What: Previously having used only selected staff as influencers, the move of adding an AR-powered virtual influencer has left customers divided.

Why it is important: As part of a strategy to reach younger and ‘tech-obsessed’ consumers, the retailer has launched one virtual influencer to join M&S Insiders (covering menswear, kidswear, home, fashion and beauty), which includes store assistants, stylists, buyers and designers.

The retailer says they beat external influencers with an average 30% higher engagement rate. Mira, the virtual personality for the brand, will create M&S content for fashion and home. She has received a mixed review on Instagram despite around a quarter of British consumers reporting the positive impact of social media on their likelihood of purchasing products.

Marks & Spencer launch virtual influencer