By July 2025, brands are embracing virtual influencers—entirely computer-generated digital personas—to deliver campaigns with precision and scale. These AI-created figures offer unmatched cost efficiency, brand consistency, and 24/7 availability, while eliminating human unpredictability and logistical constraints
Global brands like Samsung, Dior, Prada, and Louis Vuitton have already collaborated with names like Lil Miquela, Shudu Gram, Noonoouri, and Imma to create immersive narratives backed by digital control and futuristic appeal.
But, first…what exactly are AI influencers?
AI influencers are computer-generated personas designed to look, sound, and act like real people. They appear on social platforms, interact with followers, and promote brands – just like human creators.
But behind the scenes, they’re powered by a mix of generative models, creative direction, and sometimes entire production teams managing their narratives. AI influencers are built by brands, agencies, or individual creators.
Lil Miquela is one of the most famous AI influencers, launched in 2016 by the LA-based startup company Brud, now with millions of followers on Instagram and TikTok. She is a virtual musician and activist who collaborates with major fashion brands and promotes social causes.
Why Are AI Creators Gaining Momentum?
A big part of the rise comes down to novelty and speed. AI feels like the world’s latest fascination—quick, fresh, and engaging. With just a prompt and a click, users can generate striking visuals or full video content. It’s a fun, fast shortcut to creativity.
But the buzz around AI influencers isn’t just about the hype—it’s also about accessibility. As Thomas Markland, founder of creator company HYDP, puts it, “AI influencers aren’t new. Characters like Lil Miquela have existed since 2016. What’s changed is that today’s tools—like Google’s VEO3—allow everyday users to create realistic humanoid assets, both static and in motion, with ease.”
Markland continues, “These tools are launching at a time when social media creators hold serious influence across commerce, entertainment, and communication. Many believe this will open the floodgates for a surge of AI-generated content on social platforms.”
Monetization plays a major role too. Younger creators are looking for ways to earn passive income, and AI allows them to build content without needing to be on camera or learn complex editing skills.
“Simplifying the creation of AI influencers removes the barrier of prior experience and opens up new income streams,” says Cameron Zoub, Chief Growth Officer at Whop. “Younger generations are eager to find ways to earn online—it reflects the times and offers a glimpse of what’s ahead.”
Markland echoes this: “Most creators are laser-focused on how AI tools can fuel their growth. We’ve seen rising revenues across platforms, especially as traditional media faces layoffs. For many, AI represents an opportunity to disrupt the old models even further.”
The appeal for brands is just as strong. AI influencers don’t negotiate fees, need approvals, or take breaks. They’re endlessly customizable, available 24/7, and capable of producing high volumes of content on demand.
Rather than juggling contracts with multiple creators, companies can streamline production, maintain tighter control, and scale faster—while precisely targeting audiences across regions and languages.
But Audiences Still Crave the Real Over the Rendered—For Now
While AI influencers are gaining traction with creators and brands, they’re not always welcomed by the most important group: the audience.
Many consumers react to AI with discomfort—even resistance. When it feels like AI is replacing people instead of supporting them, backlash tends to follow quickly and loudly.
We’ve seen clear examples. Sports Illustrated came under fire for publishing AI-generated articles under fake human bylines. Marvel faced criticism for using AI-generated visuals in the opening credits of Secret Invasion, a decision fans felt diminished the work of real artists.
Even Duolingo faced heat after hinting that AI could one day replace some of its staff. “Take a look at the comments on Duolingo’s social channels after that announcement,” says Thomas Markland. “They were flooded with negative reactions.”
At the heart of this discomfort is a loss of human connection.
“Influencers resonate with audiences because they appear personal, real, and emotionally accessible,” Markland explains. “It’s that perceived connection that makes them so compelling.”
Viewers form bonds with human creators—people who share their lives, their flaws, and their stories. When AI enters the frame, it risks disrupting the authenticity and relatability that make content truly engaging.
In short: AI can generate content, but it can’t replicate genuine connection. Not yet.
Are Brands at Risk, Too?
For brands, AI influencers offer undeniable perks: speed, scalability, and lower costs. But those benefits come with serious reputational risks—especially when it comes to security, legality, and ethics.
“The biggest threat isn’t the technology itself—it’s how bad actors can exploit it in a regulatory vacuum,” warns Thomas Markland. “Right now, I could create 100,000 realistic social profiles, grow their followings, and then activate them all at once to push a message—like ‘Vote Thomas Markland for President.’”
It might sound far-fetched, but Markland is clear: “Without regulation, this kind of scenario will happen. And when it does, the backlash against AI creators will be intense. People will feel manipulated—and any brand tied to those tactics could find itself in serious trouble.”
Even transparency can be a double-edged sword. Duolingo’s recent AI-related announcement illustrates the risk. “If you admit you’re paying more to AI, people get angry. If you hide it, and it comes out later, it could destroy your brand,” says Markland.
Legal clarity isn’t much better. “It’s not an area I’ve explored deeply,” he admits, “but there’s currently very little FTC guidance or legal structure in place.” That creates murky territory around content rights, synthetic endorsements, and required disclosures.
Policy challenges add to the complexity. Markland points to proposals like former President Trump’s budget reconciliation bill, which aims to block states from regulating AI for the next decade—further increasing uncertainty and risk for brands.
Bottom line: Without clear rules, brands using AI take on a high-stakes gamble. The potential payoff is big—but so is the fallout, especially if they fail to balance innovation with transparency and trust.
How We View the Future.
The AI creator movement is still in its early stages, but it’s evolving quickly—from novelty to norm, from experiment to ecosystem.
Markland believes AI will soon be a seamless part of everyday life. “We already trust our phones to access our bank accounts, guide us through traffic, and store our IDs,” he says. “Once that same trust is extended to an AI assistant that helps with work, travel, payments, and more, the stigma around AI—especially AI influencers—will begin to fade.”
That shift won’t eliminate human creators overnight, but it will reshape their role. In the short term, Markland sees a phase of coexistence: “Over the next few years, human and AI creators will operate side by side. But after that, we’ll need to watch closely to understand how audiences adapt to new modes of interaction and entertainment.”
He notes that platforms have already evolved from social networks to entertainment ecosystems. With AI in the mix, “we’re not looking at an evolution—we’re on the brink of a revolution in how we create, consume, and connect.”
In that new landscape, creators who embrace AI tools may be the ones who thrive. HYDP, the company Markland founded, was built on the belief that creators are the future of entertainment, commerce, and communication—and AI is supercharging that future. “With AI, creators can build brands, apps, even full-length films. It lowers the barriers and amplifies reach. Traditional media should be watching closely.”
Ultimately, the future of the creator economy won’t be defined by the technology—it will be shaped by the people who choose how to wield it.
So How Can A Brand Maximise Ai in Social Media Marketing?
Hybrid Strategies Win
We advocate combining AI personas with human creators—leveraging AI for efficiency and scale while preserving the authenticity that only humans bring.
Ethical AI First
Your virtual influencer campaigns should clearly disclose their nature, respect diversity, and adhere to data privacy and IP standards.
Audience-Centric Storytelling
AI personas should be built around real consumer insights. When done right, they can be immersive brand ambassadors—not uncanny avatars.
Personalized Segmentation
Use AI-driven personas to tailor campaigns to niche audiences, but ensure alignment with broader brand ethos and lived human values.
What Brands Need to Know: Risks & Ethical Considerations
| Concern | Why It Matters |
| Authenticity & Trust | AI personas lack lived experiences—without disclosure, audiences may feel misled or disconnected . |
| Transparency | Regulations (e.g. FTC guidelines) increasingly require brands to clearly label AI-generated content . |
| Job Displacement | Human creators may lose brand opportunities as synthetic influencers become more prevalent in the $21 billion creator economy. |
| Representation & Bias | Many virtual personas reflect narrow aesthetics, risking reinforcement of stereotypes and lack of cultural authenticity . |
| IP & Ownership Issues | Who owns the personality, voice, and image? Intellectual property ownership often becomes murky in AI-generated content . |
| Data Privacy & Misuse | AI interfaces collect and process user interaction data—brands must ensure ethical collection, storage, and use . |
Virtual influencers represent a sweeping shift in the marketing landscape—and for brands willing to lead with transparency, creativity, and ethics, there’s tremendous opportunity. They’re not here to replace human creators, but to push us to innovate deliberately.
At Axhela, we believe the future of influencer marketing is ethical, hybrid, and immersive—a delicate blend of synthetic precision and human authenticity
Lets catchup in the next one.✌🏾
