A computer-created fictional character, this young internet star in Thailand is part of a new generation of influencers who promise to stay forever young, trendy and scandal-free.

"I am eternally 17 years old, non-binary and dream of becoming a pop star," Bangkok Naughty Boo said in a presentation video sent to AFP.

With the future arrival of the "metaverse", the power of virtual influencers, extremely popular with teens in Asia, will grow stronger, according to industry experts.

The Covid, which has made real interactions rarer, has also fostered the development of this trend.

Thai virtual influencer Ai-Ailynn, October 28, 2021 Handout SIA Bangkok / AFP

Ai-Ailynn, a recently appeared virtual influencer, is "adapted to our new normal" linked to Covid, according to its designers, the SIA Bangkok agency, because not concerned by "the limitations imposed on humans".

- "First inhabitants of the metaverse" -

And "virtual influencers are perfect for the role of the first inhabitants of the metaverse", the future virtual world on which digital giants including Facebook are working, Nick Baklanov, marketing specialist at Hype Auditor, told AFP.

There are 130 virtual influencers in the world, but they are set to grow at high speed in Asia, industry experts say.

And take a growing share of a market that will reach $ 13.8 billion worldwide in 2021, according to Statista.

“Generation Z is the largest group of Internet users in Asia, and it's a digital-savvy generation that is very familiar with social networks and everything virtual,” explains Nick Baklanov.

Thai artist Adisak “Beam” Jirasakkasem composes a “mood board” for virtual influencer Bangkok Naughty Boo, October 14, 2021 in Bangkok Lillian SUWANRUMPHA AFP

The richest virtual influencer is said to be Lil Miquela, a Los Angeles-based robot who earns $ 7,000 per post for brands like Prada or Calvin Klein.

The World Health Organization disseminated informational messages about the coronavirus via fictional character Knox Frost, followed by 700,000 people on Instagram.

In Thailand, Bangkok Naughty Boo has signed with a major modeling agency and Ai-Ailynn is the face of a mobile operator.

"For brands, it brings opportunities and commitment from the public because in Asia, the concepts of idol and fan are very anchored in the culture", explains to AFP Saisangeeth Daswani, analyst. fashion and beauty at the Stylus firm.

Their reputation is also protected, with virtual influencers having a consistent work ethic, no sultry lifestyles, no potential scandals to worry about.

- "Not involved in sex scandals" -

"They will not make politically incorrect comments or be embroiled in sex scandals," said Chen May Yee, regional director of the intelligence firm Wunderman Thompson.

A definite advantage, especially in certain countries where public figures can easily be the target of the authorities.

A digital graphic designer works the face of the digital influencer Bangkok Naughty Boo, October 14, 2021 in Bangkok Lillian SUWANRUMPHA AFP

"The recent crackdown by the Chinese government against wealthy influencers, deemed" vulgar "and" immoral "is likely to further strengthen the attraction of the virtual," said Chen May Yee.

Ai-Ailynn is attracting huge interest from Asian companies looking for "innovation and a new world order" after the pandemic, says its creator SIA Bangkok.

But "people still aspire to the authenticity, to the reality of a real-life influencer," said Mutchima Wachirakomain, 25, followed by tens of thousands of Internet users on Instagram.

Creating and maintaining an intimate relationship with its audience is the goal of Bangkok Naughty Boo.

Her Instagram posts, which use the non-binary pronoun iel, mix model poses on a typical Thai street with everyday situations, like getting a shot or spilling your tea.

“I hope I can meet you all in person one day. Love you!” He / she told AFP, before sending a kiss to the camera.

© 2021 AFP