AI Influencers: The Future of Marketing or an Ethical Risk?

Our latest research uncovers public concerns and industry trends around AI-powered influencers

AI influencers are rapidly transforming digital marketing, offering brands cost-effective, scalable, and 24/7 engagement. However, our new research, commissioned through Opinium, reveals a mixed public response, with concerns about authenticity, ethics, and transparency.

AI influencers are virtual personalities, built, managed and controlled by specialist coding teams, which appear on social media platforms in much the same way as ‘real’ influencers do.

While 59% of UK adults claim to have heard of them, only 47% correctly understand what they do. Meanwhile, only 5% of people knowingly follow an AI influencer, and 32% say they simply can’t believe someone who isn’t real can be an influencer.

However, desk research on the UK’s leading AI influencers shows that some rack up more than 7 million followers.

The report, AI: The New Wave in Influencer Marketing, explores the rise of AI-generated personas in brand campaigns, highlighting both success stories and controversies.

Mark Lowe, Founding Partner at Third City, commented:

“AI influencers are shaking up the industry, offering brands new levels of efficiency, scalability, and creative control. But as our research shows, there’s a fine line between innovation and consumer distrust. Brands need to tread carefully, ensuring transparency and ethical considerations remain at the forefront of their AI influencer strategies.”

AI influencers have proved successful for major brands, including Hyundai in Morocco, and L’Oréal. However, controversies have emerged. Balmain faced backlash for using AI models instead of real talent, raising diversity concerns, while Sheerluxe’s AI “fashion editor” sparked debate over AI replacing human jobs.

Brands embrace AI influencers for their always-on engagement, cost efficiency, and the total brand control, however ethical questions remain. Critics warn that AI influencers replace real diversity with simulated representation and consumer trust is not guaranteed.

Download the white paper here.