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The new Avatar film will be released in cinemas in Germany on 17 December 2025. Nothing for business news? Far from it - avatars are also playing an increasingly important role in economic sectors that are not part of the creative industries. SMEs can also benefit from AI-driven characters, particularly in the production of marketing content. As always, it depends on what and who you want to reach in order to decide whether to utilise the new possibilities.
What are avatars in marketing?
Marketing with digital avatars means using computer-generated figures to represent a brand or person. These virtual characters can look realistic, cartoonish or stylised and take on tasks that were previously only done by real people in front of a camera. They present products, explain content in videos, host tutorials or even act as influencers on social media. Some avatars run full social media accounts, post regularly, interact with followers and develop their own personality in the process, building up real fan bases.
Avatars offer companies various advantages because they offer enormous benefits: You have complete control over the avatar's appearance, behaviour and statements, an avatar can produce any amount of content without breaks, never gets sick and costs less in the long run than repeated days of filming with real people. Avatars are also easy to scale, for example by producing lots of videos in different styles or languages in a short space of time. This makes them perfect for international communication, as they can speak any number of languages. Overall, they enable a modern, flexible and controllable form of brand communication that is interesting for both large companies and individual entrepreneurs.
A look at the AI-supported technologies behind it
Behind marketing avatars is a whole package of modern technologies that work together to bring a virtual figure to life. Here is a selection of the most important components:
1. AI-supported facial and body animation (Motion Capture / Mocap)
Avatars move realistically because their facial and body movements are generated by special systems, including Real Motion Capture (movements of an actor are recorded and transferred to the avatar), AI Mocap (a simple smartphone camera is enough; AI recognises movements and converts them into animations), fully synthetic animation (AI generates gestures and facial expressions completely automatically - without an actor).
2. Text-to-speech and voice AI
AI voice technology is used to enable avatars to speak. This enables: natural voices, different pitches and emotions, multilingualism, clone voices that resemble real voices (if permitted).
3. Text-to-video / talking head AI
This technology allows avatars to speak while lip movements are synchronised with the text. In typical "talking head" videos, an avatar speaks directly into the camera.
4. 3D modelling & CGI (Computer Generated Imagery)
The avatar itself must be designed. This is done using: 3D modelling (e.g. in Blender, Maya, Unreal Engine), digital sculpting tools (e.g. ZBrush), AI-supported generators (e.g. MetaHuman from Unreal). This creates the "body design" of the avatar.
5. AI image generators for look & style
Some avatars are generated from a single image that was previously created using tools (e.g. Midjourney, Stable Diffusion). This is then animated (Animating Still Images).
7. Chatbots & large language models (LLMs)
When an avatar is supposed to talk to users, an AI model is behind it that generates dialogues, answers questions and retains personality or brand style.
Possible applications for SMEs in industry
The use of marketing avatars can be particularly worthwhile for small and medium-sized companies in industry, mechanical engineering and the automotive sector. These sectors often work with complex products that require explanation, and avatars are ideal for communicating technical content in a simple and understandable way. They can illustrate functionalities, explain safety instructions or translate technical details without the need for an elaborate video shoot every time. Avatars therefore enable the fast, consistent and cost-effective production of product videos, updates, operating aids or trade fair presentations.
Another advantage is that avatars can communicate immediately in many languages - something that is extremely valuable in internationally active industrial companies. Product videos or training content can thus be used in different markets without additional speakers or translators. Avatars also replace missing marketing capacities, which is a real advantage in view of the shortage of skilled labour in technical and industrial sectors. Instead of putting employees in front of the camera, who often feel uncomfortable, the avatar takes over the presentation professionally.
Avatars also increase recognisability. Many technical companies find it difficult to create an emotional brand identity. An avatar can act as a recurring digital brand ambassador in videos, presentations, at trade fairs or in training sessions, thus creating a modern and consistent brand image. Typical areas of application are product and function presentations, assembly and safety explanations, after-sales videos, international communication, recruiting or e-learning.
Overall, it can be concluded that avatar marketing not only makes sense for SMEs in industry, but is often a real competitive advantage.
Selected contact points on the topic
The Ministry of Economic Affairs, Labour and Tourism regularly offers information events on this and other innovative marketing topics: www.wirtschaft-digital-bw.de/aktuelles/veranstaltungen
The VDC-Fellbach serves as a contact for technical implementation: www.vdc-fellbach.de
