Marks & Spencer deploys 'virtual influencer' to showcase trends and style tips

Marks & Spencer's virtual influencer Mira

Marks & Spencer has created a ‘virtual influencer’ to “bring product ranges to life” through its Instagram account.

The influencer, called Mira, has joined the real-life M&S Insiders, a 13-strong team drawn from the retailer’s staff who seek to inspire shoppers and share product ideas.

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