What’s real, what’s synthetic, and what you should actually be doing about it.
Not long ago, brands scrambled to get in front of the right human influencer. Back in the early days we built entire businesses around sourcing, activating and measuring these influencers. I was there at the beginning and it has been an evolution for sure.
Now? Some of the most profitable “faces” on the internet aren’t even real. As in total AI generated.
Welcome to the new era of influence where AI avatars are running campaigns, livestreaming sales, and racking up conversions while never needing a bathroom break.
It’s cheaper. It’s scalable. It’s also… a little weird? Let’s unpack what’s happening, what it means for your brand, and how to stay ahead without losing your human touch.
what is an AI influencer?
An AI influencer is a virtual character, completely digital or AI-enhance that behaves like a social media creator.
Some are fully animated (think: Lil Miquela), while others are ultra-realistic avatars built with tools like Synthesia, Unreal Engine, or custom-built generative AI stacks.
They can:
- Stream on TikTok 24/7
- Model products
- Respond in chat (with GPT-powered brains)
- Deliver brand messaging without ever going off-script
They don’t get tired. They don’t age. They never need a contract negotiation. They always show up and do exactly as they have been instructed.
why is this good for brands?
Let’s talk ROI.
In China, virtual livestream hosts are crushing sales. Some e-commerce companies are reporting 30%+ revenue boosts using AI agents that sell on loop, around the clock.
Or maybe we talk about how Unilever made soap go viral?
Brands love AI influencers because they’re:
- Scalable: No burnout, no scheduling, infinite clones
- Controllable: Every word, look, and post is 100% brand-approved
- Cost-Effective: One-time investment, long-term automation
You control the message and the messenger. But… that’s also where things get tricky. Is this authentic?
so what ‘s the catch?
Trust. Consumers are getting smarter and sniffing out the fakes.
A recent study published by Edelman showed that 70% of Gen Z values authenticity in brand collaborations. If they sense it’s robotic or forced, they bounce. So while AI creators offer control and speed, they often lack connection. And that connection is what makes influencer marketing work in the first place.
But if they still offer the reach and predictability, how much does that connection REALLY impact the bottom line?
the real power play? Let’s make it hybrid.
You don’t have to choose between AI and real humans.
The future of influencer marketing is hybrid:
- AI avatars do the heavy lifting (product demos, 24/7 streams, personalization at scale) – audience first targetting with perfectly crafter personas.
- Human creators deliver the emotional credibility and social proof – authentically layered and unique
- Together, they create a multi-layered funnel that’s efficient, automated, and engaging
Example:
- AI avatar runs your TikTok Shop demo 24/7
- Human creator posts a “Why I love this” Reel
- AI follow-up bot messages commenters with a personalized offer
That’s visibility, trust, and conversion—all on autopilot.
how does the roll out?
You don’t need to launch a full AI creator team tomorrow and we don’t need to be reinventing the wheel either. You should be asking about 3 main things:
- Where AI avatars could add efficiency?
- Where human influencers add credibility?
- How your brand will stay visible and personal in a noisy, synthetic world?
TLDR – Parting Words
Influencer and creator work isn’t going away and it is still evolving. In a world where the line between real and synthetic is getting blurrier by the minute, your strategy needs to be clearer than ever. Be on the edge of the future and adapt to a hybrid model.
Start with clarity, control, and connection. That’s the winning formula.
want to build the next-gen campaign?
Let’s design a hybrid creator strategy that blends automation and authenticity.
xo,
Shannon