Key Takeaways
New Zealand-based telecom provider Skinny has introduced an AI brand ambassador modeled after a real customer, marking a first-of-its-kind initiative in marketing.
The company selected Liz Wright, a 64-year-old from the Bay of Islands, as the face of its digital campaign, aiming to blend technology with consumer representation.
Wright, a long-time customer of over 12 years, was chosen after a nationwide search, with her digital counterpart set to feature in Skinny’s advertisements for at least two years.
Building AI Liz: The Process Behind the Digital Clone
Skinny dedicated 11 weeks to developing AI Liz, working with leading creatives in New Zealand to replicate her voice, facial expressions, and personality.
This approach allows Skinny to deliver campaign messages efficiently while avoiding traditional ad production costs.
“At Skinny we’re all about keeping prices low and customers happy – so creating a digital clone of one of them just made sense.”
“Yes, it’s bold, but it’s also smart, and allows us to keep making the playful, creative ads Skinny is known for in a more cost-effective way.” He further noted that Wright was a natural choice for this role: “Liz was the perfect choice – she’s been a loyal customer for over 12 years, and now her digital clone will carry the Skinny spirit forward in a way that’s never been done before.”
“When they told me they wanted to clone me, I couldn’t believe I was the chosen one.” “It’s an incredible opportunity to represent a brand I love – and have been a happy customer of for over a decade now – in such a unique way.” “I’ve always wanted to be part of the Skinny team, and now I get to be – just in AI form.”
Her background in telecommunications and family ties to the AI industry (as her son works in AI) give her a unique perspective on the ethical and technical aspects of the project.
AI in Advertising: Balancing Innovation and Ethical Concerns
AI’s role in advertising is expanding, but the debate over automation replacing human engagement continues.
Skinny has assured that AI Liz is not meant to replace real people but to enhance marketing efforts efficiently.
“This AI twist production is proof that technology, when paired with human oversight, can create something truly exciting.” “It isn’t about replacing real people with AI, in fact we’re still very reliant on the real Liz and the awesome humans who have helped bring AI Liz to life, and we’re also guided by our AI Principles.”
Wright’s AI likeness will remain the face of Skinny’s ads for two years, reducing the need for frequent filming and ad shoots.
Meanwhile, Wright herself will embark on a media tour across New Zealand before stepping back and letting AI Liz take the lead.
Public Perception and the Future of AI in Marketing
While Skinny’s move is seen as cost-effective and forward-thinking, the success of AI Liz will depend on how consumers react.
AI brand ambassadors are still a relatively new concept, and the public’s acceptance of digital clones in advertising is yet to be fully tested.
As brands continue exploring AI-driven marketing, the balance between technology, ethics, and human engagement will determine the long-term viability of such initiatives.
Skinny’s AI brand ambassador experiment is an ambitious step into the future of advertising.
While it offers marketing efficiency and cost savings, it also raises questions about AI’s role in branding and consumer trust.
As AI Liz takes over Skinny’s campaigns, the industry will be watching to see if AI-driven customer representation becomes a mainstream marketing strategy or a temporary experiment.
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