Tama Leaver, Curtin University and Rachel Berryman, Curtin University

 
Earlier this month, Meta announced it is working on a set of ethical guidelines for “virtual influencers” – animated, typically computer-generated, characters designed to attract attention on social media.

 
When Facebook renamed itself Meta late last year, it heralded a pivot towards the “metaverse” – where virtual influencers will presumably one day roam in their thousands.

 
Even Meta admits the metaverse doesn’t really exist yet. The building blocks of a persistent, immersive virtual reality for everything from business to play are yet to be fully assembled. But v...

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