By Ignacio Chilet Davanzo.

The concept of Digital Twin has come to revolutionize the influencer marketing market globally. This phenomenon, fueled by Artificial Intelligence (AI), allows the creation of hyper-realistic digital versions of real people, replicating their image, voice, and style. In Chile, this trend has been driven by the launch of Maxi Digital, the first digital twin of an influencer in the country, created in collaboration with Argentine influencer Maximiliano Ferres.

What is a digital twin and how does it work?

A Digital Twin is an accurate digital replica of a real person. In the case of Maxi Ferres, the creation process involved more than 400 studio photos, as well as the use of advanced AI technologies, such as GPT language models and LoRA, to personalize the digital clone and efficiently replicate his style. The result is a digital character capable of generating content autonomously, without the physical presence of the influencer. The main advantage of this digital clone is its ability to multiply the impact of content creators. For example, Maxi Digital can be in a shooting in Tokyo while his physical creator, Maxi Ferres, enjoys time with his family in Santiago. This tool does not seek to replace influencers but to amplify their reach and creativity, allowing them to be in multiple places at the same time while maintaining their authenticity.

Artificial intelligence in influencer marketing

Internationally, digital clones are already being used by renowned brands. A notable case is Margot, the virtual avatar created by the fashion house Balmain, which has been fundamental in redefining the brand's image and increasing its presence on social media. Another example is Lil Miquela, a virtual influencer who has worked with brands such as Prada, Calvin Klein, and Samsung, noted for her futuristic aesthetic and connection with young audiences. In Asia, the digital influencer Imma has worked with brands like Nike and Dior, demonstrating that digital clones are not just a trend in the West, but also culturally adapt to markets like Japan. However, what sets Maxi Digital apart is its human and regional base, allowing the digital replica to maintain an authentic connection with its followers, amplifying its presence without losing brand coherence.

The innovation of Maxi Digital in Chile

Chile, with over 600,000 active influencers and a digital marketing market that will reach US$56 million in 2025, is fertile ground for the adoption of technologies like digital clones. Maxi Digital is a clear example of how technology can liberate creative time and generate deeper content without substituting the essential. Through this project, Maxi Ferres not only amplifies his reach but also retains complete control over his image and narrative. This trend opens new possibilities for local influencers to explore opportunities in unconventional settings, taking their brands to broader and more diverse audiences.

The future of digital twins in marketing

The use of digital clones is just the beginning of a new era where Artificial Intelligence enhances the human element. Instead of replacing content creators, these technologies amplify their ability to be in more places at the same time, without losing the essence of their personality and brand. Maxi Digital is just the first step in a global trend that promises to forever change how we interact with influencers and consume content. As more brands adopt this technology, Digital Twins could become an integral part of digital marketing, offering new ways to connect with audiences and expand the reach of content creators worldwide. This project demonstrates that, in the world of influencer marketing, technology is not here to replace the human element but to enhance it. With Maxi Digital, geographical and temporal boundaries disappear, opening the door to new forms of creativity, authenticity, and connection with audiences.