Gen Z curious about brands utilizing AI influencers: Study

Influencer marketing has long thrived on the genuine and captivating voices of content creators. However, recent insights from Sprout Social's 2024 influencer marketing report shed light on a shifting landscape. While 37% of consumers express curiosity about brands utilizing AI influencers, this figure jumps to 46% among Gen Z. Interestingly, 27% of consumers, spanning generations, remain ambivalent, unable to discern between AI and human influencers.

Yet, consumer sentiments toward AI influencers are nuanced. While some embrace the novelty, 37% express wariness toward brands leveraging them. These findings reflect a complex attitude dynamic toward AI influencer integration.

Georgina Whalen, founder of The Influencer Atelier, expresses intrigue toward AI influencers, appreciating the meticulous crafting of their personas. She underscores the potential for undivided attention on brands' messaging sans external influencers, though she maintains a preference for human authenticity.

This growing acceptance of AI influencers, particularly among Gen Z, may stem from a lesser emphasis on authenticity in influencer content. Compared to older demographics, Gen Z places less importance on influencer authenticity, prioritizing the utility of product demonstrations and interactions.

Real-world examples like Maxi-Cash's virtual personality HAILEY K and Fly FM's AI DJ Aina Sabrina highlight businesses tapping into AI to connect with younger audiences. These ventures signal a recognition of evolving consumer preferences and the potential for AI to bridge communication gaps.

Consumer desires from influencers extend beyond mere social media presence. While interest in AI influencers rises, 80% of consumers seek deeper brand engagements, favoring interactive campaigns like in-person events or multichannel ad efforts.

Amidst the AI influencer wave, traditional influencers seek differentiation by aligning with consumer values and prioritizing authenticity. However, generational disparities emerge, with Gen Z placing less emphasis on authenticity and more on quantifiable metrics like follower count.

Successful brand-influencer collaborations hinge on honesty and impartiality, with consumers valuing entertainment over education or surprise. These insights underscore the evolving landscape of influencer marketing, where authenticity remains prized, but adaptability to emerging trends is key.