The Rise of AI Influencers
Virtual social media influencers created using AI and computer-generated imagery are gaining popularity and allowing brands to cut costs, but raise concerns about perpetuating stereotypes, replacing human creators, and spreading misinformation.
Summary
- Virtual influencers like Lil Miquela, Bermuda, Lu Do Magalu, and Aitana Lopez have millions of Instagram followers.
- They are created using CGI and AI tools, making them cheaper and easier to control than human influencers.
- AI modeling agencies like The Clueless partner with brands to create custom virtual influencers.
- Brands use them for marketing since they are efficient and innovative. Humans still play a key role though.
- Questions remain around requiring disclosure that they are AI-generated and implications for human influencers.
- Backlash has occurred when brands like Pacsun and Mahindra replaced potential human ambassadors.
- Concerns around perpetuating stereotypes, spreading misinformation, and violating copyright laws in training AI models.
- Suggestions include smaller purpose-built AI models with legal and curated data, labeling standards, and influencer unionization.
- Impact on creator economy still unfolding as brands and influencers adopt AI tools.