It’s 2024, and the influencer landscape has evolved in ways few could have predicted just a few years ago. The rise of virtual influencers — AI-generated personas who engage with audiences across social media platforms — has quickly transformed the influencer economy. No longer just a futuristic concept, these virtual characters are now competing with human influencers for attention, brand deals, and follower counts.
What’s behind this rapid shift? Artificial intelligence, of course. But this revolution goes beyond cool technology—it's about rethinking what influence means in the digital age.
The Perfect Persona
Take Lil Miquela, for example. The virtual influencer, designed to look like a human but created by a company called Brud, has over 3 million Instagram followers. At first glance, you’d think she’s just another trendy 20-something, posting selfies, collaborating with brands, and sharing her everyday life. But the reality is, every post, every comment, and every “feeling” expressed by Lil Miquela is meticulously scripted by a team of creatives and AI engineers.
And this is where virtual influencers hold their advantage: they don’t make mistakes. They don’t say the wrong thing in an interview or face a PR scandal. Brands get the ideal spokesperson, one who’s always on-message, always available, and infinitely customizable.
Why Are Brands Buying In?
Let’s face it — humans are unpredictable. Even the most polished influencer can slip up, leading to brand backlash or, at the very least, some awkward PR cleanup. Virtual influencers eliminate that risk, and brands are starting to realize this.
Moreover, these AI influencers can work tirelessly across multiple platforms, 24/7, with content perfectly tailored to engage specific audiences. With the ability to generate engagement through thoughtful storytelling and personalized interactions, virtual influencers create a kind of intimacy that human influencers struggle to match at scale.
This doesn’t mean that traditional influencers are going away anytime soon, but the rise of their virtual counterparts offers brands more control and versatility. In a world where user attention is a scarce commodity, virtual influencers can deliver results quickly, without the unpredictability of human emotion.
AI Authenticity? Really?
Here’s where it gets tricky. The whole appeal of influencers lies in their authenticity—people follow them because they trust their opinions, style, and recommendations. So how can AI-generated influencers build that same trust?
Well, they’re doing it by mimicking human interaction incredibly well. For example, virtual influencers often engage with followers by responding to comments, sharing “personal” experiences, and collaborating with real-world celebrities. This blend of human and AI interaction makes the virtual seem real enough to foster genuine emotional connections.
Still, there’s a fine line between authenticity and manipulation. As the lines blur between AI and reality, some followers might feel uneasy knowing their favorite influencer doesn’t actually exist. But this discomfort hasn’t stopped the industry from growing—if anything, the intrigue surrounding virtual influencers adds to their appeal.
The Future of Influence
It’s tempting to view this trend as just another tech fad, but the rise of virtual influencers points to a larger shift in how we define influence. The lines between human and machine are blurring, and we’re starting to accept that influence doesn’t have to come from a living, breathing person.
Of course, it’s easy to romanticise the idea of a future where AI influencers dominate our social feeds. The reality will probably be more of a hybrid model — humans and virtual influencers working side by side. But make no mistake: AI has already reshaped the influencer economy, and its role will only grow from here.
In a few years, we might not even think twice about interacting with a virtual influencer, much like how we’ve adapted to using AI-powered tools in our daily lives. The influencer industry is transforming, and AI is driving that change faster than most of us can keep up.
If you’re in marketing or brand development, it’s time to take note: the virtual influencer revolution is here, and it’s only going to get bigger.
