AI Influencers Are Popular, But Brands Are Careful

AI influencers are becoming more common online and have many followers. However, many brands are now using them less because they don't always work well and people might not like them. The future may involve AI helping human influencers instead.
By Newsroom | Technology, Social Media |

The rise of artificial intelligence (AI) influencers on social media platforms has drawn significant attention, with virtual personas amassing millions of followers and offering brands a new avenue for engagement. However, the widespread adoption and genuine impact of these AI-generated personalities are subjects of ongoing scrutiny. While some observers perceive their growing popularity as a sign of acceptance, a closer examination suggests a more nuanced reality, where brands exhibit a cautious approach due to concerns over performance and potential backlash, even as the technology continues to evolve.

After a year covering AI influencers, I don’t think their popularity means what we assume - TechRadar - 1

The Expanding Landscape of AI-Generated Personalities

In recent years, AI-driven virtual personas have become an increasingly visible component of the online social media ecosystem. These AI characters, designed to simulate human interaction and performance, are being generated at a rapid pace.

After a year covering AI influencers, I don’t think their popularity means what we assume - TechRadar - 2

  • AI characters are observed to exist in a space that simulates performance but lacks the depth of lived human experience.

  • Their creation often involves crafting an ideal, sometimes unrealistic, standard of beauty that stands in contrast to reality.

  • The accessibility of AI technology has led to readily available instructions on how to create and monetize these artificial influencers.

Brand Engagement: A Spectrum of Interest and Hesitation

The integration of AI influencers into marketing strategies presents a complex picture for brands. While the novelty of AI creators initially sparked considerable interest, a more reserved stance is becoming apparent as marketers assess their practical effectiveness.

Read More: India's AI Summit Starts with Long Lines and Confusion

After a year covering AI influencers, I don’t think their popularity means what we assume - TechRadar - 3

  • A significant portion of brands are reportedly reducing campaigns featuring fully AI-generated influencers.

  • This pullback is attributed to factors such as potential public backlash and observed weak performance metrics.

  • However, brands remain keenly interested in leveraging AI to enhance, rather than wholly replace, human influencer campaigns.

  • The expectation is that as AI technology matures, interest in its application within influencer marketing may see a resurgence.

"Brands are booking fewer campaigns with AI influencers this year, according to marketing firm Collabstr." (Business Insider)

"While some marketers skip AI creators to avoid backlash, others said they simply don't perform." (Business Insider)

The Question of True Influence and Human Connection

A central debate surrounding AI influencers revolves around their capacity to replicate the authentic connection and relatability that human influencers cultivate with their audiences.

Read More: Reddit Uses AI to Help But Focuses on Real People

After a year covering AI influencers, I don’t think their popularity means what we assume - TechRadar - 4

  • AI influencers, while capable of showcasing impressive creativity, are fundamentally pattern-based and lack genuine human experience.

  • The most effective future for influencer marketing is envisioned as a synergy of human creativity augmented by AI tools, rather than a complete AI takeover.

  • The intrinsic value of human relatability and lived context remains a critical differentiator that AI currently struggles to emulate.

"AI still follows patterns… That’s where AI still falls short… It’s ‘AI + Humans.’ The most successful influencers will use AI to enhance their creativity while keeping their personal brand intact." (Analytics Insight)

"AI personas undeniably showcase excellent creativity. This suggests that while AI influencers intrigue audiences, their long-term impact remains unclear." (The Drum)

Performance and Potential: Analyzing the Value Proposition

The commercial viability of AI influencers is a key consideration for brands. Early adoption was driven by novelty, but sustained success hinges on demonstrable returns and engagement.

Read More: Infosys and Anthropic Work Together on AI

  • Despite attracting substantial followings, the actual performance of AI influencers in driving consumer action is under scrutiny.

  • The ability of AI influencers to connect with audiences on a deeper, more emotional level compared to human counterparts is a point of contention.

  • While AI influencers are a nascent segment, their numbers are projected to grow, prompting ongoing evaluation of their long-term impact.

"While some brands may be pulling back on campaigns featuring fully AI-generated influencers, they're still very interested in using the tech to partially enhance influencer campaigns." (Business Insider)

Expert Perspectives: Navigating the AI Influencer Landscape

Industry experts offer insights into the evolving role and limitations of AI in the influencer sphere, emphasizing a collaborative future over complete displacement.

  • Senju, an industry expert, predicts that the most successful influencers will integrate AI to amplify their creative output while preserving their authentic personal brand, framing the future as "AI + Humans." (Analytics Insight)

  • There is a consensus that AI influencers, despite their technical capabilities, fall short in replicating genuine human creativity and relatability. (Analytics Insight, The Drum)

  • The long-term influence and impact of AI personalities are still considered unclear, suggesting a period of continued observation and strategic planning for brands. (The Drum)

Conclusion: A Period of Adjustment and Integration

The presence of AI influencers has undoubtedly surged, capturing significant online attention and offering new creative possibilities. However, the initial enthusiasm is being tempered by practical considerations regarding performance, authenticity, and brand risk. While AI technology continues to advance, enabling the creation of increasingly sophisticated virtual personas, the fundamental gap in lived experience and genuine human connection persists.

Read More: Mikayla Nogueira Tells Followers About Her Divorce

Brands are currently navigating a phase of adjustment, expressing continued interest in AI's assistive capabilities for content creation while adopting a more cautious approach to fully AI-generated personalities. The prevailing sentiment suggests that the future of influencer marketing lies not in the replacement of human creators by AI, but in a hybrid model where AI tools augment human creativity and engagement. The long-term success and integration of AI influencers will likely depend on their ability to demonstrate tangible value beyond novelty, bridging the perceived divide between artificial generation and authentic influence.

Sources

Read More: Redmi Note 15 Pro+ Is Tough and Lasts Long, But Not the Newest

Frequently Asked Questions

Q: What are AI influencers?
AI influencers are computer-made people who act like real people on social media. They can have many followers.
Q: Why are brands using AI influencers less?
Brands are using them less because they sometimes do not perform well. Also, people might not like that they are not real, which can cause problems for the brand.
Q: What is the future of AI influencers?
The future might be AI helping human influencers to be more creative. It is unlikely that AI influencers will fully replace real people.
Q: Do AI influencers feel real?
AI influencers can look and act real, but they do not have real feelings or life experiences. This makes it hard for them to connect with people like real influencers do.