Social Media AI Influencers Taking Over Social Media
- claire3309
- Apr 8
- 6 min read
Written by Valerie Preston and Claire Coulter
What Are AI Influencers?
AI Influencers are fake robot people on social media who look and act like real people. They are non-human digital characters managed by people and companies. A few popular virtual influencers on Instagram are Lil Miquela and Kuki.
The History Of Social Media AI Influencers
The origin of AI influencers dates back from 1980 to today. AI influencers before 2016 were mainly designed digitally for music, films, and entertainment rather than social media engagement. Nevertheless, they were the foundation of the AI influencers we have today.
One of the earliest signs of human AI influencers is Max Headroom, a computer-generated TV host played by actor Matt Frewer. Headroom was created by George Stone, Annabel Jankel, and Rocky Morton and was introduced in 1985 in a British TV movie titled Max Headroom 20 Minutes into the Future. Headroom is known for his wit, stuttering, and shifting voice. He is considered “the first computer-generated TV presenter” (Collins, 2023).
In 2007, Japan’s virtual popstar Hatsune Miku was created by Crypton Future Media using Vocaloid software. Hatsune Miku debuted on August 31, 2007, and is voiced by actress Saki Fujita. In 2009, she had her first live concert in Tokyo, which was called “MikuFes ‘09 (Summer)”(Vocaloid Vibes, n.d.). She has performed in Tokyo, New York, Paris, Shanghai, and Singapore. These concerts feature a holographic projection of Hatsun,e creating an immersive experience. Hatsune Miku has captivated the world with her music, fashion style, and art since her debut (Vocaloid Vibes, n.d.).
In 2016, Lil Miquela, an AI Influencer, was launched by a Los Angeles start-up, Brud. She quickly gained popularity due to her realistic appearance and engaging content. Miquela first appeared on Instagram in 2016 and is a fashion model. She is also a music artist with an activist persona. She has worked with brands like Prada, Calvin Klein and Nike.
Around 2017, Brud created Blawko. Blawko is know as Miquela’s friend. They are a streetwear enthusiast. From 2016 to 2018, Bermuda was designed by Brud, and she is known for her public feud and reconciliation with Miquela. In 2018, from Japan, Imma was created she is known for her pink bob hairstyle and minimalistic aesthetic. Imma is big in Japanese fashion, tech, and art.
AI human influencers worldwide are known for their views on fashion, lifestyle, and social activism.
How Do Virtual Influencers Impact Digital Marketing, Merchandising and E-Commerence?
Although most people have mixed emotions about virtual influencers, Instagram AI influencers have positively impacted digital marketing, merchandising, and e-commerce. AI Influencers provide many advantages for brands, including engagement, reach, and diversity.“The average engagement rate for virtual influencer campaigns in 2023 (5.9%) was 3 times higher than the average engagement rate for real influencer campaigns (1.9%)” (Ansari, 2024). According to WTW, “58% of U.S. users over 18 follow at least one virtual influence,r with 35% of these followers having purchased products endorsed by these digital figures.”.
Virtual influencers gain a lot of sales for brands and their merchandise. Influencers like Lil Miquela have collaborated with brands like Dior, Calvin Kelin, and BMW. Additionally, According to a Statistica survey about 35% of U.S. consumers bought a product or service promoted by a virtual Influencer as of March 2022.
Virtual influencers impact e-commerce by changing how brands promote and sell products online. These digital characters, such as Lil Miquela, are created using computer graphics and are often run by marketers or AI teams acting just like real social media influencers. They usually post content, wear branded products, and engage with followers on social media. As stated by Alicia Esposito, “ Virtual influencers are also being created as mirror images of real people ‑ primarily celebrities, macro-influencers, and key opinion leaders” (2024). For e-commerce, virtual influencers can help attract attention and drive sales by promoting products creatively and visually engagingly. Their consistency and availability make them valuable marketing tools for brands to control. Unlike human influencers, companies can ensure that the messaging, style, and values align with their brand’s image. This makes marketing more consistent and personalized. However, challenges such as building trust with audiences and staying transparent that these AI-modified characters are not real people; consumers are also aware of this and may question the credibility or emotional connection they feel with a virtual persona.
In summary, AI influencers can enhance e-commerce by offering innovative, consistent, and engaging ways to market products, but brands must balance creativity with authenticity to maintain consumer trust.
How Do Instagram Influencers Affect Businesses In General?
Social media influencers have become a powerful force in the digital marketing industry, significantly impacting how businesses promote their products and connect with consumers. According to Jessica Wong (2025), collaborating with influencers can help brands grow, extend the reach of their marketing messages, and tap into new audiences. This approach is especially valuable for small business owners looking to increase their visibility and build credibility in a competitive market.
Influencers serve as a bridge between businesses and their target audiences. Because they often have loyal followers who trust their opinions, an endorsement from the right influencer can strengthen a brand’s reputation and increase consumer trust. This makes influencer partnerships a cost-effective and impactful marketing strategy when done correctly. However, the key to success lies in selecting an influencer whose audience aligns with the business’s target market and whose content reflects the brand’s values.
Building an authentic, mutually beneficial relationship is essential.
There are different types of influencers, each with varying audience sizes and marketing potential. Some influencers have smaller followings, but their engagement rates are high due to close connections with their audiences. These individuals, often called nano- or micro-influencers, may have between 1,000 and 100,000 followers. While they may not offer massive exposure, they provide a more personal and trusted connection, which can lead to better engagement and more meaningful results.
More prominent influencers, often called macro or mega-influencers, usually have hundreds of thousands to millions of followers. These individuals can offer broader visibility but come at a higher cost and with lower engagement, as audiences might be more skeptical of paid promotions. Despite this, more significant brands often use them to increase brand awareness on a wide scale.
In conclusion, social media influencers can benefit businesses by expanding their reach, increasing brand awareness, and fostering trust with potential customers. The most important factor is ensuring the influencer chosen fits the brand’s goals, audience, and message. When appropriately aligned, influencer partnerships can be a powerful tool for driving growth and success in today’s digital landscape.
What Can We Expect From Virtual Influencers In The Future?
As artificial intelligence (AI) continues to advance, its integration into the marketing industry is becoming increasingly significant. In particular, the use of AI in influencer marketing is gaining momentum, with AI-generated influencers playing an essential role in development..
According to William Gasner (StackInfluence, 2025), the future of marketing is expected to undergo considerable transformation in several key areas: consistency and availability, brand control, personalization, and cost-effectiveness. Unlike human influencers, AI influencers can operate continuously, engaging with audiences and producing content 24/7. This allows for a consistent and sustained online presence that fosters consumer engagement and effectively promotes products or services.
With regard to brand control, AI technology offers a high level of precision in personalizing influencer attributes, including messaging, personality, appearance, and voice, allowing brands to tailor campaigns to specific target markets. This level of customization helps ensure that brand messages are delivered accurately and without error, reducing the unpredictability often associated with human influencers.
Personalization is another significant advantage of AI influencers. These digital personas can adapt their content to appeal to various audience segments, creating a sense of individualized communication. Consumers are more likely to resonate with content that feels personally relevant, rather than perceiving it as a generic sales message. Gasner notes, “84% of consumers say being treated like a person, not a number, is very important to winning their business” (2025). Building perceived personal relationships through AI-driven influencer content can significantly enhance consumer trust and loyalty.
Finally, AI influencers offer a cost-effective alternative in the long run. While initial development may require a considerable investment, ongoing costs are substantially lower than those associated with human influencers. No contractual obligations, per-post payments, or additional compensation are tied to fame or popularity. Furthermore, the authenticity of AI influencers whose traditional compensation models do not require incentives may lead to increased engagement among new and existing audiences.
In summary, as AI continues to reshape the landscape of digital marketing, its role in influencer marketing is expected to become increasingly prominent, offering benefits in consistency, control, personalization, and cost-efficiency.
References
Ansari, D. (2024, January 24). The rise of virtual influencers to disrupt the influencer marketing industry. Communicate Online. https://communicateonline.me/category/industry-insights/post-details/the-rise-of-virtual-influencers-to-disrupt-the-influencer-marketing-industry
Collins, J. (2023, October 26). Max Headroom: The story behind the ’80s A.I. icon. Flickering Myth. https://www.flickeringmyth.com/max-headroom-the-story-behind-the-80s-a-i-icon/
Esposito, A. (2024, November 01). How Virtual Influencers and AI are Transforming the Creator Economy—Retail TouchPoints.
Gasner, W. (2025, March 01). AI Influencers: How The Future of Marketing is Shaped by AI. Stackinfluence.
Vocaloid Vibes. (n.d.). The history of Hatsune Miku: From debut to superstar. https://vocaloidvibes.com/the-history-of-hatsune-miku-from-debut-to-superstar/
Wong, J. (2025, April 08). Leveraging Influencer Marketing For Small Business: Finding The Right Partnership. Forbes.
Long, T. (2024, June). Retail sector: Understanding the rise and risks of the virtual influencer. WTW. https://www.wtwco.com/en-gb/insights/2024/06/retail-sector-understanding-the-rise-and-risks-of-the-virtual-influencer
The Influencer Marketing Factory. (2024, March 29). Share of consumers who bought a product or service promoted by a virtual influencer in the United States as of March 2022.
Statista. https://www.statista.com/statistics/1300319/consumers-bought-products-promoted-virtual-influencers-us/
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