Personalized avatars are now used for real-world functions
Trend - Personalized avatars have long been used in gaming and social media, and now their use is extending to real-world functions, whether those relate to the purchase journey or functions like productivity. This shift comes as a result of the rapidly amalgamating digital and physical worlds, and caters to consumers' preferences for personalized and experiential shopping experiences.
Insight - For young consumers in particular, personalized digital avatars have become a new form of self-expression and communication. Digital avatars' emergence has typically been specific to conversational or entertainment-based formats, but their prevalence in many Millennial and Gen Z's communication styles has resulted in an opportunity for their use in other transactional experiences. The use of these personalized avatars in branded experiences results in a more interactive and enjoyable experience for those already accustomed to using them.
Insight - For young consumers in particular, personalized digital avatars have become a new form of self-expression and communication. Digital avatars' emergence has typically been specific to conversational or entertainment-based formats, but their prevalence in many Millennial and Gen Z's communication styles has resulted in an opportunity for their use in other transactional experiences. The use of these personalized avatars in branded experiences results in a more interactive and enjoyable experience for those already accustomed to using them.
Workshop Question - Conceptualize how your brand could use personalized avatars in the purchase journey, or to enhance its product/service.
Trend Themes
1. Personalized Avatars for Real-world Functions - The use of personalized avatars in branded experiences results in a more interactive and enjoyable experience for consumers accustomed to using them.
2. Augmented Reality Collaboration Apps - 'Spatial', an augmented reality conferencing app, replicates face-to-face interaction and lets people collaborate seamlessly with each other.
3. Avatar-based Try-on Technology - ViuBox's 3D avatars allow shoppers to try on clothes online and have the potential to eliminate the need for fitting rooms.
Industry Implications
1. E-commerce - Companies in the e-commerce industry can leverage personalized avatars, digital fashion collections, and avatar-based try-on technology to enhance online shopping experiences
2. Fashion - Fashion industries can use digital-only fashion capsules, 3D avatars, and personified brand avatars for personalized and engaging shopping experiences.
3. Collaboration - Businesses in the collaboration industry can use augmented reality collaboration apps to enhance remote work and bring people together seamlessly.
