Blog Post

Are computer-generated personas really taking over social media?

Influencers have commanded social media for years, setting trends and guiding their followers’ shopping habits with the content they post — ultimately forging an industry worth more than $20 billion. And the landscape is evolving quickly amid the rise of a new player: the AI influencer.

AI influencers, also known as virtual influencers, are computer-generated characters that promote products on social media. Often created with CGI, motion capture, and artificial intelligence, these digital personas are designed to behave the way a human influencer would online, offering brands a unique way to connect with consumers.

Among the most popular AI influencers is Lil Miquela, who has appeared in ads for fashion companies like Chanel and Givenchy and who champions progressive politics when she’s not busy discussing what it’s like being a young robot living in Los Angeles. Another is Lu of Magalu — a creation of Brazilian big-box retailer Magazine Luiza — who has partnered with prominent brands like Adidas and Samsung, and even runs her own YouTube channel.

Blurring the lines between the real and virtual worlds, these AI influencers are transforming the way content is created, consumed, and marketed. With millions of followers engaging with their content and purchasing the products they promote, they are innovative tools that brands can use to better connect with audiences in an increasingly saturated social media space.

AI influencers are blending cutting-edge technology with interesting new storytelling methods, making influencer marketing a more customizable, creative, and cost-effective option.

AI influencers are highly customizable. They aren’t limited by the confines of time, space, or physics. Their creators can make them look and act however they want and can make alterations with just a few lines of code. This flexibility allows brands to be much more creative with how their products are marketed.

Because AI influencers are so customizable, brands have “a lot more control over what they say and do.” Human influencers have their own feelings, perspectives, and goals, which can cause them to create content in ways that don’t necessarily align with a brand’s vision. AI influencers only say and do what they are specifically programmed to say and do, making it easier for brands to maintain consistency in messaging.

While the cost of working with them varies widely, AI influencers tend to be less expensive than their human counterparts with similar following sizes. For instance, a human influencer with a million or more followers might charge upwards of $250,000 per post, while some AI influencers charge around $9,000.

Brands can easily create multiple virtual influencers that target specific demographics and markets. These influencers can create content and engage with followers around the clock, which isn’t true of human influencers. This allows brands to deliver content faster and more efficiently.

Social media is inundated with content, making it challenging for brands to stand out. Partnering with AI influencers is one way of breaking through the noise, offering brands innovative ways to engage consumers.

Most marketing experts say that social media users crave authenticity, especially younger users. The ultra-curated, picture-perfect world of these virtual characters does not appear to resonate with many.

Young consumers use social media to seek guidance on fashion, travel, and social issues. Input from AI influencers can come off as disingenuous, as they lack real-life experiences that inform their perspectives.

The problem of authenticity can be especially thorny if it is unclear whether an influencer is, in fact, real. Misleading portrayals of AI influencers can lead to a lack of trust among consumers.

Many top AI influencers today are young, thin, and female, raising concerns about harmful gender stereotypes and unrealistic beauty standards. These virtual personas can perpetuate objectification and commodification of various identities without meaningful engagement with the communities they represent.

No two AI influencers are alike. While some are created using sophisticated CGI and photo-editing tools, others are made with simpler image generators. Some have real people writing captions, while others use AI to interact with followers in real-time.

Regardless of the technology used, the process of maintaining success as an AI influencer resembles that of a human influencer. They cultivate a persona with core values and goals that followers and brands can align with. Brands can also create their own AI influencers, customizing them to meet their marketing needs.

The rapid advancements in generative AI are propelling the AI influencer industry to new heights, making it easier to create unique digital personas that engage with audiences in innovative ways.

1. Lil Miquela: With millions of followers, she has collaborated with top fashion brands.
2. Rozy: Known for her realistic appearance, she has gained popularity on various platforms.
3. Shudu: Dubbed the first digital supermodel, she embodies a blend of fashion and technology.
4. Noonoouri: A cartoonish character, she focuses on fashion and beauty.
5. Kuki: A virtual influencer that engages with audiences through interactive content.
6. Lu of Magalu: Promotes various brands and engages with audiences across platforms.

1. What are AI influencers? AI influencers are computer-generated characters designed to promote products and engage with audiences on social media platforms. They often utilize CGI and artificial intelligence to mimic human behavior and communication.

2. How do AI influencers differ from human influencers? AI influencers are entirely virtual and customizable, allowing brands greater control over their messaging and image. Unlike human influencers, they do not have personal experiences or emotions, which can affect their relatability.

3. What are the advantages of using AI influencers? Some benefits include:

• Creative Freedom: Brands can design AI influencers to fit specific campaign needs.
• Cost-Effectiveness: AI influencers can be less expensive than human influencers.
• Scalability: Multiple AI influencers can target various demographics simultaneously.
• Consistency: Brands maintain complete control over messaging and representation.

4. Are AI influencers credible? Credibility can be a challenge. While they can create engaging content, their lack of real-life experiences may make them less relatable. Additionally, transparency about their artificial nature is essential for building trust with audiences.

5. Can AI influencers build a loyal following? Yes, AI influencers can develop a following, but their ability to foster genuine connections may be limited compared to human influencers. Success often depends on how well they engage with audiences and represent brand values.

6. What challenges do AI influencers face? Some challenges include:

• Perceptions of Authenticity: Many users prefer authentic, relatable content.
• Cultural Sensitivity: They can inadvertently perpetuate stereotypes if not designed thoughtfully.
• User Trust: It can be difficult for consumers to fully trust a virtual persona.

7. How are AI influencers created? They are created using a combination of CGI technology, motion capture, and AI algorithms. Some may have real people behind their content creation, while others operate independently using AI to generate interactions.

8. What types of brands can benefit from AI influencers? Any brand looking to enhance its digital marketing strategy can benefit from AI influencers, particularly those in fashion, beauty, technology, and entertainment, where visual appeal and engagement are crucial.

9. Are AI influencers a passing trend? While the novelty of AI influencers may fade, their integration into marketing strategies appears to be growing. As technology advances, they are likely to become a more established part of the influencer marketing landscape.

10. How do I follow or interact with an AI influencer? AI influencers can be followed on social media platforms like Instagram, TikTok, and YouTube, just like human influencers. Interactions typically involve commenting on their posts, engaging with their content, and participating in any promotional campaigns they endorse.

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