As AI progresses, avatars are becoming increasingly realistic in their movements and speech. We now have the opportunity to choose everything from skin color to wardrobe—but how do we ensure that we’re making the right choices, and what does “right” even mean in this context?
Our Experience
Our online learning team recently created an AI avatar named Vanessa as the “teacher” of a class on using AI products in marketing. (See our blog post on how we produced these courses using AI at every step.) We didn’t want to use our own images because none of our team members are experts in the subject, and because the information was being provided by AI.
For Vanessa, we chose the most realistic and least robotic voice from HeyGen, an advanced AI video and audio generator, then selected a face we thought matched the voice. This process raised subtle questions—how did we know the two “matched”? How do accents and tone affect our mental image of a person?—but these concerns will only intensify in the future as AI voices become equally realistic and avatar options grow more diverse.
Key Considerations for Choosing an AI Avatar
Representation and Authenticity
When selecting an avatar, we need to think not only about what we want to display but also who we are. For example, imagine a company primarily composed of white, cis-male employees. Is it misleading to have a Black woman as the avatar for recruitment videos? Or does it invite those who have been underrepresented within the company?
Depending on the company culture, future employees might feel betrayed by the use of an image not actually present in the organization, or they might feel welcomed by the attempt. Importantly, it isn’t the avatar that will enforce those feelings—it will be the behaviors of people in the company.
Marketing Implications
For marketing applications, the choices become even more complex. Do you choose a young, energetic woman as your avatar, or an older, established-looking gentleman? Why should we associate those traits with this particular product or service?
How do we avoid falling into stereotypes when the avatars themselves may make it even easier to do so? These choices communicate values and expectations to your audience, whether intentionally or not.
Future Challenges
As AI technology advances, these questions will become more nuanced. Soon, all AI voices will sound equally human, and avatar options will expand dramatically. Organizations will need to develop thoughtful frameworks for making these decisions rather than relying on instinct or convenience.
Finding Your Way Forward
There’s no checklist to determine whether your avatar is the ethical choice; like many moral dilemmas, you could make an argument for either side. However, some principles can guide your decision:
- Think carefully about representation and what your avatar choices communicate
- Consider options that don’t seem initially obvious
- Request and listen to feedback from your audience
- Align your avatar choices with your organizational values
- Be transparent about your use of AI
Your goal is to reach your audience effectively; ultimately, only they can tell you if your messaging resonates. The most important thing is to approach these decisions thoughtfully rather than defaulting to the most convenient or familiar options.
