Rise & Risks of AI Generated Influencers
How They’re Reshaping Marketing—and What Brands Need to Know.
Sunday 9th March 2025
If you weren’t already aware, AI-generated influencers are emerging all over social media, and they’re here to stay. ‘Virtual personalities’, such as Lil Miquela (pictured above), have millions of followers, land massive brand deals, and never need a coffee break. Sounds like a dream come true for marketers, right? Well, not so fast! These digital stars come with some obvious perks, but they also raise big questions about authenticity, trust, and the future of influencer marketing.
One of the biggest reasons businesses are investing in AI influencers is simple: they’re cost effective, and they never sleep (think Vampires, but chic). There’s no need to book flights, pay appearance fees, or deal with human error. These virtual personalities can be tailored to match the exact vision a business or brand wants and maintain that spotless image 24/7. They don’t age, make any PR mistakes, or ask for creative control. In theory, AI influencers are the ultimate brand ambassadors - perfectly curated, and endlessly available.
But let’s be real, this all comes at a cost, and I’m not just talking monetary. The biggest issue is authenticity: people connect with influencers because they’re, well, people. They share struggles, personal wins, and human quirks that make them relatable. AI influencers, no matter how lifelike, are just lines of code who don’t have real experiences, emotions, or memories. For some consumers, that’s a dealbreaker.
Yet, despite all this, AI influencers are pulling in massive engagement. Many consumers know they’re artificial, but still follow them because their content is entertaining, stylish, or creative. Some people even treat AI influencers like fictional characters enjoying their “lives”, the same way they would with a Netflix Original. This blurs the lines between entertainment and marketing, making it easy for brands to sell products in a highly curated, futuristic way. However, for some, the lack of a real relatable human behind the camera makes these influencers less compelling.
Some AI influencers look so realistic that followers don’t even realise they aren’t human. We like to call this the Deception Factor: if businesses aren’t upfront about the digital nature of their campaigns, it can feel like betrayal when audiences finally catch on. Transparency here is key. Consumers value honesty, and don’t appreciate being tricked into engaging with a bot.
We should also touch base about unrealistic beauty standards. AI influencers are designed to be visually ‘perfect’, so they don’t have bad hair days, bloating, or acne, ever. While that might seem harmless at first glance, it can contribute to the already insane pressure consumers feel to look a certain way. Human influencers have (only recently) started embracing body positivity and natural beauty – AI influencers? Now, that’s ironic.
So, where does that leave businesses and brands? The sweet spot here is balance. AI influencers can be a fun addition to your marketing strategy, but they shouldn’t replace real people, they should complement them instead. Mixing AI and human influencers can help to keep campaigns fresh, innovative, and on trend while maintaining that all-important relatability, dependent on your goals and campaign. Most importantly, businesses need to be transparent. People are smart! And they respect when companies keep it real.
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