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

AI or avatar

AI influencers come in two main forms: virtual influencers and avatar influencers. Virtual Influencers are entirely digital personalities created from scratch by agencies or tech companies, sometimes with 3D tools and before the advent of generative AI, these influencers openly embrace their digital origins. Rather than attempting to appear real, they fully own their fictional nature, much like animated characters.

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.

These characters are carefully managed to align with brand goals and are admired for their aesthetic perfection and storytelling while perhaps lacking real-world authenticity. Meanwhile, Aitana Lopez, created by a Spanish digital modeling agency, has amassed 337,000 Instagram followers and has gained fame for being one of the first characters to deliver photorealistic visuals.

AI personas undeniably showcase excellent creativity. Olivia C.’s Instagram account features stunning visuals, while Caspar Jade’s AI artwork demonstrates the potential for imaginative, boundary-pushing content. These examples highlight the creative opportunities of AI-driven personas in marketing.

Avatar influencers, by contrast, blur the line between reality and fiction. They represent real individuals in digital form. These avatars extend human influencers’ reach into virtual spaces, such as the metaverse, allowing for immersive storytelling and innovative campaigns. Some openly disclose their AI origins, while others choose to keep it a mystery.

Appeal and limitations

AI influencers offer several advantages. Their content is endlessly customizable, so ensuring consistency with brand messaging. They don’t suffer from human unpredictability, reducing reputational risks. And they’re scalable, providing flexibility across platforms.

However, AI influencers lack the authenticity and emotional resonance that define successful influencer campaigns. Trust between an influencer and their audience is largely tied to human experiences, imperfections, and relatability.

Early data paints an uneven picture. AI influencers have slightly higher engagement rates (1.48%) than human influencers, but their follower growth is stagnating, with a 0.4% decline, according to in-house research at YKONE. This suggests that while AI influencers intrigue audiences, their long-term impact remains unclear.

Though AI influencers remain a small segment of the industry, their numbers may yet surge. Until recently, maintaining character consistency was a significant challenge for AI generative tools, creating a high barrier to entry. With rapid advancements, character consistency has become easier, paving the way for widespread adoption. This shift could redefine influencer marketing, enabling brands to integrate AI personas at scale.

AI + influencers

Blending AI with strong creative concepts can optimize production and content creation costs, ultimately making budgets work harder.

A trailblazing influencer campaign in this space was NBA x Visit Abu Dhabi. Abu Dhabi wanted to maximize the impact of hosting the NBA for the first time. YKONE avoided flying influencers back and forth from the USA – an option that would have significantly increased the campaign’s carbon footprint and cost. Instead, we photographed them in their home cities and then embedded their images into AI-generated fantasy backdrops representing Abu Dhabi.

This approach not only delivered visually stunning results but also demonstrated how AI can support campaigns and minimize costs while prioritizing eco-responsibility. Using technology thoughtfully allows brands to enhance storytelling without compromising authenticity.

Authenticity rules

Authenticity – the ability to build trust and foster connections – is the lifeblood of influence. This type of connection, rooted in the personalities and talents of human influencers, cannot be replicated by AI. While working with AI influencers may provide short-term novelty, it risks eroding the trust that brands work hard to build. Audiences are quick to scrutinize disingenuous attempts at connection, and fully digital personas could invite skepticism.

Instead, we should champion human creators who bring their unique perspectives to campaigns. These partnerships consistently resonate with audiences and can help ensure loyalty and meaningful engagement.

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.