Amid growing distrust of online influencers, ‘authentic’ virtual stars are showing signs of taking their place. Testing the waters in this space, The Drum has created a character named Floresta to show how computer-generated personalities can be used as a force for good.

Headlines about hashtag squatting and unchecked privilege have given many social media users a negative view of influencer culture. Yet while people may call out the perfect lifestyles presented online, these cultural figures remain as relevant as ever. So, how should they wield their power?

The Advertising Standards Authority has issued a ruling that beauty influencers need to disclose when they’ve used a filter to promote products. With people wary of unrealistic beauty ideals, they’re looking for more transparency and accountability across social media.

With the long-term impact of lockdown yet to be fully felt, there are signs of what the ‘new normal’ looks like. Take Replika, the AI chatbot helping Gen Zers to feel less lonely. As tech fulfils a multitude of needs for young people, a chatbot may be the next frontier in friendship.