Can Human Influencers Compete With AI-Generated Rivals?

With the rapid rise and popularity of both AI-generated content and the influencer space, it should be no surprise that some creators would combine the two. Today, the AI-generated influencer space includes examples like Lil Miquela, Aisha NEO, and Rozy, all of which have profitable niches and substantial followings.   

From a brand perspective, you can imagine the advantages AI-influencers have in things like cost savings, message control, and brand safety. And you can still reach large audiences with your message.  

So, should human influencers be worried by their computer-generated rivals? My take—absolutely not. While these influencers can easily and quickly create polished, controlled content, no matter how well conceived or executed, they lack something fundamental: the authenticity, relatability, and lived experiences that make human creators so impactful. 

The power of influencer marketing is its ability to forge genuine connections with an audience. In fact, some companies are quickly increasing their marketing spend on influencers because audiences see them as more trustworthy. People follow influencers for their unique perspectives and personalities, and they only stay with them over time if there is a bond of trust. AI may supplement content creation, but real influence requires real people. 

How Will AI Impact Influencer Marketing? 

That said, AI influencers can bring something new and useful to the table. Here are a few ways AI will likely change influencer marketing. 

Breaking creative barriers: AI-created influencers aren’t bound by three dimensions and reality, since, of course, they don’t exist in the real world. They can seamlessly shift between different aesthetics, environments, and identities, offering a level of visual storytelling that’s impossible for a single human creator.  

Creating hyper-customized representation: Imagine an AI influencer showing off an outfit on multiple body types, skin tones, or even different age groups—all in real time. This kind of adaptive content could help brands appeal to more diverse audiences instantly in a way their human counterparts can’t. 

Enabling limitless experimentation: We know that in the right hands AI can push the boundaries of creative expression. So here there’s an opportunity to blend fashion, art, and digital experiences in previously impossible ways. Want to see a beauty tutorial in zero gravity? A futuristic cityscape as the backdrop for a fitness routine? AI creators make that possible. 

“Personalities” that evolve based on audience feedback: While human influencers build their brand over time, they are still real people with ingrained personalities. AI influencers can be continuously refined, adjusting their voice, interests, and style based on real-time audience feedback. This could lead to influencer personas that evolve in ways real people never could.  

There’s no doubt that AI influencers are bringing value to brands and consumers, and as they evolve will offer fresh creative possibilities, dynamic content, and even guaranteed brand safety to the marketplace.  

But brands can’t forget that trust remains the foundation of influencer marketing—and that’s something AI will never fully replicate.  

As long as AI influencers aren’t being passed off as real people and instead lean into their unique capabilities, there can be a place for them in the future. The key is transparency and using “them” to enhance creators’ work. No algorithm can replace the trust, relatability, and emotional resonance that comes from following a real person. 

Thoughts? Let’s chat: