Move aside, Kylie Jenner — there’s a new type of influencer in town, and they’re 100% artificial. AI influencers, a.k.a virtual influencers, have been steadily amassing huge followings over the past few years, partnering with major brands like Nike, Louis Vuitton, BMW and Samsung. But how do these digital personalities fit into the world of brand publishing? And what advantages and risks do they bring?
What are AI Influencers?
AI influencers are computer-generated characters designed to act like human influencers. These virtual avatars may be created with artificial intelligence, CGI or motion capture technology. Like human influencers, these virtual ones share photos and videos of carefully curated lifestyles on social media. They also promote products and engage with audiences; some may even be brand ambassadors. The creators of these AI influences hope to create avatars that act like relatable content creators while removing human unpredictability from the equation.
Perhaps the most famous example of a virtual influencer is Lil Miquela (@lilmiquela), who first appeared on Instagram without a warning in 2016. This “19-year-old Brazilian-American model, singer and activist” quickly captivated audiences, sparking debates over whether she was a robot, an actress or something else entirely.
In 2018, the co-founders of Brud, Trevor McFedries and Sara Decou, revealed that they were behind Lil Miquela’s creation, transforming her from a mere curiosity into a successful brand asset. Since then, Lil Miquela has become a fashion icon, partnering with major luxury brands like Prada, Supreme and Chanel. She was even named one of TIME Magazine's “25 Most Influential People on the Internet” that same year.
AI Influencers by the Numbers
In the past couple of years, AI influencers have evolved beyond being just a novelty. They have now become a sophisticated tool for brand storytelling in the era of digital-first marketing.
The impact of traditional influencers has continued to grow significantly as younger generations start having access to the internet. According to research from Mintel:
- 82% of social media users follow at least one influencer or content creator.
- 19% of users now consider themselves influencers, a number that jumps to 28% among Gen Z.
The popularity of AI influencers has also seen similar growth in recent years. A 2022 Statista survey found that 75% of U.S. respondents aged 18–24 follow at least one virtual influencer, highlighting their popularity among younger generations.
Additionally, virtual influencers often outperform human influencers in engagement rates, with an average rate of 2.84% compared to 1.72% for human influencers. These statistics show that AI influencers are now significant players in shaping online culture and brand narratives.
The Benefits of AI Influencers for Brand Publishing
Disparate brand publishers are embracing AI influencers for a number of reasons. Some of these reasons are fairly evident, such as decreased costs. However, the benefits go beyond that, including:
- Cost Efficiency and Control
AI influencers allow brands to save thousands on influencer campaigns. Unlike humans, virtual influencers don’t demand salaries, negotiate contracts or risk reputational damage by acting unpredictably. Brands also have complete creative control over what these avatars say or do, which is not possible with human influencers. - Hyper-Customization for Target Audiences
Another advantage of virtual influencers is that they can be aligned to multiple demographics. For example, a brand can create one AI avatar that participates in TikTok trends to capture younger audiences and another to use more formal language for Gen-X consumers. Additionally, avatars can reflect different genders, ethnicities and body types, offering inclusive representation without hiring multiple influencers. - Interactive Customer Experiences
AI influencers’ helpfulness can go beyond social media posts. Some can interact directly with consumers via chatbots that recommend products, answer customer service questions or engage in playful, everyday conversation. These interactions create deeper engagement, further embedding the influencer into a brand’s storytelling strategy.
The Drawbacks: Why AI Influencers Can’t Fully Replace Humans
While AI influencers bring many advantages, they also come with significant limitations:
- Lack of Relatability and Envy
Traditional influencers drive consumer behavior through a sense of aspirational envy. Followers subconsciously need to buy the promoted products to feel as stylish or successful as the influencer. However, their AI counterparts don’t have quite the same emotional pull. It’s harder to envy a virtual character, limiting their effectiveness in generating that emotional connection. - Risk of Negative Publicity
As mentioned above, some virtual influencers can engage in real-time conversations with consumers. However, these interactions may open the door to unintended controversy. Bad actors can manipulate AI avatars into saying offensive or damaging things, potentially leading to PR disasters. Think of the Microsoft Tay Twitter bot that started outputting racist tweets, leading it to be taken down 16 hours after its launch.
- Lack of Human Spontaneity
AI influencers can only mimic human behavior to an extent. The spontaneity, vulnerability and imperfections that make human influencers relatable are difficult to replicate. Some followers might see these avatars as pure advertising tools, lacking the authenticity they expect from real influencers.
Integrating AI Influencers into Brand Publishing
Want to use AI influencers as part of your brand publishing strategy? There are many ways to ensure your bot reflects your brand and interacts with customers appropriately. Here are some ideas for ensuring seamless AI influencer integration.
- Align the AI Influencer with Your Brand’s Story
AI influencers should do more than just exist; they must advance your brand’s narrative. Consider how their personality, style and content align with your brand’s mission and messaging. Use these avatars strategically, weaving them into larger campaigns that reflect your brand’s identity. - Invest in Character Development
Just like human influencers, AI avatars need to have a compelling persona. Their backstory, style and "voice" should evolve over time as your brand story grows. Make sure your virtual influencer stays relevant by adapting to changing trends and audience preferences. - Balance AI with Human Influencers
While AI influencers bring unique benefits, they work best as part of a diverse influencer strategy. Use them to complement, rather than replace, human influencers. For example, AI avatars can handle routine interactions or promote evergreen products, while human influencers provide the authenticity and emotional depth that drive deeper brand loyalty.
AI Influencers Are Storytellers, Not Just Tools
AI influencers represent a bold new direction in the intersection of technology and storytelling. But their value isn't in replacing human connection: It’s in how brands intentionally use them to complement their narratives. The real opportunity lies in crafting engaging, evolving personas that feel meaningful to consumers. When used with purpose, these digital avatars can become more than just promotional tools — they can be characters that drive lasting connections, deepening a brand’s identity in the minds of its audience.
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