The Rise and Revolution of AI Influencers
It's becoming harder to deny that AI influencers are rapidly permeating marketing strategies. Research in the European Journal of Marketing found that consumers are equally likely to follow and talk about AI influencers as they are human influencers.
Tech giants such as Amazon, Google, and Meta have been leading the charge in AI-driven advertising, encouraging brands to capitalize on advanced AI tools to boost marketing effectiveness, cut down on expenses, and achieve laser-focused targeting. Thanks to this technological breakthrough, we now have AI-generated influencers that are not only cost-effective but also deliver a steady stream of engaging content.
What are AI Influencers?
AI (Artificial intelligence) influencers are virtual personalities created with advanced AI technologies to mimic the behavior of human influencers on social media platforms. These digital characters have no notion of aging, hunger, rest, or downtime. Furthermore, brands are beginning to recognize their potential for uncharted creativity and scalability, which is in part why they are gaining so much traction.
Types of AI Influencers
There are three main types of AI influencers:
Non-humans: characters that are entirely fictional and don't resemble humans.
Animated humans: cartoon-like characters that have human traits.
Life-like CGI humans: hyper-realistic characters that look almost indistinguishable from real humans.
Each type offers unique ways to connect with audiences by blending technology and creativity through 3D modeling, AI algorithms, and creative scripting. The content creation process involves teams of designers, animators, and AI specialists who ensure the influencer’s posts are visually appealing and engaging.
Leading AI Influencers
Lil Miquela
Trevor McFedries and Sara DeCou brought Lil Miquela to life in 2016, presenting her as a captivating 19-year-old Brazilian-American sensation. With a massive following of 2.5 million followers on Instagram, she partners with renowned fashion brands such as Calvin Klein and Prada.
Aitana Lopez
Aitana, created in 2023 by an AI modeling agency, represents Spain's pioneering AI influencer. With her vibrant pink hair and unwavering passion for fitness, Aitana has become a sought-after collaborator for popular brands like Olaplex and Brandy Melville Spain. She reportedly earns $1,000 for each post that she shares, demonstrating the strength of her influence.
Shudu Gram
In 2017, Cameron-James Wilson, a fashion photographer, introduced Shudu Gram, said to be the world's very first digital supermodel. Designed with the allure of a South African princess Barbie doll, Shudu quickly rose to prominence, specifically through her posts showcasing Fenty Beauty's bright orange lipstick.
Noonoouri
Content creator, Joerg Zuber introduced Noonoouri to the world in 2018, instantly capturing attention with her unique and playful appearance. She is affiliated with the modeling and talent management agency, IMG, and advocates for sustainability. She has also dabbled in music, partnering with Warner Music to launching her debut single, "Dominoes."
Lu of Magalu
Brazil's digital sensation, Lu, is not just about style tips—she's a prime example of how AI is transforming retail and beyond. Originally launched by Magazine Luiza in 2003 to assist online shoppers, Lu has skyrocketed in popularity, becoming the brand's heart and soul, and a social media icon.
As Brazil's first non-athlete to represent Red Bull, she's breaking boundaries and using her platform to address important social issues including violence against women. She has collaborated with Adidas and McDonald's, and also became the first virtual model to feature on the cover of Vogue Brasil.
Future Prospects
As AI influencers become more prevalent, transparency issues arise. Some platforms, like TikTok, now require clear disclosures for synthetic or manipulated media. Despite these challenges, AI influencers have the potential to transform social media and influencer marketing by fusing digital innovation with reality.
For one, they allow brands to be more creative. AI talents are highly customizable, as their creators can make them look and act however they want. They can be in multiple places at once, speak to audiences in different languages and bounce between fantasy and reality. This suggests that brands possess increased adaptability in how their products are marked, allowing them to experiment with novel and distinctive concepts and tactics.
Of course, this flexibility goes hand in hand with control over messaging. Humans bring their own emotions, perspectives, and goals to their content, which might not always align with a brand's vision. However, AI influencers are designed to stay on message, and any mistakes they make can be quickly corrected.
AI influencers are being increasingly elevated as innovative, cost-effective, and risk-free solutions for brands, contributing to a future where AI plays a critical role in their marketing strategies.
An-yal is the leading advertising agency for lifestyle brands worldwide. Learn more about our AI influencers and AI-optimized communication strategies.
