17 Expert Insights Into The Rise Of AI Influencers

Traditionally, many companies have used an illustrated or animated “spokesperson” or corporate mascot as the face of their brand—think Tony the Tiger, the Jolly Green Giant and the Geico Gecko. Given the success that some of these characters have driven, the increasing capabilities of artificial intelligence and the ever-increasing power of real-life influencers in the digital age, it makes sense that businesses today are considering adopting virtual AI influencers to represent their brands.

These computer-generated characters or avatars—designed to resemble humans and powered by algorithms that allow them to interact with users on social media platforms, create content and even endorse products or services—have gained popularity in recent years among brands seeking innovative ways to engage with audiences and capitalize on influencer marketing trends. Here, 17 members of Forbes Agency Council share insights into how AI influencers could revolutionize brand representation.

1. Using AI Influencers As A Brand’s ‘Face’ Must Be Done Thoughtfully

Should we ask AI? There’s no doubt that AI will have a historic impact on business and life. Some experts liken it to the evolution of the internet. However, AI’s timing in terms of marketing conflicts with the movement toward authenticity. It’s a slippery slope to bring in AI influencers as “the” or even “a” face of your brand. That’s not to say it can’t be done, but it must be done thoughtfully and not just for utility. - Dean Trevelino, Trevelino/Keller

2. AI Influencers Can Be Customized For Different Demographics

The best thing about AI is its customization. You can customize an AI influencer to appeal to any demographic at any time, and you can change it on a dime to appeal to a different demographic. While this might seem like pandering, it will actually offer a level of personalization that no ordinary influencer can achieve. AI will understand your customer and deliver every time. - Jason Hall, FiveChannels Marketing

3. A Responsive AI Spokesperson Could Be Activated By Voice

An AI mascot or character could serve as an advanced animated spokesperson capable of responding in real time to prompts or questions from consumers—complete with body and facial expressions and all activated by voice. - Jessica Hawthorne-Castro, Hawthorne Advertising

4. AI-Influencer Flops Are Bound To Happen

To be honest, I’m kind of looking forward to Wendy’s social media team making fun of some of the AI-influencer flops that are bound to happen. Time will tell if this is progress or if people will continue to want to connect with other real people more than AI. - Jodi Amendola, Amendola Communications

5. Success Will Rely On The Same Factors Impacting Real Influencer Marketing

Success in AI influencer marketing will mirror the success found in real influencer marketing and other once-innovative marketing tactics. Brands that carefully align AI influencer campaigns with the interests, opinions, wants and needs of their audiences while remaining true to their core brand identity will come out on top. Those that pursue novelty for the sake of it may not be so lucky. - Mary Ann O’Brien, OBI Creative

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

6. Success Requires A Storyline, Character Development And Creativity

There are already some successful AI influencer examples, notably in fashion. I predict that this will increase substantially over time, especially with the new abilities to create consistent characters with tools such as Midjourney. However, simply generating a unique brand character will not equate to success. It requires a storyline, character development and creativity to make it lasting. - Terry Zelen, Zelen Communications

7. Brands Will Move Toward A Hybrid Approach

We’ll see a rise of AI influencers modeled after those classic, loveable mascots, but with a digital twist. Imagine Tony the Tiger with a sprinkle of real-time social media interaction—keeping the nostalgia alive while upping engagement in today’s influencer-driven world. - Sun Yi, Night Owls

8. AI Influencers Will Accelerate A Growing Lack Of Consumer Trust

AI influencers will be responsible for accelerating the lack of consumer trust that is already growing toward endorsements made online by collaborators and influencers alike. The reaction will be that of an audience forced to endure a nervous and ill-prepared stage performer. The need for genuine content backed by demonstrations of a product’s effects will become a critical necessity. - William Polson, Australian Internet Advertising

9. Current AI-Influencer Campaigns Seem Like A Bid For Novelty

Although campaigns featuring AI influencers have been relatively successful, they seem more like a bid for novelty than a sustainable marketing trend. Unlike specifically designed mascots, AI spokespeople bring an element of artificiality and a lack of transparency that I don’t see sitting well with consumers long-term. - Evan Nison, NisonCo

10. AI Influencers Lack Long-Standing Audience Connections

On the one hand, AI influencers can offer dynamic and interactive experiences, such as real-time communication and personalized content. But unlike traditional mascots, AI influencers won’t have a long-standing emotional and nostalgic connection with audiences. Creating a similar level of connection will take time and may require innovative storytelling and consistent brand messaging. - Dmitrii Kustov, Regex SEO

11. AI Influencers Shouldn’t Mimic Humans Too Closely

The rise of AI influencers could mirror the success of classic brand mascots, serving as modern, tech-savvy versions that connect with digital audiences. However, ideally, this stops before AI starts mimicking real humans too closely. While it’s cool to have AI as part of the brand story, crossing into pretending they’re real could muddy the waters of authenticity. - Danielle Wiley, Sway Group

12. AI Avatars Will Provide People With A Sense Of Belonging And Connection

It is going to become harder and harder to discern what is AI and what is not. At the end of the day, people want to connect with someone or something. They want to feel like they belong. This sense of belonging, I believe, will lead to more and more blogs popping up that are run by AI avatars that look, sound and feel like your best friend, thus building hyper-connection. - Michael Tasner, No Joke Marketing

13. We May See ‘AI Reenactment’ Disclaimers Soon

We could see testimonials or reviews being read aloud by AI-based user-facing visuals. For example, a typed-out testimonial or review may be animated into a scene with an AI family showing a product or service in use. Much like the “paid actors” disclaimers at the bottom of advertisements, we may see something similar in the form of “AI reenactment” sooner rather than later. - Peter Boyd, PaperStreet Web Design

14. Too Much Testing Could Make It Hard To Build A Consistent Presence

AI influencers provide a unique opportunity to quickly create, test and scale influencer strategies. However, this also comes with the challenge of the AI component potentially lacking authenticity or alignment with the brand, or the amount of testing leading to difficulties standing out and building a consistent presence. Speed and scale are one thing, but impressions and impact are key. - Corey Morris, Voltage

15. Brands Will Try And Then Drop The AI-Influencer Approach

I predict some larger and some growing brands alike will give AI influencers a try. It’s shiny; it’s new. But soon after, they will drop the approach, realizing that real people prefer to put their trust in other real people as the faces of brands (over digital mascots). I think some fashion and lifestyle brands may find success with this approach, but they will be a select few. - Bernard May, National Positions

16. Most Established Brands Will Rely On Human-Based Marketing

We’re already seeing the rise of AI influencers on Instagram and TikTok, with virtual personas getting millions of followers. I predict that brands will increasingly build AI influencers to create highly targeted, engaging social media content. That said, most established brands will focus on human-based marketing. - Frederik Bussler, Bussler & Co

17. AI Brand Mascots Will Actually Interact With Audiences

The exciting part of this development is the potential for interactivity. Expect AI brand mascots that audiences can actually interact with—whether that’s over chat or through creative uses of augmented reality. We may even see a sort of collapse of brand spokesman and customer service support into one, where customers can bring questions and concerns to an AI influencer. - Justin Belmont, Prose