What in the world is an AI influencer?

When you think nothing in this world can surprise you anymore, you stumble across something new. You may know all about influencers, macro influencers and even micro-influencers, but have you heard of AI-generated influencers?

What is an AI influencer?

Did you know AI influencers, also known as virtual influencers or digital avatars, are computer-based characters created using artificial intelligence (AI) tools and CGI technology?

They have an online presence on social media where they basically behave like human beings. The goal is to promote products and keep community engagement going to grow their accounts and reach.

What is the purpose of an AI influencer?

The AI Influencer trend is propelling the industry into a new direction, revolutionising digital marketing and allowing for immersive advertisements. The idea behind it is to interact in real time, creating dynamic and engaging content that viewers can respond to.

Another benefit is that they minimise the costs brands spend on marketing. The costs of human influencers have gone up rapidly, which makes the AI version a better option. Not to mention that they can reach and appeal to a global audience.

With AI influencers, brands have a new, unique way to connect and interact with consumers. This allows for effective marketing at a much lower cost.

The first of many next-gen entertainers

The very first AI-generated influencer is Lil Miquela, also known among fans as Miquela Sousa. The character was created in 2016 by Brud, a Los Angeles startup.

Miquela is a 19-year-old girl of mixed Brazilian and Spanish heritage. Since her start, she has managed to build a massive following and even partnered with some of the top brands, including Calvin Klein, Samsung, and Prada. These are all brands that are known for being selective about their influencers and promoters.

Lil Miquela posts daily content about everything related to her life. She loves talking about fashion and social issues and has even released some of her own music.

Top AI influencers today

There are a number of AI influencers with impressive followings and strong online presence on social media. Here are the top five following Miquela, who is still firmly in first place:

K/DA

Riot Games created K/DA, a virtual band that has captured the attention of everyone online. It consists of four members—singers and rappers—who are some of the popular League of Legends characters: Ahri, Evelynn, Kai'Sa, and Akali. Many of their songs have been transformed into anthems thanks to collaborations with popular artists like Madison Beer.

Thalasya

Thalasya is another AI influencer who is quickly growing her following. She popped up online in October 2018 and is known for sharing her love for travel, fashion, and music. Her following is about half a million, with the majority being female.

Sectors endorsed by Thalasya include health, leisure, and gastronomy. She is co-owner of the chic clothing store Yipiii alongside Zeline. The influencer has collaborated with several brands and is involved in music with Ind Alliance.

Imma

Japan has also jumped on the AI influencer train, creating Imma, an Instagram influencer about the here and now. Tokyo's ModelingCafe created the character who perfectly embodies Japanese aesthetics. She has a pink bob haircut and is interested in fashion and films.

Imma boasts over 350K followers and has partnered with big brands, including Ikea, Lenovo, Magnum, and Prada.

Shudu Gram

This beauty is considered the first digital supermodel to exude grace and elegance. She is pixel-perfect with an existence that has challenged the traditional norms of modelling. Each one of her Instagram posts strives to be a masterpiece. Shudu Gram is considered an icon in the industry, showing how AI shapes and redefines the world.

Lu Do Magalu

This young woman with long brown hair and blue eyes is a 3D character created for the Brazilian market. She has over 3 million followers, and most of her social media accounts feature her unboxing videos, doing product reviews and sharing software tips.

AI vs human influencers

Another thing to consider is AI influencers' impact on real influencers. The reality is that they have not just increased the market competition, but have also brought a shift in demand. Many brands prefer AI influencers over their human counterparts, considering that the former cost less and can be customised to fit the brand image.

There is a chance for human and AI influencers to collaborate to create hybrid campaigns. It all depends on how humans differentiate themselves and add an element of emotional depth that digital avatars can't necessarily do.

The reality of digital entertainment

All this is just part of a broader debate about whether AI tools are ultimately helping or harming humanity.

It’s interesting to think that Lil Muquela was a Brud creation that attempted to turn celebrity into a virtual commodity, showing how unreal the ‘real’ entertainment industry really is.

We also can't ignore the possibility of regulation. Since this is still a new phenomenon, it won't be a surprise to see changes in the regulatory framework regarding the use of AI sooner rather than later.