AI influencers: Just a trend or the next stage of influencer marketing?

New Delhi: Take a look at the Instagram profile of this AI influencer @naina_avtr and tell us the differences between her and a human influencer. Let’s save you some time and tell you that there are almost no differences. She can be seen collaborating with brands, endorsing products, hosting chat shows with celebrities, and whatnot.

A few years ago, no one could have imagined using the term “human influencer,” but here we are looking at AI-generated influencers gracing our feeds.

Made with a blend of machine learning, computer-generated imagery, and social-listening tools, AI influencers are now coming up as a cost-effective solution for brands who are not willing to spend big bucks on endorsements.

While AI influencers are still in their infancy, a pressing question emerges: what will happen to the business of influencer marketing agencies if AI influencers become the norm?

Vinit Karnik, Managing Director, Content, Entertainment, and Sports, GroupM India, called AI influencers the “next stage of influencer marketing.”

Stating the advantages that AI influencers will bring to the table for marketers, Karnik said, “They are going to be absolutely brand safe, adhering to the brand guidelines; they will work across the funnel and maintain a similar voice; dialects will no longer remain a challenge for marketers. In addition to this, AI influencers will also be attuned to global trends and popular culture. 

This will enable them to seamlessly integrate brand messaging with current trends in a way that traditional influencers may not have achieved, all while being consistently available. The opportunities from an engagement standpoint are going to be endless. You can create a content piece every day if you like to.”

Deviating from Karnik, Piyush Agrawal, who runs an influencer marketing agency called CREATE, mentioned that AI influencers won't make a dent in the ecosystem when compared to real human influencers. 

“While some AI influencers will exist in the market, they won't be significant. People will see through these AI influencers, realising they aren't human, and therefore won't trust them at face value. In contrast, real influencers create bonds with their audiences, building trust over time. The trust level will always be lower with an AI influencer,” Agrawal noted.

Not refuting Agrawal’s arguments, we would like to add that people’s trust has been declining in human influencers too. A survey by GlobalWebIndex found that nearly half of social media users are becoming increasingly wary of influencer content.

Resounding Agrawal’s thoughts, Dhananjay Bhosale, who is popularly known as @dhananjay_tech said that despite the growing presence of AI influencers, brands will continue to invest in human influencers because AI-generated content, while polished, lacks the raw, unexpected moments that make human influencers engaging. 

Moreover, “AI influencers have faced controversies, such as promoting misleading content and raising concerns about accountability and trust. For these reasons, brands will continue to value human influencers who can cultivate genuine audience relationships and drive authentic engagement,” Bhosale added.

Will human influencers command a premium in the future?

Answering the question if influencer marketing agencies will also have AI influencers on their rosters, Chhavi Mittal, co-founder of Superb Ideas Trending and a prominent content creator (@chhavihussein) feels that influencer marketing agencies will need to have AI influencers on their rosters to simply match demand and supply, and brands will have to pay a premium for human influencers.

Comparing human influencers to organic food, that commands a higher premium, Mittal asserted that brands will also pay a premium for “organic or human influencers.”

Backing Mittal’s claim, Agrawal also emphasised the fact that human influencers will command a premium in the future; however, “for the next five years I don’t see AI influencers dominating in any way.”

How are human influencers perceiving AI influencers?

As AI influencers spring up over the influencer marketing landscape, another question that pops up is what can human influencers do about it to maintain their relevance?

Keeping it short and simple Mittal advised human influencers to “keep it real.”

Adding weight to Mittal’s argument, Bhosale said, “Human influencers are focusing on live and interactive content, hosting spontaneous live streams and unfiltered Q&As that AI influencers cannot authentically replicate.” 

Bhosale went on to say that human influencers are building deep community connections by prioritising meaningful engagement and trust over just views and reach. They are leaning into storytelling, sharing personal experiences that resonate emotionally—something AI-generated content cannot fully capture.

Industry impact

Assessing the impact of AI influencers on the influencer marketing industry, Mittal said, “I see that with the rise of AI concerns, the market is going to get extremely saturated. In terms of cost, the amount people charge to promote a product is going to decrease due to increased competition. Human influencers will likely have to put in extra effort to earn the same or even lesser amounts of money. The market could go either way, but I believe that over time, people will start recognising the importance of human influencers. Additionally, the collaboration between human and AI influencers will become crucial to creating the best content. Even if content is created through an AI influencer, human input will be essential.”

On the other hand, Agrawal notes that AI influencers will not have any significant impact on the industry. 

Elaborating on his stance, he said, “AI can be used by influencers to enhance their content creation and boost their careers. For example, some creators use AI to improve their content, while others use avatars generated by AI. In terms of short-form content, AI can help create content that looks real. Other than that, I believe there will be no substantial effect.”

The challenges with AI influencers 

AI influencers are reshaping the industry by offering scalability, precision, and cost-effectiveness. Agencies also benefit from AI influencers as they provide consistent content, never miss deadlines, and can be tailored to align perfectly with a brand’s identity. 

However, there’s a downside to AI influencers as well.

Narrating the biggest challenge that comes with AI influencers, Mittal said, “The biggest challenge is the lack of experience. Without authenticity, a reel by an AI influencer is just like an ad with no personal experience attached to it. The whole reason why influencer marketing grew in popularity is the personal experiences influencers share with their audience."

Highlighting other potential challenges, Bhosale said, “AI influencers have been involved in promoting controversial or misleading content, raising accountability concerns. The potential for AI-generated personalities to spread false narratives remains a pressing issue (misinformation risks). 

Furthermore, questions about ownership, liability, and regulatory oversight remain unresolved (legal grey areas). AI influencers will continue to evolve, but brands, agencies, and regulators will need to navigate these challenges carefully to ensure responsible and ethical use.”

Final takeaway

Having heard all the arguments, the final takeaway is clear: AI influencers are here to stay, offering scalability, precision, and cost-effectiveness. However, completely replacing human influencers remains a far-fetched idea. The future of digital influence belongs to those who can balance AI's precision with the authenticity and emotional connection that only humans can provide.