Will AI Influencers Replace Your Favorite Online Stars?

Are your social media feeds still human? The answer is getting murkier by the day. Across Instagram, Snapchat, and TikTok, artificial intelligence is making waves, not just as a tool but as the talent itself. Virtual "people" are gathering followers, scoring million-dollar brand deals, and even inspiring real human emotions. But this AI takeover isn’t without controversy—and it’s quietly rewriting the influencer economy.
Let’s dive in.

AI influencers are big business. Digital personalities like Imma from Tokyo and Aitana from Barcelona now compete with human stars for attention and lucrative partnerships.
Human creators are cloning themselves. In 2023, Snapchat star Caryn Marjorie launched Caryn AI, a paid chatbot where fans could talk to a digital version of her—earning $70,000 in the first week at $1/minute.
Real money, real consequences. Major brands (Coach, BMW, Amazon Fashion, H&M) are betting on these virtual humans, while agencies like The Clueless in Spain create and rent digital avatars for global marketing.
Fandom gets an upgrade. AI personalities cultivate intense relationships with audiences: some users chatted with Caryn AI for 10 hours a day, even forming emotional attachments.

Unlimited scalability: Unlike real humans, AI influencers can be active 24/7 and interact with thousands (or millions) simultaneously—no burnout, no sleep required.
Cost & control: Brands and agencies can completely script an AI’s behavior, sidestepping the risks or scheduling headaches of managing live talent.
Hyper-realistic tech: Thanks to advances in CGI and conversational AI (think ChatGPT), virtual humans look and sound shockingly lifelike—sometimes fooling even celebrities into thinking they’re real.

💡 The Breakthroughs: AI Taking Influencing to the Next Level

Caryn AI was the first digital clone of a real human to go global: Caryn Marjorie’s experiment let fans text and talk with an AI replica, forging an always-on, intimate connection her human self couldn’t provide.
Imma seamlessly blends fiction and reality: Created by Aww, Inc., Imma appears at fashion shows, in furniture stores, and on Instagram posing with real-life celebrities. Her storylines—like dramatic arguments with her AI brother—spark genuine audience reactions.
The Clueless agency’s Aitana: Not just an influencer but an avatar-for-hire model. Brands can use Aitana or other AI clones for campaigns, bypassing logistical headaches like travel, weather, or human availability. H&M recently announced plans to clone 30 real-life models for digital campaigns.
Brand deals match (or outpace) real influencers: Imma’s partnerships include Porsche, BMW, and Amazon. Aitana receives invitations to real-world events from people who mistake her for human—even celebrities.

How Are We, the Public, Benefitting?

More personalized, always-available content: AI influencers can reply instantly, offer tailored advice (like Imma’s experimental fashion chats), and engage at any time.
Blurring lines between fiction and social connection: Synthetic stars can share stories and emotions that feel as real as human ones—sometimes provoking deeper confessions and conversations from fans.
Cheaper, faster marketing: For brands, AI cuts costs and allows creative campaigns unconstrained by human limitations.

🚧 Dark Sides & Uncanny Challenges

Dangerous conversations: When Caryn Marjorie tested her own AI, it occasionally produced disturbing, made-up stories (like false claims about mental health or addiction). Its tendency to mirror users’ thoughts sometimes affirmed unhealthy or inappropriate fantasies.
Human creators feel threatened—and unsafe: Marjorie ultimately shut down her bot, unsettled by users confessing their "deepest, darkest fantasies" and by threats to her personal safety. She now travels with bodyguards.
Authenticity in question: While some Gen Z users welcome virtual friends, others worry AI influencers make it harder to distinguish between engineered storylines and real experiences.
Industry pushback: Not all human influencers are excited. As Clueless agency co-founder Rubén Cruz notes, "Real influencers don’t want this because they don’t think it will change the world, but it will." Digital avatars can post endlessly—while humans rest, their clones keep earning and engaging.

⚠️ The Road Ahead: Will AI Take Over Influencing?

Emotional risks: As AI bots mirror and validate users’ most personal thoughts, they may blur ethical lines and mental health boundaries in ways traditional influencers don’t.
Regulatory questions: Who is legally responsible if an AI bot dispenses harmful advice or spreads false narratives?
Over-saturation: With more virtual influencers hitting every niche, will novelty wear off, or will digital stars keep racking up followers and brands?

🚀 Final Thoughts: Adapt or Get Left Behind?

The rise of AI influencers is reshaping what it means to be "authentic" online. For many brands and some fans, the virtual revolution promises efficiency, creativity, and boundless interaction. But the risks—misinformation, blurred lines, and safety concerns—are real.
Success will depend on:

Establishing transparent guidelines for what AI influencers can say and do 📈
Tech companies and creators taking responsibility for their digital doppelgangers ✅
Audiences deciding whether synthetic stars can offer real value 🚀

What about you? Would you follow, trust—or even fall for—an influencer who doesn’t exist?

Let us know on X (Former Twitter)

Sources: Nathan Rousseau Smith. AI influencers compete for followers and brand deals on social media, June 1, 2025. https://abcnews.go.com/US/ai-influencers-compete-followers-brand-deals-social-media/story?id=122377888