The company has previously faced criticism for predominantly hiring middle-class white women. This new AI bot, designed as a Middle Eastern woman, raises concerns that minorities may still not be genuinely represented. What’s your take? #sheerluxe #ai #fashion #lifestyle #officetakes #tiktokviral #fyp

♬ Nasty – Tinashe

Of course, one must not forget that the biggest flaw of Reem was her design. Brands seeking to get involved with AI influencers must do so thoughtfully. Do not simply create a woman of colour rather than hiring one. Ensure your workplace champions diversity from top to bottom first, before branching out. Think carefully and sensitively about your virtual influencers appearance, so as to not communicate a lack of empathy for your consumers. 

Moreover, AI influencers are most successful when they have a point of interaction. Audiences have proven that they are open to personally experiencing AI technology, but they are not yet ready to completely suspend their disbelief to the point of being directed by a virtual persona. As in, consumers are not yet ready to buy products based on a robot’s recommendations. 

Instead, consumers are seeking virtual influencers that they can engage with across multiple points, such as in store, as a chat assistant, and other more simple areas. It may be some time before consumers are ready for the likes of Reem. 

Ultimately, Sheer Luxe well and truly missed the mark with Reem. The brand’s lack of diversity and careless thinking that produced the AI influencer drove consumers away, rather than drawing them in. 

The future of AI influencers in marketing hinges on brands finding a way to use the technology to connect with consumers, rather than alienating them. Above all, brands must listen to their audiences, and understand whether an AI influencer is in line with their wants and needs.  

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@sociallypowerful