Marks & Spencer has announced an expansion to its popular Insider programme with the arrival of five new Insiders, one of which is a first of its kind for UK retail; a virtual persona named Mira (Marks & Spencer, Influencer, Reality, Augmented) that has been developed using a combination of photography, cutting-edge CGI and computer vision. Mira will join the Insiders in showcasing Marks & Spencer's latest collections, trends and style tips. Through the introduction of a virtual character, M&S will be able to experiment by responding to trending conversations at a pace and be agile with how and when content is captured. Creating a Virtual Influencer also gives M&S the opportunity to connect with a younger audience and build a community with those that are interested in this new form of technology. For more information visit marksandspencer.com and for Mira's Instagram account visit instagram.com.

Anna Braithwaite, Director of Marketing for Clothing & Home, said: “We are excited to welcome Mira – UK retail’s first Virtual Influencer – to our M&S Insider family. Her introduction is the just latest example of how M&S is testing and learning with emerging technology and trends to inspire our customers – whether that’s our Live Shopping events or our expert online consultation services such as digital bra fit. A virtual influencer means we can be more fleet of foot in responding to trends and conversations and opens possibilities in both the physical and virtual world in the future.”