AI Influencers: Perfect Ambassadors or Digital Deception?
There’s never a dull moment in the world of influencer marketing, however few developments have stolen the spotlight in recent months quite like the news of the first (actually quite real-looking) AI influencers.
These (not-so) pixelated personas have taken the social media world by storm, with follower counts that rival real-life celebrities with flawless skin and curated lifestyles.
According to Gartner, 30 per cent of influencer marketing budgets will be spent on AI influencers by 2026. But, for every marketer singing their praises about how they are changing the space, there’s another questioning whether it’s all gone a little too far.
Let’s dive in and explore both sides of the debate.
In the spirit of being ‘glass half full’, let’s start with the positives…
The ‘perfect’ brand ambassadors
We’ve all been there. The influencer you’ve worked with to promote sustainably made clothing is now working with a popular fast fashion brand the following week.
AI influencers are never late to post, don’t argue with their followers, and are less likely to end up in a PR scandal. You can ensure they are 100% on-brand, so the brand’s reputation stays as flawless as their 3D skin.
Designed for data
We can’t ignore the data-driven perks. The age-old problem of measuring an influencer’s ‘true influence’ could be solved. AI influencers are built for this. We can track, tweak, and optimise every interaction they have with followers in real-time. Want them to speak with a regional accent for a highly targeted campaign? No problem. With all the back-end data available to us, they’re a walking, talking, analytics dashboard.
You get to be a control freak
Need them to visit Buckingham Palace with their pet Zebra? No problem. The beauty of virtual influencers is that they can be whatever you want them to be, wherever you want them to be. No risk of them complaining about your styling (or pet) choices!
So, what’s the big deal, I hear you say?
Is it all just a bit creepy?
It’s hard to disagree that there is something inherently creepy about a fully digital character who looks almost human. Is their skin a bit too smooth? Is their smile a bit too perfect? It’s hard to put your finger on it, but one thing’s for sure, we’ve not mastered video content yet. Watch them walk around in a video and you’ll see what I mean.
They’re definitely not created for their personality
The ‘human’ side of influencers is what makes them successful at convincing us to buy the things they buy, and wear the things they wear. We know that people trust and buy from other people. The one thing that AI influencers can’t sell is authenticity. Their followers are looking for a glimpse into their personality, their messy, imperfect lives, for that element of relatability. We want to think they’re ‘just like us’. Is an AI influencer just another extension of branded content, full of brand jargon and sentiment but not in tune with the people the brand wants to reach?
Are we forgetting ethics here?
One of the big questions in this debate is are we manipulating people into connecting with something that isn’t real? Can we say it’s ethical to build relationships with followers, or even sell products to followers who may not even realise they’re interacting with a fictional ‘character’? Fashion retailer, Mango, has been the latest brand to fall victim to criticisms around this for their latest teen campaign.
It’s not as easy as it looks
These influencers may look polished but ultimately, they’re just high-end puppets, with a whole creative team behind them. It takes a lot of work to keep them relevant. You can’t just let them loose into the wild without serious resource, time, and effort (well not yet, anyway). So, let’s face it, they take just as much time and effort as just hiring an influencer in the first place.
Where does all this leave us? Ultimately, whether you’re for or against them, they’re here to stay for now – although I secretly hope they end up on the junk pile with NFT’s and the Metaverse.
Does this mean we should go full steam ahead? Not exactly. They’re certainly not replacing the need for IRL influencers anytime soon and it’s clear, as with other forms of AI, they work best when used to complement real life, not replace it.
The real question is, are we as an industry, ready to push the boundaries of what ‘influence’ means?
