Despite cost & targetting advantages, why AI influencers won’t trump human counterparts?
Artificial Intelligence (AI) is no longer just a buzzword—it is reshaping industries, streamlining operations, and transforming how brands interact with consumers. From chatbots providing instant customer support to AI-generated art, the technology is deeply embedded in our daily lives. One of the most intriguing applications of AI in recent years is in influencer marketing, where AI-generated influencers are making their mark. These virtual personalities, created using advanced AI and CGI technology, are becoming an integral part of brand strategies.
Notable examples include:
Lil Miquela: A digital fashion influencer who has collaborated with major brands and amassed a significant following on social media.
Shudu Gram: Known as the world's first digital supermodel, Shudu has been featured in various fashion magazines and brand campaigns.
Imma: A Japanese virtual model recognized for her distinctive pink bob haircut and collaborations with global brands.
Kyra: India's first virtual influencer, Kyra has been featured on the digital cover of Travel + Leisure India and has collaborated with brands like Amazon Prime Video and boAt. As of August 2024, she has gained over 250,000 followers on her Instagram profile.
Kavya Mehra: Collective Artists Network launched Kavya Mehra, the country’s first AI-driven mom influencer. Represented as any other talent in the Collective Artists Network roster, Kavya Mehra exemplifies the agency’s pioneering role in combining creativity and technology to transform how brands engage with audiences.
Popular AI influencers like Lil Miquela, Shudu, and Imma have gained significant followings, collaborating with global brands such as Prada, Dior, and Samsung. Meanwhile, AI-driven news anchors like China’s Xin Xiaomeng and India’s Lisa (introduced by Odisha TV) are reshaping the way we consume information. These virtual influencers, designed with hyper-realistic visuals and engaging storytelling, are gradually gaining traction, raising important questions about their impact on consumer trust, engagement, and marketing effectiveness. But how do AI influencers compare to traditional influencers, and are they the future of marketing?
To delve deeper into this evolving trend, Adgully reached out to experts to understand the future of AI influencers and their role in shaping brand-consumer relationships.
Comparing ROI and Engagement: Are AI Influencers More Cost-Effective?
Kejal Teckchandani, EVP, Influencer & Video at FCB Kinnect, points out that AI influencers provide lower production costs and scalable content solutions, but they lack the authentic engagement that human influencers foster. “While AI influencers can generate impressions and clicks, converting those into sales remains a challenge. Human influencers cultivate trust and emotional connections, which leads to stronger brand loyalty and higher ROI,” he adds.
Sneh Chheda, Senior Manager Operations & New Business at Schbang Fluence, highlights that AI influencers have struggled to scale despite the initial buzz. “Over the past three years, many AI influencer profiles have been discontinued due to inconsistent audience engagement. While they are cost-effective in terms of content production, the lack of emotional relatability remains a key challenge.”
Sudeep Subash, CEO, Big Bang Social and Chief Revenue Officer, Collective Artists Network, suggests a hybrid approach. “AI-driven tools help brands analyze audience insights, automate content, and optimize ad performance. AI influencers can be effective for brand storytelling, but traditional influencers remain indispensable for credibility and relatability. The real value lies in blending both strategies.”
Akshat Trivedi, NCD, Enormous, remarks, “Lack of a physical shoot and other logistics can make AI influencers look more affordable. However, as the time unfolds their effectiveness should be truly understood.”
Advantages of AI Influencers: Content Consistency, Scalability, and Targeting
Highlighting the benefits of AI influencers, Ankita Chauhan, VP - Strategy and Growth, Tonic Worldwide, points out, “AI influencers offer significant advantages in terms of precision targeting and automation. For instance, Shudu, the world’s first digital supermodel, can be placed in any virtual setting, dressed in different outfits, and featured across platforms without logistical challenges.”
Adrine D'mello, Creative Director - Strategy, White Rivers Media, agrees that AI influencers provide unmatched control over brand messaging. “AI influencers ensure brand-safe, always-on content, making them ideal for global campaigns. While the initial investment in AI technology is high, long-term savings on production costs make it a compelling financial strategy.”
Krishna Desai, Chief Product Officer & Data Scientist at Animeta, sees AI influencers as a transformative force in marketing, adding, “AI-powered influencers can create hyper-personalized content tailored to audience preferences in real time. However, the key challenge is maintaining authenticity, which is where human influencers still hold an edge.”
Enormous’ Akshat Trivedi notes, “Curious brands will always explore whenever there is a new trend in any stream. So, there will be movements in this stream too, but at a smaller scale as an experiment and if the outcome is good, then slightly bigger.”
The Shift in Influencer Marketing Budgets: Is AI Taking Over?
The influencer marketing ecosystem is evolving, but brands remain cautious about shifting their budgets entirely to AI-driven collaborations.
According to Kejal Teckchandani, while AI influencers are creatively exciting, a complete budget shift is unlikely. Human influencers drive authentic brand advocacy, whereas AI influencers are still testing the waters in terms of sustained engagement and sales impact.
Sudeep Subash believes that AI-powered analytics and automation will shape the future of influencer marketing rather than just AI influencers. “Brands are investing in AI tools for data-driven influencer selection, performance tracking, and personalized content, rather than replacing human influencers entirely. AI is making influencer marketing smarter, not replacing human connections,” he adds.
Will AI Replace Human Influencers?
Experts unanimously agree that AI influencers will not fully replace human influencers, but will complement them.
Adrine D’mello opines, “The future of influencer marketing isn’t about choosing between AI and human influencers but about blending their strengths. AI-driven precision combined with human storytelling creates impactful, scalable campaigns.”
Ankita Chauhan adds, “AI influencers will serve different strategic goals – offering cost efficiency and automation – while human influencers will continue to drive engagement and trust. We’re moving towards a hybrid model where AI enhances, rather than replaces, human influence.”
Krishna Desai emphasizes the importance of authenticity, stating, “Consumers connect with human experiences. While AI can enhance creativity and automation, emotional connections and credibility will always require a human touch.”
Akshat Trivedi concludes, “The value of human connection and human feel can never fade away. We all know that technology today is evolving faster than ever before. There are many genuine advantages too. Marketers will be curious enough to explore any new trend. But any trend will only become a ‘way of doing’ if it offers transparency to the marketer and authenticity to the end consumer.”
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