InsightPress Release

Insight: Putting empathy at center of modern creative storytelling is key to reaching digital communities, Ogilvy says

SINGAPORE — Ogilvy PR Asia has released a new report entitled “Digital Empathy” that highlights the importance of putting empathy at the center of digital communications, enabling brands to deliver meaningful connections and experiences to their customers at scale.

With the influencer marketing industry set to grow to $16.4 billion in 2022, the report coincides with the recent launch of Ogilvy’s AI Influencer innovation, which has been embraced by brands including Unilever and Huawei.

The new wave of digital tools now available to brands enables them to personalize storytelling, unlocking remarkable creative possibilities, lowering costs, and enabling engagement and real-time reach.


Emily Poon, president, Ogilvy PR and Influence Asia
said: “Influencer marketing has risen in both importance and investments, with a 19% industry growth expected in the past year alone. The platforms we tell stories on are changing, but success still depends upon the bedrock of influence, creativity, and empathy. We have been seeing increasing demand and interest from clients for us to tap into new storytelling platforms – be they digital people, digital possessions, or digital spaces – to create content and experiences. Combining creativity and empathy at the heart of communications can be very powerful, and making these meaningful connections requires skilled storytellers, with deep insights into the lives of the people they are trying to engage.”

Ogilvy’s latest report explores how brands can successfully deploy digital humans (AI influencers), digital possessions (such as NFTs), and digital spaces (metaverses) to engage communities and craft stories that create a positive impact for consumers and brands.

In the face of increasing geopolitical tensions and celebrity scandals, AI influencers are able to complement traditional influencer marketing, and are programmed to be entertaining, surprising, and relatable – and do so at scale and speed. Ogilvy’s emphasis on creativity and empathy in engagement has ensured that the innovation’s AI Brain training, content, and engagements are authentic and empathetic – and nuanced to the audiences that brands are communicating to with their bespoke AI influencers.

Cam Dieu Nguyen, Ogilvy Asia’s influence lead added: “We can create an AI influencer that starts as a brand ambassador and create other versions that are used as brand and product consultants. AI influencers can be end-to-end solutions, generating awareness and interest as well as leading to greater conversion and loyalty.”

Ogilvy’s AI influencer offering is the first in a portfolio of cutting-edge, technology-enabled services launching under Ogilvy PR Asia’s Innovation practice. Built on Ogilvy’s creative DNA, its team of innovation experts – data scientists, creative technologists, influence architects, and AI engineers – helps brands drive personalized social engagement and content creation at scale, delivering impactful communications and outcomes for clients.

To find out more, download Ogilvy PR’s full report here:

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