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By now, almost everyone should know what influencers are and what they do. On platforms such as Instagram, TikTok and YouTube, they share their lives and everyday life, their opinions and, above all, products they love with a wide following. Influencers are more than just advertising vehicles – they are trendsetters, opinion makers and often role models for their followers. Their power lies in their authenticity and their ability to build a personal connection with their audience.
What are AI influencers?
Parallel to these human influencers, a new, revolutionary form of digital celebrity is currently emerging: AI influencers. These virtual characters, created through the interplay of graphic design and artificial intelligence, are beginning to reshape the social media landscape. They are not just animated figures, but rather carefully constructed personalities that can at least compete with their human counterparts in terms of style, influence and engagement. But how did this development come about in the first place?
Why does an AI become an influencer?
The rise of AI influencers is closely linked to the rapid advancement of AI technology and the growing need of brands for innovative marketing strategies. Our world is dominated by visual media – here AI influencers offer a perfect symbiosis of infinite flexibility and flawless aesthetics. They are simply the product of a time in which creativity no longer only springs from human minds, but can also emerge from complex algorithms.
Another driving factor is the growing demand for always-on content. AI influencers are not bound by human constraints such as schedules and can be active 24/7, making them a valuable tool for brands seeking a constant social media presence.
What does an AI do differently than a human influencer?
Unlike their human counterparts, AI influencers are the result of advanced algorithms and careful programming. They do not require breaks, rest, and are not subject to the whims of human emotions. These tireless digital characters can produce content at record speed and be present on multiple platforms simultaneously. Their ability to quickly adapt to trends and generate content in different languages makes them a powerful tool in global marketing strategy.
Another crucial difference lies in the perfection that AI influencers embody. Even though influencers on Instagram and the like often seem perfect to us, the AI version is really completely free of human imperfections, which makes them ideal representatives for brands that strive for a flawless image. Their appearance and personality can therefore be designed exactly as the brands want.
But with all these technological advantages come challenges. While AI influencers may be able to mimic human emotions, they cannot fully replicate the authenticity and depth of human experiences. While human influencers share authentic stories and personal experiences, as well as failures and just generally their everyday lives – for example in Instagram stories – which builds trust with their audience, AI influencers lack this dimension of humanity. While they can spark interest and intrigue, the deep emotional connection that human influencers build remains a challenge for their digital counterparts.
Trends for brands
Brands today are constantly challenged to stand out in a crowded and competitive environment. Virtual influencers offer a unique solution: they are fully customizable and can be designed to perfectly match a brand’s identity and image. This enables tailored brand communication that is often difficult to achieve in the world of human influencers.
Another advantage for brands is the control that virtual influencers offer. While human influencers are characterized by their personality and unpredictability, virtual influencers can be designed and used precisely according to the wishes and needs of the brand. This reduces the risk of missteps or scandals and the associated shitstorms that could damage the brand image.
In addition, virtual influencers open up new creative opportunities for campaigns. They can be placed in any environment imaginable, from exotic travel destinations to futuristic worlds that only exist in the digital sphere. This flexibility allows brands to fully exploit their creativity and develop unique, attention-grabbing campaigns.
Controlling AI influencers
However, behind the shiny appearance of AI influencers lies a world of highly developed technologies and creative processes. Controlling the digital personalities is a fascinating interplay of human creativity and machine precision that blurs the boundaries between reality and virtuality.
At the core of AI influencers is sophisticated software powered by artificial intelligence. This software enables the virtual characters to mimic human-like interactions and be active on social media. But the real magic comes from the collaboration of graphic designers, programmers and marketing experts who bring the characters to life. They create not only the visual appearance, but also the personality, backstory and individual quirks that make an AI influencer unique.
Managing an AI influencer is therefore also an ongoing process that requires careful planning and adaptation. The teams behind the scenes work tirelessly to keep content fresh, respond to trends and make interactions with followers authentic, using advanced techniques such as motion capture to create realistic movements and expressions and speech synthesis technology to give influencers a voice.
Examples of AI influencers
Especially in regions such as Asia and the USA, where the acceptance of technology and digital innovations is particularly high, virtual influencers have gained an impressive following.
One of the most famous examples of an AI influencer is Lil Miquela (@lilmiquela), a virtual character with over 2.5 million followers (as of July 2024) on Instagram. With her youthful looks and trendy style, she has established herself as a fashion icon and collaborates with major brands such as Gucci, Prada or Calvin Klein. Her posts range from everyday adventures to professional photoshoots, blurring the lines between a digital and a real-life influencer.
Another example is Shudu (@shudu.gram), who is considered the world’s first dark-skinned digital supermodel. Her stunning appearance and realistic portrayal have made her a sought-after model for high-fashion brands. Shudu’s images are so lifelike that many cannot believe that she was completely computer generated – for example, she has been featured in Vogue and has promoted the new “Joy Forever” magazine together with BMW.
Noonoouri is another virtual influencer who has attracted attention. With her unique, almost fairytale-like appearance and her love of fashion, she has created her own niche in the world of digital influencers. She focuses primarily on topics such as diversity and sustainability and has already worked with well-known brands such as Versace and Balenciaga.
Dangers and criticism of AI influencers
Of course, there are also negative aspects to AI influencers. One key point of criticism concerns transparency: users often cannot see at first glance that the influencers are computer-generated characters. This lack of clarity can lead to confusion about the authenticity of the content and undermine trust in social media. The question of how transparent AI influencers should be about their artificial nature is always hotly debated.
In addition, there are concerns about the impact of AI influencers on self-image and mental health, especially among younger users. Even “normal” creators are often criticized for this, but the digital characters embody even more unrealistic beauty ideals and lifestyles that can put pressure on users to emulate these unattainable standards. Especially among young girls, this can lead to a distorted perception of reality and negative effects on self-esteem. In addition to the potential exploitation of user data, there are also recent concerns about the impact of AI influencers on the job market. While they can be attractive to brands because they are more cost-effective and controllable than human influencers, in the long term they could endanger human jobs in the influencer and creative industries.
outlook
So where is this all heading? The rise of AI influencers is shining a spotlight on the changing landscape of online communication and the role that artificial intelligence plays in our everyday lives. While they are a source of fascination, they are also raising important discussions about ethics, transparency and human interaction in the digital world. In the near future, however, AI influencers could play an even bigger role in brands’ marketing strategy. Their ability to produce content quickly, efficiently and at scale makes them a valuable tool in an ever-faster digital landscape. At the same time, they could pioneer new forms of storytelling and brand representation that further blur the lines between reality and fiction.
The development of AI influencers will likely also drive new technological advances while opening the door to new forms of entertainment. However, an important role will be played by the development of policies and standards for transparency and privacy to maintain user trust. What is certain, however, is that AI influencers are by no means a passing trend; rather, they have the potential to fundamentally change the way we communicate and interact.
CONCLUSION:
AI influencers are digital characters created by artificial intelligence and graphic design that are already widely active on social media such as Instagram and Co. They offer brands new marketing opportunities through their adaptability and constant availability.
While they arouse interest and curiosity among many users and companies, they also raise questions about authenticity, data protection and ethical standards. |Text: Vera Mergle
