By esantiago@hubspot.com (Erica Santiago)

As you scroll through your TikTok or Instagram feed, you’ll no doubt come across at least a handful of influencers trying to sell you something by wearing the latest viral lip gloss, hopping into luxury cars, and taste-testing popular treats. But what if I told you that while these content creators may look like real people, they’re actually AI influencers?

If you’re a marketer or business owner who is already fully using AI in your digital marketing strategy, then you’re likely already familiar with the concept. You may even be curious about leveraging AI influencers in your influencer marketing strategy.

But how will your target consumers feel about the use of AI influencers? Will they be receptive, or can AI influencers erode the trust you’ve built with your audience? Can AI influencers really save you money compared to working with human influencers? And are all virtual influencers AI? Keep reading for answers to these questions and more.

Table of Contents

• What are AI influencers, and why are brands considering them?
• What do consumers think about AI influencers and AI models?
• Do AI influencers build or erode brand trust?
• Notable Virtual Influencers + Brand Examples to Learn From
• Do AI influencers save brands money?
• How to Use AI-Assisted Content Workflows Without Losing Authenticity
• Common Pitfalls With AI Influencers and How to Avoid Backlash
• What’s Next for AI Influencers
• Frequently Asked Questions About AI Influencers

What are AI influencers, and why are brands considering them?

AI influencers are virtual personas whose appearance, voice, behaviors, or content are created or assisted by generative AI. An example of an AI influencer is Aitana Lopez, who has over 400,000 followers on Instagram. She’s marketed as a virtual fitness and lifestyle influencer and has promoted brands such as Amazon, Victoria’s Secret, Olaplex, and Razer.

Her work as an influencer has reportedly earned her and The Clueless, the Barcelona-based tech company that created her, over $11,000 per month.