‘Artificial affect’ was a play on artificial intelligence. It’s in regards to the growing role we see digital personas taking in transferring belief, promoting products and even turning something that was once a fantasy into a reality. Think about holographic live shows that bring back a hologram of Michael Jackson or Amy Winehouse and put them into a real life concert with real dancers and a real band behind them. More and more of these electronic avatars on Instagram have become influencers however they’re not a real person. As agents, these are types of media and ‘people’, in some sense, that are gaining trust and building a name for themselves.