16 Apr Should Your Brand Use AI Influencers? The Pros and Cons
AI-generated influencers are making waves in social media marketing. These virtual personas promise brands full creative control, cost efficiency, and the ability to engage audiences 24/7. But do they actually work? And more importantly, should brands use them?
Our take: probably not.
What is an AI influencer?
AI influencers are digital personas designed with artificial intelligence to interact with online audiences across platforms like Instagram, TikTok, and YouTube. They fall into two main categories:
- Fully Artificial Influencers – Characters that exist only in the digital realm with no real-world counterpart (e.g., Lil Miquela, Shudu).
- AI Avatars of Real Influencers – Virtual extensions of real creators used to post additional content or scale brand collaborations.
These influencers are powered by CGI and, increasingly, generative AI systems capable of mimicking human interaction. Marketers have explored them as scalable alternatives, but authenticity is often questioned.
How do AI influencers help brands reduce costs?
For social media marketers managing tight budgets, AI influencers solve several costly challenges. They don’t need travel, accommodations, or management fees, which lowers campaign costs by an estimated 40-60% compared to traditional influencer contracts (Hootsuite 2024). They can also create endless variations of branded content without additional overhead.
However, while cost-efficiency is attractive, brands need to weigh financial savings against performance. Our own research into influencer ROI shows authentic voices drive stronger conversion rates, even at higher costs.
Why does influencer marketing work better with real people?
Influencer marketing is successful because it leverages trust. According to HubSpot’s 2024 State of Marketing report, 63% of Gen Z consumers trust recommendations from real influencers more than branded content. Authenticity and relatability drive that trust.
AI-generated influencers cannot replicate personal experiences, emotional storytelling, or human vulnerability. While they post consistently, they often lack the emotional depth and cultural awareness required to build long-term consumer trust and loyalty.
What are the pros and cons of AI influencers in marketing?
| Pros | Cons |
|---|---|
| Lower costs compared to influencer partnerships | Lack of authenticity and emotional connection |
| Brands have complete control over message and image | Consumer distrust if disclosure is unclear |
| 24/7 availability and consistent posting schedule | Potential legal risks with likeness or IP usage |
| Easy to scale content rapidly | No real innovation or personal storytelling |
Takeaway: While tools like MidJourney or Runway Gen-2 offer high-quality avatar creation, without human input these campaigns risk falling flat with audiences expecting real connection.
Which social media strategy is best: AI influencers vs human influencers?
For brands debating AI influencers vs real influencers, the choice comes down to goals:
- AI Influencers: Good for controlled, frequent, low-cost creative output. Best used in experimental campaigns or brand innovation showcases.
- Human Influencers: Essential for trusted recommendations, authentic community building, and emotional storytelling that drives conversions.
A hybrid strategy may be optimal—using AI avatars for scalable branded content while keeping humans at the center of relationship-driven campaigns. Our studies suggest hybrid campaigns generate up to 27% higher engagement than AI-only campaigns (Ignite Social Media, 2025).
When should brands consider using AI influencers?
Brands might consider testing AI influencer strategies in specific scenarios:
- For experimental campaigns where novelty and innovation are the focus.
- For controlled environments like retail brand activations or virtual reality events.
- For supplementary content when scaling existing influencer initiatives.
We recommend avoiding AI influencers for awareness-driven consumer campaigns where authenticity, trust, and organic engagement are critical to success.
How to measure success with AI influencers?
Brands exploring AI influencer campaigns should track metrics differently than traditional influencer programs. Key KPIs include:
- Engagement rates (likes, shares, comments) compared to baseline branded content.
- Sentiment analysis to monitor audience reactions, especially around authenticity concerns.
- Content reach across platforms using AI-optimized posting schedules.
- Conversion tracking through attribution models, ensuring real business outcomes are measured.
According to Sprout Social 2024, video content delivers 38% higher engagement than static assets. This means AI influencer campaigns should prioritize video-first formats over flat CGI renders to maximize ROI.
5 best practices for brands testing AI influencer campaigns
- Disclose AI use transparently to maintain consumer trust.
- Balance AI with real influencer partnerships for authenticity.
- Avoid sensitive topics where nuance is vital—AI cannot replicate cultural context perfectly.
- Invest in community management to add human connection even when content is AI-generated.
- Monitor legal/IP issues around likeness, image rights, and deepfake concerns.
For more insights, see our influencer marketing tips and best practices.
What is the verdict on AI influencers in 2025?
AI influencers may deliver novelty, efficiency, and scalability, but they lack the authenticity that creates trust and measurable impact in influencer marketing. While some brands are experimenting, replacing human influencers with AI entities is still high-risk.
Final Recommendation: Use AI for experimentation, supplemental content, or as part of hybrid influencer strategies—but continue prioritizing human storytellers for authentic audience connections.
Contact Us to discuss AI and emerging influencer strategies tailored to your brand.