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What Gucci’s Robot Influencer Campaign Says About the Future of Social Marketing

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This summer, Gucci launched a WeChat campaign to connect with its luxury-loving Chinese audience, using a Japanese robot influencer to do so. Given the name Erica and assigned an age of 23 years, the robot personality—packed with 13 microphones and 24 sensors—dons head-to-toe looks from the Italian luxury house in the online campaign, which garnered…

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