In this thought-provoking episode of the MINDED Podcast, Sara Giusto, virtual human producer at Aww Inc., delves into the evolving world of digital personas and how virtual influencers like Imma are reshaping human interaction, entertainment, and brand storytelling. From her artistic background to navigating technological innovation, Giusto reveals what it means to create compelling virtual personalities in a world hungry for authentic connection.
Sara Giusto on Virtual Influencers Impact: Redefining Human Connection
w Sara Giusto Entered the World of Virtual Influencers
Many careers in art and tech start with passion, but Giusto’s journey stands out due to her curiosity about human nature. With a background in fine arts, she didn’t envision herself managing virtual personalities—but her fascination with perception and human emotion led her straight to the frontier of digital storytelling.
"When I discovered Imma, I couldn’t believe she wasn’t real. I zoomed into her photos, fascinated by the fact that humans could create something so lifelike," Giusto recalls.
This encounter set her on a path to explore what it truly means to blur the lines between reality and virtuality through art.
Blurring the Line Between Real and Virtual: The Imma Phenomenon
Imma, the hyperrealistic virtual influencer, is more than just a collection of pixels—she’s a digital personality that inspires audiences globally. Giusto explains how Imma’s team carefully designs her to reflect real-world experiences, such as candid, imperfect photos that mimic human behavior.
"There’s an emotional response when Imma posts a photo with her eyes half-closed—it feels real, even though it’s entirely crafted," Giusto notes.
Giusto emphasizes that Imma’s success lies in her "girl-next-door" vibe and her connection to Tokyo’s subcultures, bridging the gap between local identity and global fascination.
Why Didn’t Virtual Influencers Emerge Sooner?
The technology for creating virtual characters has existed for years in gaming and film industries, but Giusto believes the innovation came from rethinking the platform rather than the tools.
"We’ve had CGI for decades, but no one thought of bringing that technology to social platforms. It wasn’t about the tech—it was about seeing the potential," she explains.
Giusto attributes Imma’s rise to a low-barrier experiment that quickly gained traction, proving that audiences are ready to embrace digital personalities.
The Cost of Innovation: Overcoming Challenges in Virtual Human Production
Many assume that creating virtual influencers is cheaper and faster than traditional models, but Giusto sets the record straight.
"People think you just press a button, and voila—you have a Chanel ad featuring a virtual model. But that’s not how it works," she clarifies.
From labor-intensive CGI rendering to creating believable AI-driven responses, Giusto’s team faces challenges comparable to major film productions. But they persist because of the potential to reshape how brands interact with audiences.
Imma’s Evolution: From Static CGI to Dynamic AI
Imma started as a CGI project, but Giusto reveals that the team is pushing towards full AI integration, making Imma capable of real-time interaction and autonomous content creation.
"Right now, Imma still requires a lot of input from the team, but the goal is for her to become autonomous—suggesting content, selecting brand collaborations, and interacting directly with fans."
This shift could turn Imma into a digital companion and advisor, breaking beyond marketing to become a tool for emotional connection and social engagement.
A New Kind of Idol: Why Virtual Influencers Resonate Globally
Virtual influencers like Imma fulfill a role beyond mere entertainment. Giusto believes they represent a new kind of idol in a world where people crave connection.
"We used to have Michael Jackson and The Beatles—shared cultural icons. Today, with fragmented media consumption, it’s harder to find that common ground," she reflects. "Imma can be that shared experience—a virtual star that brings people together."
Her role as a symbol of Tokyo’s fashion and culture makes her a global phenomenon, attracting audiences who admire her aesthetic and relatability.
The Emotional Power of AI: Connection Over Technology
Despite working in tech, Giusto doesn’t consider herself a "tech person." Instead, she focuses on the human aspect of technology and how it can foster meaningful connections.
"I’m interested in what technology can give us—how it can connect us—not the tech itself," she says. "When Imma can talk to millions of people simultaneously and provide support, advice, or companionship, that’s when we’ve unlocked its potential."
Key Takeaways from Sara Giusto’s Vision
Human-Centric Tech: Technology should focus on fostering genuine connections rather than being an end in itself.
The Power of Imagination: Virtual influencers blur the line between fiction and reality, but their impact is real.
Collaborative Innovation: Behind every successful virtual human is a team of creatives combining art, tech, and storytelling.
AI as an Agent: Moving beyond a tool, AI-driven characters like Imma could become agents of connection and emotional engagement.
Watch the Full Episode
MINDED Podcast Episode with Sara Giusto on YouTube—Discover the future of virtual influencers and their impact on art, design, and culture.
FAQ
Q: Who is Imma, and why is she significant?
A: Imma is a hyperrealistic virtual influencer developed by Aww Inc. She embodies Tokyo’s culture and fashion, bridging digital innovation and human connection.
Q: What challenges do virtual human producers face?
A: Challenges include labor-intensive CGI work, ensuring AI-driven interactions are authentic, and overcoming public misconceptions about virtual personalities.
Q: How will virtual influencers evolve in the future?
A: With AI integration, virtual influencers like Imma will become more autonomous, providing personalized content, advice, and real-time interactions.
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