AI influencers are here – but will they ever replace humans?

In recent years, we have seen AI influencers causing both excitement and caution in the world of marketing. There have been many debates whether they can truly replace human influencers.

One of the most renowned virtual influencers is Noonoouri, who boasts 493,000 followers on Instagram and was featured in a Swarovski campaign produced by YKONE. The second example is Aitana Lopez, created by a Spanish digital modelling agency, has amassed 337,000 Instagram followers and has gained fame for being one of the first characters to deliver photorealistic visuals.

While AI influencers are customizable, scalable, and eco-friendly, they lack the authenticity and emotional resonance that define human influencers. Despite initial intrigue, their follower growth is stagnating, reflecting challenges in building trust and relatability.

Early data shows an unclear picture. According to research, AI influencers have slightly higher engagement rates (1.48%) compared to human influencers, but their follower growth is stagnating, with a 0.4% decline. This suggests that while AI influencers intrigue audiences, it is unclear their longer-term impact.

Brands considering AI influencers need strategic foresight. Digital personas bring creative advantages, but they cannot replace the emotional authenticity that defines real influence. Instead, marketers should explore ways to integrate human and digital elements, using technology to enhance storytelling while grounding their work in the pursuit of authentic connections.

The focus should remain on creators whose work reflects their unique identities and fosters genuine relationships with audiences. By blending human creativity with responsible technology, brands can deliver innovative campaigns that resonate deeply and authentically.

source: thedrum.com