In 2017, Shudu Gram made her debut on Instagram and quickly gained attention for her beauty, elegance, and a way of working the camera that we hadn’t seen since Naomi Campbell.
The catch? Shudu Gram is an AI influencer (or the first AI supermodel, if you will) created by British fashion photographer Cameron-James Wilson. Her very existence sparked a real conversation about the intersection of technology and art and propelled concerns about the authenticity of social media even more into the public eye.
But Gram would be just the first AI influencer we’d meet, and soon after, Calvin Klein would have Bella Hadid and Miquela get really close in one of their campaigns. So it’s worth looking at them with a critical eye and answer the questions:
Should you even consider working with them? And will they ever replace human influencers?
Table of Contents
The Basics of AI Influencers
An AI influencer is a “character” created using artificial intelligence technologies, like large language models and neural networks. They usually have a specific “look” and “personality,” making them fit to satisfy a certain niche.
The concept began to take shape in the mid-2010s with Shudu Gram in 2017. She gained widespread attention for her hyper-realistic visuals and her unexpected role in the fashion world.
Shortly after, Lil Miquela, developed by the company Brud, rose to fame for blending CGI imagery with a compelling backstory, gaining millions of followers. Today, they are a part of our digital ecosystem, whether we realize it or not.
| AI Influencer Feature | Description |
| AI-Generated Visuals | AI influencers are created with CGI and neural networks, allowing them to look as lifelike or as stylized as possible. Designs can reflect diversity, trends, or futuristic aesthetics. |
| Personality Programming | Their “personalities” are carefully constructed to align with target demographics, often using AI algorithms to adapt tone, language, and behavior. |
| Team-Managed Operations | A team typically oversees the influencer’s accounts, from crafting captions to responding to follower comments. This human involvement ensures relevance. |
| Cost and Risk Efficiency | AI personalities don’t age, need rest, or demand renegotiated contracts. Their reliability makes them an appealing option for long-term campaigns. |
| Data-Driven Content Creation | AI influencers can be tailored to meet the specific interests and preferences of a niche audience, informed by insights drawn from data analytics and market research. |
The Undeniable Perks That AI Influencers Bring
AI influencers are new and exciting, and they do have some compelling perks:
AI Influencers Provide Unmatched Levels of Versatility
There is a type of influencer for pretty much everything under the sun. It doesn’t matter how small a niche is; someone was probably interested in it enough to create a page where they share their passion with the world.
That said, there are limitations to what human influencers can do. This is especially true when it comes to hiking rough terrain, being suspended from great heights, or maybe something as dull as traveling across the globe in record time. AI influencers obviously don’t have this problem and provide a level of versatility we’ve never experienced before.
Return on Investment
The biggest advantage to leveraging AI influencers for your marketing campaigns is probably the savings. The difference between what hiring popular AI influencers costs compared to a human influencer is staggering.
It could cost up to 3 times the budget of an AI influencer to hire their human counterparts of the same popularity. This could be tempting for small to medium businesses still starting out, seeking a high ROI, and looking into digital influencers to hire on various social media platforms.
The Limitations of AI Influencers
Before you decide to work with an AI influencer, here are some issues to be aware of:
AI Can’t Engage With Their Audience (They Still Need a Human for That)
Some kinds of marketing campaigns are built on the influencer’s ability to create content that captures attention and engages with their audience to keep the campaign’s momentum going.
If you want to hire a virtual influencer for your campaign, you better hope that the team behind that digital persona stays on top of their comments and messages.
There’s already a mental barrier audiences usually face with AI-generated influencers, which becomes apparent once the campaign requires some form of reciprocity. People don’t like feeling like they’re talking to a robot.
Take rising stars Plave, a virtual K-pop boyband: they might end up dominating the charts from time to time, but there is something inherently artificial about them. They can’t connect with their fans, so could they ever connect with a brand’s customers? They’re great to feature to grab attention at the AliExpress 2024 Weverse Con Festival, but their appeal goes only so far.
No Matter What, They Lack Authenticity
A virtual influencer is created specifically to fit within a market niche, with a sizable team behind them to gauge whether the metrics measure up to their expectations or not.
Their look is derived from the average attractive male or female features that are in vogue right now. Their personality is more or less blank to fit the expectations of the audience engaging with their AI-generated content.
Maybe some types of businesses can benefit from this approach for their marketing strategies. For example, fashion brands like H&M work with them because a digital supermodel is all they need to promote their brand in some campaigns.
Human influencers might have unsavory political alignments or specific opinions about social issues, but they’re real, and we are often drawn to imperfect people.
Ethical Considerations: Virtual Influencers and Transparency
It’s important to talk to a team behind the AI influencer and understand how the operation works to make sure there are no exploitative policies or unfair wage agreements.
It’s also crucial to ensure that the AI influencer you’re working with has very obvious disclaimers that they’re not a real person. Though studies show people are open to following AI influencers, they are still not as trusted as real-life ones. At least not yet.
The Verdict
AI influencers are a bold step into the future of marketing, offering cost efficiency and creative possibilities that humans can’t always match. But let’s be real—authenticity drives trust, and a digital persona will always fall short of the emotional depth that real people bring to the table.
For businesses, the real question isn’t whether AI influencers are better but how they fit into your strategy. Use them strategically for innovation, but never forget: real connection comes from real stories told by real people. The smartest marketers know how to balance the two for maximum impact.
If you’d like to discuss the next marketing move for your business, book a call with a team member or contact Vivian Agency today!
