How we create a virtual Influencers personality matrix


One of the many questions we get asked about creating Virtual Influencer personalities is how do we communicate to the client, or the developer the type of personality we want for the VI. What I mean by that is that it's fine to say an Influencers personality is say "tough", or "defensive" etc, but to what level, how do we come up with a way of defining the LEVEL of toughness so everybody understands and is aligned so that the client is happy or the Dev gets it in a way that's easily understandable - after all these are unique personalities, they can't be perfectly described and defined can they? Well, they can.

About four years ago I came up with a tool called "The Influencer Match Tool (TM)" - see below. It was a way for brands to show my agency the type of Influencer they wanted by using a graph to outline their values and personality, it replicated their own, and we then overlaid the Influencer ontop of it and gave it a percent brand match.

The system I developed was what I called the "Personality and values overlay". Incredibly, four years later,  HBOs Westworld uses it - in its exact form, to display the profiles and personalities of the "Hosts" - the AI driven robots that have sentience in the TV show - and its used by IBM Watson fro similar purposes.

We now use it to create create Virtual Influencers personality matrixes.

The outside of the circle displays the different personality attributes which we plot, the further to the outside, the more extreme that part of the personality, the closer to the centre, the less extreme. It has proved to be incredibly valuable in aligning our teams and clients when creating our characters.

We illustrate each point with a response to the same questions, adjusted for each level of the personality matrix to illustrate the differences in degree.

It blew me away when I saw it on TV, something out of my head, being used by a company ike Watson and now there in film. I have no idea what / who came first, it’s just exciting to see something I created for brands that I now use to create Virtual Influencers, aligning with something used on TV to create AI beings of the future, and used by also used IMB Watson, awesome.

Art imitating life, life imitating art - and on it goes.

Dudley Nevill-Spencer