While the phrase “social media isn’t real” has become a refrain aimed at helping digital consumers separate aspirational imagery and content (with all of its tweaks, filters, and cropping) from real-world considerations and lived experiences, the phrase now takes on new meaning: Some of today’s popular influencers aren’t real people at all. They’re creations of artificial intelligence, and ecommercebusinesses are occasionally using them to reach new audiences and boost sales.Learn more about AI influencers and the ways they can help promote your business.
What is an AI influencer?
An AI influencer, also known as a virtual influencer (VI), is a computer-generated character designed to resemble a real person and promote products or brands on social media platforms.
“AI influencers are beginning to gain popularity in the world of marketing and ecommerce, as they offer a cost-effective and efficient way to promote products and engage with consumers,” says Ariel Sims, senior vice president of paid social for Digitas, a global marketing agency specializing in digital advertising.
An AI influencer can have a unique personality, voice, and backstory to make them engaging for their (human) followers.
How to use AI influencers in marketing
Marketing professionals can hire AI influencers to create and share content like product placement photos and unboxing videos on social media platforms—just as a human influencer would—as part of a broader digital marketing campaign. Ecommerce brands can also deploy AI influencers to run interactive campaigns like polls, quizzes, or contests, encouraging user participation and brand awareness.
“Using an AI influencer may make more sense than using a human influencer in certain situations, such as when cost, control, or niche targeting are critical factors,” Ariel says. “AI influencers are also a great match for experimental campaigns and content ideas that would be difficult for humans to execute.”
AI influencers can be programmed to speak different languages and adapt their cultural references, enabling them to connect with audiences in diverse geographical regions. And unlike real influencers with busy schedules and the need to sleep, an AI-generated influencer can churn out content consistently, ensuring a steady stream of social media posts to keep audiences engaged.
Pros of using an AI influencer
There are a number of benefits to employing AI influencers:
Control
Businesses and brands that create their own AI influencers have complete control over their image, personality, and brand messaging. Unlike human influencers who might make controversial statements or get caught up in scandals, AI influencers can be designed to maintain an uncontroversial persona.
“AI influencers can consistently create content that showcases brand voice and brand image,” Ariel says. “Another pro is that AI influencers can leverage data and advanced algorithms to create content that is not influenced by other brands but is instead inspired by the people who follow and engage with the brand itself.”
Cost
Compared to human influencers, basic AI influencers can offer cost benefits (highly complex ones can, however, be expensive). There's no need for expensive photoshoots, travel arrangements, or ongoing negotiations for content creation. As a result, AI influencers are becoming a compelling option for brands seeking to stretch their marketing budgets further.
“AI Influencers are great for productivity and cost control,” Ariel says. “As they are not human, AI influencers can be available 24/7 interacting with followers and potential customers, continuing to build community, and driving engagement.”
Innovation
AI influencers allow marketing teams to experiment with new storytelling methods and formats. Brands can play with animation and special effects to create engaging content.
Cons of using an AI influencer
The drawbacks of AI influencers are still being unearthed, but so far they may come up short in the following ways:
Authenticity
The lack of authenticity is a consistent issue in AI influencer marketing. Although AI influencers can be visually appealing, some audiences find they lack the genuineness of human influencers.
“Influence by its very nature relies on authenticity and that’s the main reason that AI influencers are fundamentally a paradox, as they are not authentic in any way,” says Dickon Laws, global head of innovation services for global creative agency Ogilvy’s Emerging Experience Lab. “They are, by definition, artificial.”
Emotional connection
Because they’re not human, AI influencers may not make strong emotional connections with followers. AI technology is still evolving in replicating human expressions and interactions, which might hinder their ability to foster a deep commitment from followers.
“Consumers could also be hesitant to share experiences and communicate with what they associate as a ‘robot,’” Ariel says.
Ethics
Most critically, there are ethical considerations when using AI influencers. Transparency about the use of AI influencers is crucial to avoid misleading consumers, because deception can damage brand trust. This issue is likely to intensify as advances in AI tools make it harder to distinguish real people from a computer program.
Noteworthy AI influencers
Some of the best-known and most popular AI influencers include:
Lu do Magalu
Hailing from Brazil, Lu do Magalu is a virtual influencer created by retail giant Magazine Luiza. With a friendly personality, Lu do Magalu serves as the brand’s spokesperson, promoting products, offering styling tips, and interacting with customers on social mediaplatforms. With nearly seven million followers, Lu’s Instagram feed showcases product testing and reviews, and interviews with customers about their favorite purchases.
Lil Miquela
Launched in 2016, Lil Miquela is considered one of the first and most popular virtual influencers. With 2.6 million Instagram followers, Lil Miquela has collaborated with successful brands like Prada, Calvin Klein, and Samsung for sponsored content and social media campaigns. Described on her Instagram profile as a “21-year-old Robot living in LA,” Lil Miquela promotes products while maintaining a carefully crafted online persona that includes music releases and social commentary.
Imma
With 388,000 followers on Instagram, Imma is a popular virtual influencer in Japan (where her primary target audience is located). She has also attracted a global fan base through brand campaigns with fashion brands like Coach, Fendi, and Prada. Imma is a voice for the future of virtual influencers, having given a virtual Ted Talk in Vancouver in April 2024 along with her human creator/counterpart Sara Giusto.
Shudu
Shudu is an AI supermodel with more than 240,000 followers on Instagram. Shudu has appeared in digital editorial spreads for Country and Town House, Nylon, and international editions of Vogue, among other fashion publications, while also working with clothing, fragrance, and makeup brands like Karl Lagerfeld, Rabanne, and Fenty Beauty. Shudu is now one of several models from digital modeling agency The Diigitals.
Meta AI influencers
In the fall of 2023, Meta rolled out a community of its own AI influencers on Facebook and Instagram. These AI characters can interact with users, responding to comments and messages in a consistent voice and style.
Most of them fall into the category of micro-influencers—niche social media accounts with follower counts between 1,000 and 100,000. Among Meta’s AI influencers are Lorena, a globe-trotting traveler who you can message for travel planning tips; Max, a digital chef with recipes for quick and easy meals; and Carter, a relationship influencer with the goal of helping followers date better.
And Meta might not be alone in launching its own AI influencer agency. TikTok is also reportedly developing its own virtual influencers to promote and sell items on the viral video app.
AI influencer FAQ
How do you make an AI influencer?
To create an AI influencer, start by defining your target audience, and craft an appropriate persona. Develop a backstory, personality traits, and visual style. Then, use AI tools to create images of your AI character in a variety of settings.
What is an AI influencer?
An AI influencer is a computer-generated character designed to resemble and act like a real person on social media platforms. AI enables them to interact with audiences in a somewhat automated way, such as responding to comments with programmed messages, while CGI creates the realistic visual appearance of the AI influencer.
Are AI influencers legal?
Currently, AI influencers are legal, and there are no explicit laws or regulations specifically addressing their use. However, there are many ethical matters to consider, such as the potential for misleading viewers and damaging brand reputation.
