Published on: October 27, 2024 / Update from: October 27, 2024 - Author: Konrad Wolfenstein
What makes AI influencers so attractive to brands? – Image: Xpert.Digital
AI vs. humans: Will human influence remain irreplaceable in the digital age?
In recent years, digital transformation has increased the influence of artificial intelligence (AI) on almost all areas of our lives - and influencer marketing is no exception. While traditional flesh-and-blood influencers still dominate social networks today, a new generation of digital personalities has emerged: so-called “AI influencers”. Virtual avatars like Lil Miquela, who have a growing global following, show how brands can benefit from these digital personalities. But how sustainable is this trend? Will AI avatars dominate social media and marketing in the future, or will human influence remain irreplaceable?
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What makes AI influencers so attractive to brands?
The appeal of AI influencers for companies is obvious: They offer a perfect, consistent appearance that always corresponds to the brand values and does not contain any unwanted surprises. Unlike human influencers who can have personal opinions, foibles and missteps, AI influencers are completely controllable and predictable. They always act in the interests of the brand and can be tailored precisely to the needs of the target group using algorithms. The ability to adapt content to the latest trends at any time is particularly attractive for companies that always need to stay one step ahead in the fast-moving world of digital marketing.
Another advantage of AI influencers is their availability. While human influencers have limited capacity and often require complex management structures to organize their campaigns, AI-based avatars can theoretically work around the clock. Your presence can be controlled globally and indefinitely, which increases the reach and flexibility of a campaign.
Who are the most successful AI influencers?
One of the most famous AI influencers is Lil Miquela, a virtual avatar with more than three million followers on Instagram. She “lives” in Los Angeles, posts about fashion and lifestyle, and “collaborates” with major brands like Prada and Calvin Klein. Miquela is a completely fictional personality, but through careful storytelling and her perfectly staged images, she appears real to many of her followers. This identification and emotionality generated by their posts is one of the keys to the success of AI influencers.
But Lil Miquela isn't the only one. There are a growing number of virtual influencers, including Shudu, considered the “first digital supermodel,” and Blawko, who has made a name for himself as the “virtual bad boy.” These avatars represent different lifestyles and target groups and offer brands the opportunity to target their messages specifically and individually to different segments.
How do consumers react to AI influencers?
Consumer acceptance of AI influencers is remarkably high. Studies show that up to 58% of American consumers follow virtual influencers. One reason for this acceptance lies in the fascination with technology and curiosity about the unknown. AI influencers embody a perfect mix of the familiar and the exotic – they are “humans” but different, exciting and mysterious.
Share of consumers who follow at least one virtual influencer in the USA – Image: Xpert.Digital
Still, the question remains whether AI influencers can truly compete with human influencers when it comes to authenticity. Many consumers particularly value the authenticity and approachability that a human influencer offers. While Lil Miquela and Co. impress with their well-developed personalities, they lack the spontaneous, genuine human behavior that attracts many users. For many followers, the knowledge of the “inauthenticity” of AI avatars is actually an important aspect of their fascination. They know that Lil Miquela is an artificial creation, and that's what makes her posts interesting.
The influence of AI influencers on brand communication
The benefits for brands of using AI influencers go beyond control and consistency. Virtual influencers also offer companies the opportunity to experiment with new forms of brand communication. They can create narratives that would be difficult or impossible for real people to implement, and they can depict extreme aesthetics or futuristic scenarios that would seem artificial to human influencers.
In this context, the use of AI influencers opens up the possibility of a hyper-realistic brand world. Such digital figures can act as central figures in virtual spaces that fans and customers can join and convey the brand world authentically. The virtual environment of these influencers, which can be used in cooperation with augmented reality technologies and virtual reality, creates an immersive experience that can intensify brand loyalty.
Challenge and risks of AI influencers
As attractive as the benefits are, there are also challenges and risks when using AI influencers. A central point is authenticity. At a time when transparency and credibility are becoming increasingly important, knowing an avatar's artificial origins could undermine credibility. Consumers may have the feeling that they are interacting with an “artificial facade”, which can be viewed critically, especially in social networks, which are often based on authenticity and personal closeness.
Another risk lies in the ethical questions raised by the use of AI. The question arises as to whether and how much influence algorithms and artificial systems should have on our perception of reality and truth. The possibility of brands creating a kind of “perfect world” through AI influencers could lead to unrealistic expectations and self-perception issues among young people, who are a particularly receptive audience to social media.
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The future of influencers: AI and people in harmony?
The debate as to whether AI influencers could replace human influencers in the near future remains exciting. Many experts assume that the two formats will coexist. AI influencers are particularly suitable for brands that want to spread consistent, controllable and visually appealing messages. Human influencers, on the other hand, score points with their personality, their emotions and their real interaction, which is difficult to reproduce with AI.
A hybrid model could be an interesting solution, where human influencers are supported by AI elements to increase their reach or to operate in digital, immersive worlds. Such an approach would make it possible to combine the advantages of both worlds and enrich the marketing mix through creative and innovative campaigns.
An example of this combination is “deepfake influencers,” where real personalities are amplified and augmented by AI. AI technologies are used to create digital versions of real influencers who can exist and act parallel to their “real” person. These avatars could act in virtual spaces without the real influencer being physically present, significantly expanding the influencers' capacities and potential.
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A lasting trend or a fad?
The rise of AI influencers is more than just a passing trend. They open up new opportunities for companies to engage their audiences in innovative ways, offering flexibility, control and scalability that are difficult to achieve with human influencers. The acceptance among consumers shows that there is great interest in these digital personalities and that fans are happy to get involved in a mixture of reality and virtuality.
However, it remains to be seen whether AI influencers can achieve the same authenticity and emotional connection as human influencers in the long term. In a digital world that increasingly relies on transparency and real interaction, AI avatars may reach their limits in certain areas. It is conceivable that in the future we will see a mix of AI-powered and human influencers, together enabling comprehensive, flexible and fascinating influencer marketing.
At a time when digital marketing is constantly evolving, the use of AI influencers will certainly be an integral part of marketing strategies of the future. However, whether they can ever fully replace human influence remains a question that only the coming years can answer.