Marks and Spencer has created an innovative new way to advertise its clothing ranges by using a virtual clothing insider. However, it has not gone down well with some shoppers who are calling the assistant a little "creepy".
In a UK first, M&S introduced shoppers to its first ever virtual clothing insider Mira, which stands for Marks & Spencer, Influencer, Reality, Augmented. Developed using a combination of of photography, cutting-edge CGI and computer vision, Mira is part of M&S' example of testing and trialling new technology to reach and inspire its customers.
The virtual influencer was first introduced to M&S shoppers earlier this morning after the retail chain shared a snap of Mira modelling a black and white printed co-ord suit from its new autumn/winter collection.
And some shoppers have not held back on how they feel about Mira, with many being angry at the retailer for replacing real human models with a "creepy" version that has left them feeling a bit disconnected.
One shopper slammed M&S saying: "Please continue to use human models that represent the diverse range of faces/bodies/skin colours/disabilities that you find in your real life customers. Using computer generated 'models' leaves me cold and switched off to your brand."
Another wrote: "So creepy and wrong on all levels. What a clanging error and gross misjudgement on the part of M&S to sub real models for this whatever she is who we are meant to believe loves versatile finds blah blah. How dim do they think their customers are??"
While a third fumed: "How is a computer generated fictional character able to 'like' anything? I have little or zero interest in what human influencers think, let alone virtual influencers with creepy eyes. I relate to her in the same way I would a shop mannequin."
Others took issue with the fact that Mira was tall and slim, with many shoppers suggesting that they did not want to see a "computer generated image of 'perfection'", and would rather see real women from all different backgrounds.
Not all feedback was negative, as one shopper who was more keen on the idea wrote: "Love this idea! I’m 69 going on 70 and love that technology is evolving in all areas. Life would be very boring if everything stayed the same. Constant change and adaptation keeps me alive."
However, shoppers can breathe a sigh of relief, as M&S responded to a few of the comments to confirm that they are not replacing human beings with virtual models, but looking for new ways to "open up the possibilities of storytelling on social media."
An M&S spokesperson told the Daily Record: "Working with real life models and colleagues will always be at the heart of our marketing activity. Mira is all about testing and learning with a new technology in an open and fun way with our customers and we’re interested in their feedback."
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