(re)energisa, an energy solutions company within the Energisa Group, has launched a digital influencer created using AI (artificial intelligence) to handle the brand's energy communication and education.
Unlike a virtual assistant, the avatar (named Renato) presents itself as a humanized figure, recording videos and appearing on the company's social media as if it were a real person, with the goal of making technical topics simpler and more accessible.
The character is used to explain topics such as shared solar energy, the free energy market, and energy efficiency, translating complex concepts into the language of social media in a traditionally technical segment.
Renato's creation stemmed from social listening analyses, which identified the need for lighter and more continuous communication with the public. The goal is not to replace experts or human spokespeople, but to facilitate initial contact with topics that often generate questions.
The project involved defining language, personality, and aesthetics, seeking to balance technology and human connection. According to the company, tests indicated greater content retention and better comprehension of complex topics when presented by digital characters.
The use of avatars is growing rapidly worldwide. According to Grand View Research, the global market for digital characters generated US$6,06 billion in 2024 and is expected to continue expanding until 2030. In the Brazilian electricity sector, however, the adoption of this format is still a novelty.
Even so, (re)energisa reported that it is already planning a second phase of the project, with greater interactivity, new content formats and participation in campaigns, as well as educational actions and initiatives focused on sustainability.
The performance of the “digital influencer” will be measured by indicators such as engagement, video retention, and community growth, evaluating the avatar's impact on the audience experience and (re)energisa's digital positioning.
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