Shoppers hit out at M&S for using 'creepy' virtual model that is 'wrong on all levels'

27.10.2022 - 16:43 / dailyrecord.co.uk

Marks and Spencer has created an innovative new way to advertise its clothing ranges by using a virtual clothing insider. However, it has not gone down well with some shoppers who are calling the assistant a little "creepy".

In a UK first, M&S introduced shoppers to its first ever virtual clothing insider Mira, which stands for Marks & Spencer, Influencer, Reality, Augmented. Developed using a combination of of photography, cutting-edge CGI and computer vision, Mira is part of M&S' example of testing and trialling new technology to reach and inspire its customers.

The virtual influencer was first introduced to M&S shoppers earlier this morning after the retail chain shared a snap of Mira modelling a black and white printed co-ord suit from its new autumn/winter collection.

And some shoppers have not held back on how they feel about Mira, with many being angry at the retailer for replacing real human models with a "creepy" version that has left them feeling a bit disconnected.

One shopper slammed M&S saying: "Please continue to use human models that represent the diverse range of faces/bodies/skin colours/disabilities that you find in your real life customers. Using computer generated 'models' leaves me cold and switched off to your brand."

Another wrote: "So creepy and wrong on all levels. What a clanging error and gross misjudgement on the part of M&S to sub real models for this whatever she is who we are meant to believe loves versatile finds blah blah. How dim do they think their customers are??"

While a third fumed: "How is a computer generated fictional character able to 'like' anything? I have little or zero interest in what human influencers think, let alone virtual influencers with creepy eyes. I relate to her in the