Gamers are used to spending on virtual goods to customise characters and unlock additional content, but how would they feel about IRL brands existing in these environments? As fashion labels seek to capture the next generation of luxe shoppers, how can they engage gamers in an authentic way?

Amid growing distrust of online influencers, ‘authentic’ virtual stars are showing signs of taking their place. Testing the waters in this space,The Drumhas created a character named Floresta to show how computer-generated personalities can be used as a force for good.

Younger Chinese consumers are no longer turning to advertisements to help them shop – they’re listening to each other instead. Shanghai-based app Xiaohongshu (Little Red Book) is harnessing social commerce and changing the way luxury consumers learn about products online.

With her flawlessly rendered appearance and dramatic digital narratives, virtual influencer Lil’ Miquela has been challenging ideas of authenticity on Instagram since 2016. Why are brands and social media users embracing these CGI celebrities and could they ever replace their human counterparts?