Meet the latest addition to your social media feed: AI-generated social media influencers. According to a recent investigation by The Guardian, brands are starting to employ these digital personas to promote their products.
AI Influencers: The New Normal?
The Guardian’s investigation found that several high-profile brands have partnered with AI-created influencers on social media platforms like Instagram and TikTok. These virtual personalities are designed to mimic real people, often with the help of 3D modeling and AI-powered text generation. They’re promoted to users in the same way as human influencers, with brands paying for sponsored posts and product placements.
One example cited by The Guardian is a fictional “influencer” named “Lily,” a 23-year-old fashionista created by a company called Deepcast. Lily has amassed a following of over 1 million followers on Instagram, where she showcases the latest fashion trends and products from various brands. Brands pay Deepcast to create sponsored content featuring Lily, which is then posted on her Instagram account.
What this means
The rise of AI-generated influencers raises questions about the future of social media marketing. If AI can create convincing digital personas, what’s the point of partnering with real human influencers? It’s also unclear how users will react to the idea of interacting with AI-created personalities. Will they be able to distinguish between real and fake influencers?
For brands, AI-generated influencers offer a cost-effective way to reach a large audience. Without the need for real-life personalities or expensive marketing campaigns, brands can create their own digital influencers and promote their products to millions of users. However, it remains to be seen whether the authenticity and engagement of these AI-generated influencers will be enough to sway consumers.
