CGI models are having a moment in luxury fashion right now, but it’s up for debate as to whether they hold true value for the brands embracing them, according to the latest episode of the Innovators podcast by TheCurrent.

Co-hosts Liz Bacelar and Rachel Arthur, who discuss various technologies pertinent to the industry every month on this show, bring opposing viewpoints to the table.

CGI or virtual models have been used in fashion advertising campaigns to an increasing degree over the past few years, with big name brands including Louis Vuitton, Prada and Balmain all employing them. Some of those involved, including one called Lil Miquela, and another named Shudu, have generated enormous buzz and impressively large social media followings as a result, as though they were indeed influencers in their own right.

Most recently, Lil Miquela featured in UGG’s 40th anniversary campaign, blending in seamlessly alongside two real-life influencers as though she were a natural part of the cast. For the unsuspecting onlooker, it’s not immediately clear she’s not.

One of the questions raised during the episode is whether such a move is merely about gaining from some of the hype such models currently present, or if they can in fact drive ROI for the brands making use of them long term. Rachel presents some interesting statistics that show how engagement of for CGI remains significantly lower than any example of a ‘human’ influencer, but Liz counters that view with the argument that what we’re looking at here is a form of artistic expression.

The duo also dive into what such flawless representations of women mean for beauty ideals in the era of fake news we currently live in, as well as the notion that we may all have a CGI or avatar version of ourselves in the future, not least the real life influencers who could ultimately gain increased revenue opportunities for themselves, even posthumously.

Catch up with all of our episodes of the Innovators podcast by TheCurrent here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by TheCurrent, a consultancy transforming how consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.