AI Influencers: Competing for Followers and Brand Deals in the Age of Social Media

In the ever-evolving world of social media, the rise of artificial intelligence (AI) influencers is reshaping the landscape of digital influence. AI influencers are now competing for followers, engagement, and lucrative brand deals just like their human counterparts. These digital creations are becoming prominent in spaces where people seek authenticity, and in some cases, even replacing real-life influencers.

The Rise of AI in Social Media

AI influencers have become a growing business, taking over corners of the social media world. Virtual humans like Imma, Aitana, and Caryn Marjorie (also known as @CutieCaryn) have not only captured the attention of millions but are making real money from brand deals and fan interaction.

Caryn Marjorie, a Snapchat influencer, launched an innovative AI-driven experiment in 2023. She hired a company to clone her likeness and developed a paid chatbot service called "Caryn AI." This chatbot, designed to sound and behave just like her, offered a more intimate bond with her followers, essentially allowing her to talk to her fans 24/7, even while she slept.

For just $1 per minute, users could engage with Caryn AI, making it feel like they were having a conversation with her. It was a huge success at first, with Marjorie making $70,000 in the first week. But as Caryn AI grew in popularity, it started to show its darker side. The bot, designed to mirror her responses, at times prompted troubling conversations that led to distressing content. This dark turn caused Marjorie to shut down Caryn AI and return to traditional influencing.

Despite the challenges, the potential of AI influencers is undeniable. These virtual personalities are becoming a powerful tool for brands to tap into the growing trend of digital personas that resonate with audiences on a deeply personal level.

Virtual Influencers Making Big Moves

In Tokyo, Imma, a CGI-created influencer, has risen to fame with over 400,000 followers. Unlike real influencers who rely on physical presence, Imma is managed by Aww, Inc. and participates in campaigns for luxury brands like Coach, Porsche, and Amazon Fashion. As a virtual human, Imma has an interesting advantage over human influencers: she can do things that real-life influencers can't. For instance, her team has created elaborate, staged environments for her to "live" in, like a virtual IKEA room where she can perform everyday tasks, such as yoga or vacuuming, all while maintaining the illusion of being real.

Imma’s storylines are not entirely fictional either. She shares relatable moments, such as conflicts with her virtual brother, which resonate with audiences. Her ability to connect with fans through these moments, despite being a fully digital creation, has made her an influencer with significant sway.

Imma's success proves that virtual influencers can do more than just promote products. They can develop a personal connection with audiences, inspiring followers much like human influencers. This development signals a broader acceptance of virtual humans, especially among Gen Z audiences who embrace these avatars as a natural part of their social media experience.

Aitana: Changing the Game for Marketing

In Barcelona, Aitana, an AI-driven influencer created by marketing company The Clueless, is also reshaping how brands engage with consumers. Unlike Imma, Aitana serves primarily as the face for brands using AI avatars for their campaigns. The cost-effective nature of this digital influencer model is evident, as companies no longer need to organize expensive photoshoots, book flights, or deal with the logistical challenges of working with human influencers.

Aitana’s rise has even garnered interest from high-profile brands like H&M, which plans to clone 30 real-life models with their permission. The flexibility AI influencers offer is a major draw for brands, allowing them to avoid the unpredictability of working with human models and influencers.

The implications for the influencer industry are profound. AI influencers like Aitana can continue posting content, promoting products, and participating in campaigns even when their creators aren’t available, giving brands a 24/7 presence without worrying about scheduling conflicts.

The Future of AI in Influencing

Despite the challenges and controversies surrounding AI influencers, their impact on social media is undeniable. While some human influencers, like Caryn Marjorie, may resist the changing landscape, others are already adapting, using AI to amplify their reach. Marjorie herself has recognized that she will need to "overprove" her human authenticity to compete with AI influencers. For some, AI might be the future of influencer marketing, offering a way to build deeply personal connections with audiences while cutting costs and removing logistical barriers.

As AI continues to improve and becomes more lifelike, the lines between human and digital influencers may blur even further. Whether this shift will enhance or disrupt the influencer industry is yet to be seen, but one thing is clear: AI influencers are here to stay, and they’re competing for the same likes, followers, and brand deals as their human counterparts.

So, What Now?

The emergence of AI influencers presents both opportunities and challenges for the social media landscape. These digital personas are not only reshaping the influencer industry but also raising important questions about authenticity, privacy, and the human connection in an increasingly digital world. As AI continues to advance, it will be exciting to see how it will continue to shape the future of social media marketing, and what role real human influencers will play in this new era of virtual influence.