Not too long ago, brands would queue up to work with the biggest names on Instagram or YouTube. From a fitness guru selling protein shakes to a lifestyle blogger recommending the latest skincare, influencers became the middle ground between glossy adverts and word-of-mouth.
Now, though, a new character has entered the room – literally one that doesn’t exist. Artificial intelligence (AI) influencers are cropping up everywhere, and some already boast hundreds of thousands of followers.
What are AI influencers?
Think of them as the marketing equivalent of The Sims, only with better filters. They look real, act real and post like they never sleep.
Take Lil Miquela, for example. She’s a virtual model with over two million Instagram followers who collaborates with fashion brands. To a casual scroller, she could be any other influencer sharing outfit snaps. For businesses, the attraction is obvious: she doesn’t get tired, she doesn’t ask for a pay rise – and she’s not going to land you in the tabloids for partying too hard.
The risks behind the hype
Here’s the catch. The magic of influencer marketing has always been about trust. People follow people because they believe them, flaws and all. An AI influencer might post polished content, but if your audience senses it’s all smoke and mirrors, the trust disappears.
There’s also the small matter of ethics. Imagine running a campaign only for your customers to find out later the “person” they engaged with was entirely made up. That’s the sort of brand reputation headache you don’t want. Let’s be honest – there’s a fine line between futuristic and downright creepy.
Where businesses can benefit
Handled properly, though, AI influencers can have a place. They’re quick, cost-effective and they can be tweaked to suit a niche audience. If you’re running a global campaign, they can churn out content across time zones without breaking a sweat. The key is to treat them as a supporting act, not the headline performer. Used alongside real people, they can add variety and reach without losing the spark of human connection.
Moving forward
AI influencers aren’t going away. They’re another sign of how technology is changing the way brands talk to audiences. The winners will be the businesses that embrace new ideas without losing sight of what makes people connect in the first place: honesty, humour and human stories.
At Engage Web, we’ll help you separate the hype from the helpful and find the approach that actually grows your business. Get in touch with us today to find the marketing method that works best for you.
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