The influencer game is changing—again. Just when we thought we had a grip on micro vs macro and key opinion leaders (KOLs) vs creators, AI influencers have come on the scene.
Now, these aren’t just people behind filters. These are completely computer-generated personas, sometimes modelled on real people, sometimes entirely fictional, who now grace social media and push “their” opinions.
What does this mean for creating trust online with your customers? Will this trend have a net helpful or harmful effect on your business?
In Part I of this series, we looked at influencer marketing through the lens of KOLs. Now, let’s look at AI influencers.
Wait, what are AI influencers?
AI influencers are virtual characters designed with a mix of computer graphics, AI and, increasingly, machine-learning models that “learn” how to speak and behave like a relatable online personality. Some are run by creative agencies, others by tech startups, and a few by fashion houses and big brands themselves.
Some of the most well-known examples are Lil Miquela, a “19-year-old robot” with over 2M followers; Imma, a pink-haired Japanese AI model, and Shudu, dubbed the world’s first digital supermodel.
AI influencers usually have fully built-out personalities, political views, fashion styles, and backstories, and boy-oh-boy do their audiences engage! They get likes, shares, DMs, and partnerships. Lots of them.
Are they replacing traditional influencers?
Not quite. But they are introducing a new version of influence that’s completely controlled, never tired, and never late to a shoot. No scheduling conflicts, no off-brand moments, no sudden controversies.
For brands, that might sound pretty attractive. With AI influencers, every post is planned and perfectly on-message, every image is high-quality, and every caption is approved in advance.
But these AI personas don’t actually use the skincare, test the car, or eat at the restaurant. They don’t get feedback from a real audience in real time (though their teams do). They represent a curated ideal, not a lived reality.
What does this mean for social proof?
This is the big question. Traditional influencers work because they’re relatable, aspirational and, most of all, real. Their content feels like a recommendation from a friend who’s already tried the product, but with AI influencers, the relationship is different. Their followers know they aren’t real, yet they still engage. That might sound paradoxical, but it says something interesting about the future of marketing… maybe social proof is evolving.
We may be heading into a world where it’s less about who is “real” and more about who tells the most consistent, compelling story, whether they’re flesh and blood or pixels and code.
Are AI influencers the future? A passing trend? A potential partner? A threat to traditional creators?
Right now, they’re mostly an evolving development. For businesses exploring new ways to capture attention and build relevance, they’re worth paying attention to, even if only as temperature gauges of where the future of engagement is headed.
In the meantime, let’s talk if you’re wondering how to unlock more awareness and sales in your specific niche. We work with one of the best PR agencies in the business to help you use influencer marketing and social proof to grow your business.