Summary of Key Points
Recently, AI stars have faced numerous setbacks in their debut: their endorsements of contact lenses were questioned when they claimed "it feels comfortable to wear them" (how can they know if it's comfortable without a physical body?); their roles in cross-over projects with other actors confused fans (are they characters or actual actors?); and their daily vlogs lacked the emotional connection that real idols have with their fans. The root of these problems lies in the industry's attempt to copy the marketing strategies of real celebrities. However, AI stars (which have no physical presence and are tied to specific storylines), virtual idols (with a digital facade and a real person underneath), and real celebrities (with a real identity) have completely different forms of existence, so their marketing approaches should naturally differ. For AI stars to be successful, they need to abandon the imitation of real celebrities and focus on developing their unique character personalities to enhance their emotional value.
Why Does Copying Real Celebrity Marketing Strategies Backfire?
AI stars that try to mimic real celebrities have made two major mistakes:
1. Illogical endorsement claims: For example, when Fang Taozǐ endorsed contact lenses and said "it feels comfortable to wear them all day," the issue arises because AI doesn't have a body to experience such sensations. Even if real celebrities might not actually use the product, AI cannot experience it at all, so consumers won't believe the claim. Moreover, if there are problems with the product, who will apologize? Since AI doesn't have a reputation, the team behind it will be the one to take the blame, and trust cannot be established.
2. Losing identity when separated from the storyline: Duan Yan and Rong Jiqiao were originally characters in the drama "With You in Deep Affection," and fans loved them for their tragic love story and obsessive depth of emotion. When the official decided to pair them up in a new drama, fans were confused: were they not real characters from the drama? Without the context of the story, AI characters lose their narrative and become like blank sheets of paper, losing all their appeal.
How Do the Marketing Strategies of Real, Virtual, and AI Stars Differ?
Real, virtual, and AI stars each have different ways of attracting fans:
- Real celebrities: Their core appeal is their "real identity." They can act in movies, participate in variety shows, and post vlogs, integrating their character experiences and career achievements into their personal stories, making fans see them as "living idols" and even project their own ideals onto them.
- Virtual idols: For example, voice-over hosts use a digital facade with a real person underneath. Although they can't act in physical movies, they provide emotional companionship through their voice, appearance, and personality (such as being a domineering boss or a gentle, older partner), and fans are willing to pay for this "virtual but warm" experience.
- AI stars: Their core appeal is their "storylines and strong character personalities." Fans don't love the AI itself but the emotional experiences the characters provide within the stories. Since AI doesn't have a physical body, they cannot exist independently from the storyline, which is both a weakness and a unique feature.
Do AI Stars Have Hidden Advantages?
Despite current challenges, AI stars have some advantages that real celebrities don't:
1. Longer lifespan: Real celebrities can age and face scandals (such as dating or making mistakes), but AI characters remain as they are in the stories. As long as fans continue to identify with the character, the AI star can exist indefinitely.
2. Greater room for trial and error: If marketing goes wrong (like a failed endorsement), fans will criticize the team behind it, not the AI character itself. Unlike real celebrities, who can suffer a major setback and potentially disappear, AI stars can be easily adjusted (changing their image or adding new storylines more quickly).
3. Pureer emotional value: AI characters have fixed personalities (e.g., always being deeply affectionate), so their emotional appeal remains stable, without the risk of a "crumbling identity" like real celebrities.
The Right Way to Market AI Stars
AI stars shouldn't try to copy real celebrities; they should follow their own path:
1. Stay within the storyline: Avoid daily vlogs and other unrelated content that fans find irrelevant. Instead, focus on the original IP by creating sequels or new stories within the same universe, allowing the characters to continue "living" in their own world and strengthening fans' emotional connection to the story and character.
2. Focus on emotional companionship: Fans want the emotional experiences the characters provide, not the AI star itself. AI stars can engage in interactive activities (such as chatting or helping with emotional issues) and co-creating the story, enhancing the emotional value.
3. Tailor endorsements to strengths: Avoid claiming personal experiences. For example, when endorsing clothes, say "This outfit matches perfectly with the character you admire"; when endorsing a phone, say "It helps you better follow the character's new story." Focus on the benefits the product offers in relation to the character.
In summary, the competitiveness of AI stars lies not in becoming another version of real celebrities but in giving characters from stories that would otherwise disappear a chance to "live on" in a new way. As long as the marketing teams take their time to refine the stories and character personalities, AI stars can find their place in the entertainment industry.