AI influencer marketing is transforming the way brands connect with their audience. With hyper-realistic virtual influencers like Lil Miquela, and the use of AI-powered marketing tools like Influencer Hero, brands can easily streamline their campaigns.
The virtual influencer market alone is valued at $4.6 billion and is projected to grow by 26% by 2025. But this shift isn’t just about virtual avatars - it’s about redefining what authenticity looks like, and giving brands tools for scalability, precision, and deeper audience insights.
In this article, we’ll explore how AI is changing influencer marketing, from emerging trends like using AI virtual content creators to strategies brands need to stay competitive in 2025.
AI influencer marketing is a strategy that uses artificial intelligence to optimize, automatize or directly lead influencer campaigns. This goes from using AI-powered tools that identify ideal influencers for a brand to collaborating with virtual influencers created by AI.
Unlike traditional marketing with human creators, AI influencer marketing offers advantages such as:
AI is changing the way brands plan and execute their influencer marketing campaigns. From partnering with hyper-targeted influencer discovery to automated outreach, AI tools eliminate a lot of manual work.
According to a survey by Julius, most marketers believe that AI will make an impact in content creation, followed by customer insights.
By using AI tools brands can predict campaign performance, detect fake followers instantly and even generate content briefs that adapt to each creator’s style. This in the end, saves them significant resources while guaranteeing successful campaigns.
Additionally, with the increase of virtual influencer, AI is also transforming the possibilities for brands in terms of control and creative direction.
AI influencers are digital personalities created using technologies such as 3D modeline, machine learning and generative artificial intelligence. Unlike traditional influencers, they are not real people, but virtual avatars that simulate a life, opinions, style and social media relationships.
When you visit some of their profiles, most of them strive to portray a regular life, where they post selfies, birthday parties, or “super market hauls.”
What sets them apart is not only their hyper realistic appearance but the total control their creators have over them. Generally tech companies or agencies are able to fully control their image, narrative and publications. This is why 71% of brands think AI influencers can provide a higher ROI compared to human influencers.
Followers: 2.4 Million
Lil Miquela is one of the most popular virtual influencers with almost 1.5 million followers on Instagram. She’s collaborated with high-profile brands like Prada and Calvin Klein, and her content often blends music and style.
Followers: 359K
Aitana Lopez is a virtual fitness model from Spain. Her content focuses on gym routines, and everyday lifestyle moments like eating a delicious meal or going shopping.
Followers: 392K
Imma is a virtual model from Japan celebrated for her bold pink bob and street-style fashion. She has been featured in Vogue and in campaigns with brands like IKEA and Puma.
Followers: 237K
Shudu is known as the world's first digital supermodel. Created by a fashion photographer, she embodies high fashion with a stunningly realistic appearance. She has made collabs by high-end brands like Balmain and Fenty Beauty.
Followers: 7.7 Million
Lu do Magalu is Brazil’s most famous virtual influencer and a digital ambassador for the retail giant Magazine Luiza. What makes Lu different from other virtual influencers is that her content focuses on reviews. She makes reviews of products, tech tips and tutorials, and has slowly become a trusted face for Brazilian consumers.
With virtual influencers, it may seem that the line between reality and fantasy is blurred. So, how effective can these be for brands, if the “authenticity” that’s so valuable in influencer marketing is gone.
While users are aware that AI influencers are not real, designers and brands have gotten so good at creating specific content that they are also able to make them relatable.
Let’s dig deeper, exploring the pros and cons of working with AI influencers for your campaigns.
One of the main benefits for brands working with AI influencers is that they have full control over their narrative. From personality traits and visual appearance to how they interact with followers, or their posts, every aspect can be customized. This eliminates risks like off-brand comments or controversial behaviour.
Usually when conducting influencer marketing campaigns, brands need to provide clear guidelines towards the type of content they want. In some cases creative freedom has great results, in other cases it's better to shape the message so the audience is more receptive.
An example of this was the collaboration between the video game company Electronic Arts and Benjamin Burnley, where he ended up saying his negative (and honest) things on the new Star Wars game: Battlefront game, stating that he rather not get paid than promote a “game that sucks.”
AI influencer marketing campaigns tend to have strong financial returns. According to recent data, virtual influencer marketing campaigns achieve an average ROI of 13.7% - slightly higher than the 12.3% ROI for traditional influencer campaigns. Their 24/7 availability and low operational risk make them a cost-effective choice for long-term marketing strategies.
One of the main reasons for this, is that despite having less engagement than traditional influencer marketing campaigns, as brands have more control, they also have less risk.
With the world embracing a digital revolution, AI influencers continue being a novelty, which often works as a benefit for brands. Their futurist appeal and the “unknown” factor, is useful to capture attention, especially when it comes to younger audiences. A Pew Research Center study found that 81% of Gen Z users follow influencers online, and many are drawn to virtual influencers for their uniqueness.
AI influencers can produce and publish content at scale. Brands can automate posts across platforms, quickly adapt messaging for different campaigns, and generate personalized content efficiently—all without waiting for scheduling, approvals, or physical limitations.
Often, when brands want to work with influencers they incur additional costs, and in some cases, there’s a back and forth between the content they create, feedback and more. With virtual influencers this doesn’t happen, and the process is more streamlined.
Unlike human influencers who may be limited by language or location, AI influencers can be instantly programmed to speak different languages, adopt local customs, and reflect culturally specific trends. This makes them highly adaptable for global campaigns and more inclusive marketing efforts.
Despite growing popularity, many consumers are still not convinced of AI influencers. According to a recent survey, 65% of U.S. respondents were unlikely to purchase products promoted by AI influencers, suggesting that trust and emotional connection still heavily favor real human creators. The novelty can generate buzz—but not always conversion.
At the end of the day, it’s difficult believing a virtual influencer that a product is amazing if they in reality haven’t tried it. Here’s when authenticity plays a fundamental role, and it’s one of the reasons why influencer marketing is successful.
A great example of the importance of authenticity is Dyson’s pet campaign. When the brand released its Dyson Ball Animal 2 that targeted pet owners, they partnered with 5 pet influencers (one of them only had 2,500 followers), giving them a loose creative brief. The results? Engaging and relatable posts that led up to 1 million views, 115K likes, and 10% of engagement rate.
Engagement is one of the most important metrics in influencer marketing, and AI influencers often fall short here.
Sponsored posts by human influencers receive 2.7 times more engagement on average than those by AI influencers. This suggests that audiences are still more inclined to interact with content when there’s a sense of genuine personality and relatability behind it.
A major problem with AI influencers is that they tend to strive for perfection. In their accounts, most of their posts are with flawless skin and perfect bodies. Social media has already impacted negatively aspects like self-esteem because users are constantly comparing with influencers that use filters or have surgery.
So seeing this type of content, amplifies this problem, generating unrealistic expectations.
One of the biggest challenges with virtual influencers is the inability to genuinely use or experience the products they promote. They can't give real testimonials, wear the clothes, apply the makeup, or smell the perfume. This disconnect reduces their credibility and the persuasive power of their content.
While 50% of consumers report being influenced by human creators, it's still unclear if AI influencers can generate the same purchasing behavior.
There are growing ethical concerns around transparency and manipulation. Virtual influencers are created with the aim of being hyper-realistic. And in some cases, influencers such as Aitana Lopez, can look real, and followers may not be aware that they are AI-generated.
Without proper disclosure, audiences may be misled—especially when AI influencers mimic human emotions, opinions, or endorsements.
How do consumers respond to AI influencers? According to a survey by Statista, 57% of U.S. marketers still aren’t interested in working with AI-generated influencers. However, 43% are open to the idea—suggesting growing curiosity, especially among early adopters. Public opinion is mixed:
There is an evolving acceptance, especially among Gen Z and digitally-native audiences. However, the impact on campaigns still differs because while AI influencers have this edge and “Innovation” spark, they are still hard to relate to.
Lil Miquela was one of the first influencers to make brand deals with high-end brands like Prada. She modeled the Fall collection and even made an appearance in fashion in digital form. While this originally generated a lot of views and traction, it didn’t have that much engagement when compared to real models or creators that wear the clothes in real life.
Emma’s authentic personality and behind-the-scenes vlogs made her Louis Vuitton collaborations feel natural and aspirational, not staged—leading to millions of views, shares, and brand affinity among Gen Z.
So, which one’s better? It’s not either/or - it’s strategic.
For mass visibility and futuristic branding (think tech, fashion, gaming), AI influencers are a smart tool. For trust, community, and emotional impact, human influencers are still superior. Some brands combine both, launching AI creators alongside real ambassadors to test new markets or launch experimental content.
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How AI helps brands select the right influencers for their campaigns? AI influencer marketing is not only about AI influencers, but a huge portion of it is also about the tools that make influencer campaigns more effective. According to The Influencer Marketing Factory, 63% of professionals plan to use AI and Machine Learning (ML) for influencer marketing.
These tools are useful to simplify every stage of the campaign lifecycle, from discovery to performance tracking.
Ideal for: Fully Managed Campaigns
Influencer Hero is an all-in-one influencer marketing software designed for D2C and e-commerce brands. It uses AI to streamline the entire campaign process—from influencer discovery and outreach to performance tracking and ROI analysis.
Key features:
Interested in learning how Influencer Hero can take your brand to the next level? Book a Free Consultation!
Ideal for: Influencer Vetting
HypeAuditor uses AI to provide deep insights into influencer authenticity and audience quality. It detects fake followers, suspicious engagement patterns, and growth anomalies, helping brands make smarter partnership decisions. It’s especially useful for pre-campaign vetting and competitive benchmarking.
Compare: HypeAuditor vs Influencer Hero
Ideal for: Repurposing Content
LatelyAI uses artificial intelligence to turn long-form content—like interviews or blog posts—into high-performing social media snippets. It’s ideal for repurposing influencer content or generating creative briefs based on what’s already worked, saving time while improving content quality and reach.
Ideal for: Outreach
Mailshake, when paired with the ChatGPT API, becomes a powerhouse for personalized influencer outreach at scale. While Mailshake handles automated email sequences, ChatGPT generates tailored message templates based on each influencer’s profile—boosting open rates, responses, and conversions without manual effort.
Ideal for: Predictive Campaign Optimization
Trend.io is a platform that matches brands with vetted micro-influencers and streamlines content creation. It uses AI to recommend creators most likely to drive performance based on brand goals and past data. Trend also handles content approvals and usage rights, making influencer collaboration fast and frictionless.
When it comes to influencer campaigns, success is not measured by follower counts but by engagement and other key metrics. With the rise of AI tools like the ones mentioned above, brands can now analyze campaigns with more precision and speed, evaluating what works and what doesn’t.
AI is no longer just a tool—it’s a strategic engine behind high-performing influencer campaigns. In 2025, brands using AI-driven strategies are outpacing competitors by working faster, smarter, and more precisely.
Use AI tools to match influencers not just by niche or follower count, but by audience behavior, sentiment history, and conversion likelihood. This minimizes waste and boosts ROI from the start.
Leverage AI to forecast campaign outcomes before launch—identify which creators, formats, and platforms are most likely to succeed based on historical data.
ChatGPT integrations allow for hyper-personalized outreach and briefs tailored to each creator’s tone, values, and content style—improving reply and collaboration rates.
Influencer Hero’s outreach feature is a clear example of this, as it allows you not only to automate thousands of outreaches but it also focuses on personalizing them, increasing the open rate by 30%. Based on the last social media posts, Influencer Hero’s AI formulates a personalized sentence that is useful to improve relationships.
Small changes in content can have a big impact, and here’s where AI comes in handy. AI tools are able to analyze performance in real-time, like adjusting CTAs, figuring out what time to post or figuring how to allocate budget in the best way possible - before a campaign ends.
Some brands through A/B testing are able to easily optimize their campaigns for better results using AI tools that help them with the copy, using the language that resonates with their audience.
While it’s still not a common practice, some brands have started creating or licensing AI-generated influencers for their campaigns. These digital avatars have been proven effective for global campaigns in the fashion, gaming and tech niche.
SEO has become a key pillar for most company strategies, as it allows that companies are known through Google results. As brands focus to appear on the first results, using AI is a great way to generate optimized content, and in assisting writers and SEO experts into implementing keywords and through other strategies.
AI tools don’t just help with your own campaign strategy—they’re also powerful for keeping an eye on the competition. By pulling insights from a wide range of sources, they can map out what your competitors are doing, where they’re excelling, and where there might be opportunities to outperform them.
One of the biggest advantages? AI makes benchmarking easier and more accurate. Instead of relying on guesswork, you can directly compare your performance to industry standards or rival brands, giving you a clear view of what needs to change or scale to stay ahead.
Is AI influencer marketing the future of brand collaboration? In many ways, yes—but not in isolation. As we head deeper into 2025, brands are not only experimenting with AI-generated virtual influencers but also adopting AI-powered tools to optimize every stage of their influencer marketing campaigns.
The shift isn’t about replacing human creators—it’s about scaling smarter, working faster, and engaging more effectively
AI influencer marketing encompasses two primary facets: Virtual AI Influencers: These are computer-generated personas, such as Lil Miquela or Shudu Gram, designed to engage audiences on social media platforms. Brands collaborate with these digital entities to promote products and services. Additionally, AI-Driven Campaign Automation: This involves leveraging artificial intelligence tools to streamline various aspects of influencer marketing, including identifying suitable influencers, predicting campaign performance, and automating outreach and engagement processes.
AI influencers offer advantages such as consistent branding, 24/7 availability, and cost-effective scalability. They can be tailored to fit specific brand narratives without the unpredictability associated with human influencers. However, human influencers bring authenticity, emotional connection, and personal experiences that resonate deeply with audiences. The choice between AI and human influencers depends on campaign goals, target demographics, and the desired level of authenticity.
Brands are increasingly adopting AI tools to enhance various stages of influencer marketing:
Consumer opinions on AI influencers are mixed and often vary by generation. A study by Sprout Social revealed that Generation Z is more receptive to AI influencers, with 46% expressing interest in brands utilizing them. In contrast, older generations tend to prioritize authenticity, showing a preference for human influencers. Overall, 37% of respondents indicated that AI influencers would increase their interest in a brand, while another 37% felt it would make the brand less trustworthy
Several ethical considerations arise with the use of AI in influencer marketing: Authenticity and Transparency: There's a risk of misleading audiences if AI-generated influencers are not clearly identified as such, Job Displacement: The adoption of AI influencers may impact employment opportunities for human influencers and related creative professionals, and Bias and Representation: AI models trained on biased data can perpetuate stereotypes, leading to a lack of diversity and inclusivity.
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