The next big space where AI seems to be taking over, is social media… AI influencers are these digital personalities you keep seeing promote products and brands online. They do not exist in real life but appear on social media with names, voices, and online identities that often feel real to followers. Some look like people, while others resemble cartoon figures or stylised avatars.
According to Ariel Sims from Digitas, brands are turning to AI influencers to cut costs and run smoother campaigns. They are always available, never caught in scandals, and work non-stop.
Research from Digitas shows that 73% of marketers believe AI can automate most of influencer marketing. Virtual influencers such as Lil Miquela, Shudu, and Lu do Magalu have already gained millions of followers, working with brands like Prada, Fenty Beauty, and Magazine Luiza.
Why Are Businesses Using Them?
The influencer marketing sector reached $23.6 billion in May 2025 and is expected to keep growing. Companies are using AI influencers to help their online shops perform better. A leading influencer group found that virtual influencers have engagement rates nearly 1.5% higher than human influencers.
About 74% of shoppers say influencers affect their buying choices, so brands are now testing out virtual figures. More than 66% of marketers saw better results after adding AI to campaigns. These results include higher visibility and better sales.
Companies also have more control. AI influencers will not make public errors or post off-brand content. They are cheaper to maintain than people, especially when large-scale, global campaigns are needed.
What Are People Worried About With This Rise?
Not everyone is convinced. A report by the World Federation of Advertisers says that 96% of multinational brands have concerns about trust and customer response. Only 15% have used AI influencers, and 60% said they do not plan to try them. Authenticity was the top worry for 73% of those surveyed.
Meta shut down its CGI influencer project in 2025 after people complained about transparency and tone. Most brands also do not have rules in place yet. Only 22% have set internal guidelines, and 78% said they would tell users when an influencer is AI-generated.
Where Else Might They Be Used From Here?
WFA research shows that companies see the Asia-Pacific region as a good place to test AI influencers. Outside of China, 67% said they would try them there. China itself received 56% support, followed by 44% in North America and only 33% in Europe and Latin America.
Although AI influencers are gaining ground, they are still viewed as a risk. While they can save time and money, brands must be careful not to lose the trust of real people
How Will The Rise Of AI Influencers Impact Content Creators?
Our Experts:
- Jerrica Long, Storyteller Expert and Creator, Greenlight Yourself
- Bob Bilbruck, CEO, Captjur
- Kate Andreeva, Head of Influencer Talent Relations, HypeFactory
- Eric Turney, Sales and Marketing Director, The Monterey Company
- Noam Giras, Head of Media Partnerships, Tailor Brands
- Meera Watts, CEO & Founder, Siddhi Yoga
- Daisy Rose, Co-Founder, The Content Cloud Network
- Railey Molinario, Founder, Relationship Intelligence™
Jerrica Long, Storyteller Expert and Creator, Greenlight Yourself
“The impact that AI influencers have on content creators means content creators really need to lean into building their brand up as well.
“If you are just sharing content like AI can, than that is not unique. If you are instead also making sure to have a brand that leaves consumers with a feeling, emotion, or just ultimately makes you stand out, this will be key in the AI age. People crave people and connection. Content creators need to make sure to tap into that.”
Bob Bilbruck, CEO, Captjur
“AI influencers could be a chat bot or some kind of AI platform or system providing that comments or content – machines talking to machines – the danger is what happens when we run out of original human made content and all that is happening is regurgitation of information that has been on the internet forever.
“There is AI being developed like Symbolic Mind AI that are working on new approaches to AI that don’t take the complete data lake to give an outcome but starts at an assumption of information then gives an answer. This is important that these systems actually learn and eventually think on their own -scary but necessary if we want the systems to work like humans.”
Kate Andreeva, Head of Influencer Talent Relations, HypeFactory
“I communicate with influencers every day and I don’t feel really strong influence of AI creators on the industry. I would say that there are still quite a few of them on my radar.
“On the one hand, virtual influencers are interesting, unusual, and convenient. After all, such creators take away the incentive to act irrationally in the factual world. The possibility of making a mistake by them has almost vanished.
“However, today the value of a human to human approach is becoming more important than ever. In the age of technologies, people crave authenticity, honesty, human touch. For this reason, real influencers will still lead and set the bar high for virtual ones, rather than vice versa.”
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Eric Turney, Sales and Marketing Director, The Monterey Company
“The rise of AI influencers is both a disruption and a wake-up call for content creators. On the one hand, it’s forcing human creators to up their game, focusing more on authenticity, storytelling, and relatability, precisely the things AI still struggles to replicate. On the other hand, brands are starting to see AI influencers as a cost-effective, 24/7 marketing machine, which raises the bar for human creators to prove their unique value.
“At The Monterey Company, we work with numerous creators and brand ambassadors, and we’ve already seen a shift: creators who embrace their niche, show their behind-the-scenes process, or build a community are thriving. The ones trying to compete on ‘perfect’ content alone are losing ground, because now AI can do that too. The future isn’t about man vs. machine, it’s about leveraging the human touch in ways AI can’t imitate.”
Noam Giras, Head of Media Partnerships, Tailor Brands
“I believe creators shouldn’t just leverage AI to become 10x more productive — they should embrace it as if it were here to replace them entirely.
“Here’s what I mean: yes, it’s scary that AI could potentially replace an entire industry of small UGC creators without large followings. But those same creators have an opportunity to use AI tools to dramatically increase their productivity, pitch to more brands, create additional avatars of themselves (or entirely new ones), and turn their hands-on creator experience into value in the AI-driven world.
“Another path forward is for experienced creators to become consultants, guiding newcomers on how to navigate this unprecedented landscape.
“Being a creator today means being a business. And that’s exactly where Tailor Brands comes in. We’re a business-building platform with over 180,000 paid subscribers. We help creators and solopreneurs turn their side hustles into real businesses — from forming an LLC and staying compliant, to building a website, managing finances, and branding. All in one dashboard.
“Whether you’re a creator, coach, or consultant — if you’re treating this seriously, treat it like a business from day one. That’s the difference between a viral moment and a lasting career.”
Meera Watts, CEO & Founder, Siddhi Yoga
“I cannot claim to be a project management expert but in terms of wellness, I can give some of the similarities that I have observed. General Project Management usually concentrates on small projects and their short-term objectives. It is usually more short term and task oriented and with certain goals that must be achieved within a given time. Conversely, Enterprise Project Management is more of a higher level in which the aim is to synchronise a number of projects within the whole organisation to achieve long term strategic goals.
“The primary advantage of Enterprise Project Management is that it gives a single direction in an organisation. It makes sure that resources are effectively distributed and every project is in line with the general mission. It makes it a lean process with every project contributing to the bigger picture, minimising redundancy and enhancing effective decision-making. I use the same principles in managing several courses and initiatives to make sure that all of them are working to achieve the bigger picture of Siddhi Yoga.”
Daisy Rose, Co-Founder, The Content Cloud Network
“There’s always going to be new opportunities with AI, however, a core reason that our business continues to expand, is that people buy from people – real people.
“Interestingly, the increasing rise of AI creators has come at the same time as the rise of the larger, mass-market approach of influencer marketing becoming slightly less effective, and the rise of smaller, more niche, community-focussed creators becoming more effective.
“Both almost counteract the other – so we don’t necessarily think it is a threat, because the demand for raw, authentic people isn’t going anywhere.
“We’ve seen companies like LuxeGen, hopping on the trend but it appears as a bit more of a fad, which died down pretty quickly.
“We do find it interesting that real creators do incorporate AI into their content as a fun, interesting and engaging way to create content for their audience – through ways such as editing styles & streamlining content across multiple platforms through AI systems, helping them work smarter not harder.”
Railey Molinario, Founder, Relationship Intelligence™
“AI influencers may dominate the digital stage with precision and scalability, but they can’t replicate human connection. As creators, our edge lies in emotional resonance, storytelling, and authenticity. The rise of AI signals a shift, not a threat. Those of us who double down on relational depth and audience intimacy will thrive. RI (Relationship Intelligence™) is the future-proofing strategy for brands who want to remain human in a machine-driven world.”
“The rise of AI influencers is changing how content creators compete for relevance and attention. I’ve worked with brands experimenting with AI avatars for campaigns that once relied on real creators. While these AI figures offer reliability and control, they lack human depth and lived experience.
“Their presence, however, pushes creators to focus on what AI can’t replicate—authenticity, relatability, and emotional connection. As a result, creators who prioritise storytelling and community are gaining more recognition. In this way, AI shifts the game but also elevates the value of being real.