The phrase “social media isn’t reality” has often been used to help digital consumers distinguish between idealized images and content (with all the tweaking, filtering, and cropping) and real-world experiences. But now, the phrase has taken on a new meaning. Some of today’s most popular influencers aren’t real people, but AI creations. Ecommerce companies are sometimes using them to reach new audiences and drive sales. Learn more about AI influencers and how they can help you promote your business.

What is an AI Influencer?

AI influencers, or virtual influencers (VI), are computer-generated characters designed to promote products or brands on social media platforms and are made to look like real people.

“AI influencers are becoming increasingly popular in the marketing and ecommerce world because they offer a cost-effective and efficient way to promote products and connect with consumers,” says Ariel Sims, SVP of paid social media at Digitas, a global marketing agency specializing in digital advertising.

AI influencers have unique personalities, voices, and backstories that can appeal to (human) followers.

How to Use AI Influencers in Marketing

Marketing professionals can hire AI influencers to create and share content, such as product placement photos or unboxing videos, on social media platforms as part of a broader digital marketing campaign, just like human influencers do. Ecommerce brands can use AI influencers to run interactive campaigns, such as polls, quizzes, and contests, to drive user engagement and increase brand awareness.

“When cost, control, or niche targeting are important factors, using AI influencers may make more sense than human influencers,” says Ariel. “AI influencers are also great for experimental campaigns and content ideas that would be difficult for humans to execute.”

AI influencers can be programmed to speak multiple languages ​​and can adjust cultural references to connect with audiences in different regions. Unlike real influencers who have busy schedules and need sleep, AI-generated influencers can produce content consistently, ensuring a steady stream of social media posts to keep audiences engaged.

Advantages of Using AI Influencers

• control
• expense
• innovation

There are several advantages to hiring an AI influencer:

control

Companies and brands that create AI influencers have complete control over their image, personality, and brand messaging. Unlike human influencers who may make controversial statements or get caught up in scandals, AI influencers can be designed to maintain a non-controversial persona.

“ Ariel says, “AI influencers can create content that is consistent with your brand voice and brand image. Another advantage is that AI influencers can use data and advanced algorithms to create content inspired by people who follow and engage with your brand itself, rather than being influenced by other brands.”

expense

Compared to human influencers, basic AI influencers can offer cost advantages (although highly sophisticated AI influencers can be expensive). There is no need for expensive photo shoots, travel arrangements, or ongoing content creation negotiations. As a result, AI influencers are becoming an attractive option for brands looking to use their marketing budgets more efficiently.

“AI influencers are great for productivity and cost management,” says Ariel. “Because they’re not human, AI influencers can interact with their followers and prospects 24/7, continuously building their community and driving engagement.”

innovation

AI influencers allow marketing teams to experiment with new storytelling methods and formats. Brands can use animations and special effects to create engaging content.

Disadvantages of Using AI Influencers

• Authenticity
• emotional connection
• ethic

The shortcomings of AI influencers are still being discovered, but so far they may fall short in the following ways:

Authenticity

Lack of authenticity is a consistent problem with AI influencer marketing. While AI influencers can be visually appealing, some audiences may find them lacking the authenticity of human influencers.

“Influence is inherently reliant on authenticity, which is a key reason why AI influencers are fundamentally contradictory, because they are by definition artificial,” says Dickon Laws, global head of innovation services at Ogilvy ’s Emerging Experiences Lab.

emotional connection

Because AI influencers are not human, they may not be able to form strong emotional bonds with their followers. AI technology is still evolving to replicate human expressions and interactions, which may hinder their ability to form deep bonds with followers.

“Consumers may be hesitant to share experiences and interact with something that they perceive as ‘robotic,’” says Ariel.

ethic

The most important thing is that ethical considerations are necessary when using AI influencers. It is important to be transparent about the use of AI influencers, as misleading consumers can damage brand trust. This problem is likely to worsen as AI tools advance, making it harder to distinguish between real people and computer programs.

Notable AI Influencers

• Lu do Magalu
• Lil Miquela
• Forehead (Imma)
• Shudu

Meta AI influencers Some of the most well-known and popular AI influencers are:

Lu do Magalu

Brazilian Ludo Magalou is a virtual influencer created by the retail giant Magazine Luiza. With a friendly personality, Ludo Magalou acts as a spokesperson for the brand, promoting products, offering styling tips, and interacting with customers on social media platforms. Ludo’s Instagram feed, which has nearly 7 million followers, features product tests, 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 worked with successful brands such as Prada, Calvin Klein, and Samsung to create sponsored content and social media campaigns. Described on her Instagram profile as a “21-year-old robot living in LA,” Lil Miquela maintains a carefully crafted online persona that includes music releases and social commentary while promoting products.

Forehead (Imma)

With 388,000 Instagram followers, Ima is a popular virtual influencer in Japan (where her primary target audience is located). Ima has also built a global fan base through brand campaigns with fashion brands such as Coach, Fendi, and Prada. Ima represents the future of virtual influencers, and was even featured in a virtual TED Talk in Vancouver in April 2024 alongside human creator/agent Sara Giusto.

Shudu

Shudu is an AI supermodel with over 240k followers on Instagram. Shudu has been featured in digital editorials for several fashion magazines including Country and Town House, Nylon, and international Vogue, and has collaborated with clothing, fragrance, and makeup brands such as Karl Lagerfeld, Rabanne, and Fenty Beauty. Shudu is currently one of several models working for The Digitals, a digital modeling agency.

Meta AI Influencer

In the fall of 2023 , Meta launched its own community of AI influencers on Facebook and Instagram. These AI characters can interact with users, responding to comments and messages with a consistent voice and style.

Most of them fall into the micro-influencer category, niche social media accounts with between 1,000 and 100,000 followers. Some of Meta’s AI influencers include Lorena , a world traveler who offers travel planning tips, Max , a digital chef who offers quick and easy recipes, and Carter , a relationship influencer who helps her followers get better dates.

Meta may not be the only one launching its own AI influencer agency. TikTok is also reportedly developing its own virtual influencers to promote and sell products on its viral video app.

AI Influencer FAQs