AI Influencers and the Future of Digital Interaction

AI influencers are starting to reshape the digital world, extending far beyond traditional marketing. This shift isn’t just about tech evolution; it’s a significant cultural change in how we engage with information.

Think about how social media started as a way to connect with people you knew but evolved into a space dominated by algorithms. Now, you’re fed content from people you don’t know to pique your interest and keep you scrolling.

From virtual influencers to AI-driven advisors, the shift from “collaboration and community” to “hyper-personalized influence” makes me wonder how these new forms of digital interaction will reshape our approach to business and personal connections—well beyond their original “marketing” purpose.

Let’s explore.

AI Influencers: Redefining the Term Influencer

AI personas are rewriting the concept of digital celebrity. One of the most popular AI Influencers is Lu do Magalu, a virtual persona created by Brazilian retail company Magazine Luisa. With over 7 million followers, this completely not-human ‘person’ has developed significant influence and a steady income stream from brand deals.

These influencers can operate without human limitations, creating consistent content tailored to audience preferences. The result? Audiences experience a constant presence, forming connections that are as strong as those with human influencers.

Yes, it’s strange to think about. It reminds me of a Black Mirror episode, but as of late 2024, it’s absolutely real.

How Do AI Influencers Work Exactly?

First, it’s important to understand that AI influencers are not simply avatars controlled by humans. Depending on how they are developed, AI influencers can be autonomous.

Put simply, they can function as AI agents—self-operating models trained with data provided by the brand. The question is: does this venture toward removing the need for human oversight as a means of keeping up with trends actually make the most sense? The answer is: sometimes.

In most cases, the best outcomes occur when AI performs its role autonomously while a human acts as a supervisor or editor, ensuring quality and alignment with brand values.

Think about highly regulated industries, luxury companies and other brands who care deeply about their pristine reputations. In these cases – I’m just going to say that one more time in case you skimmed over it too fast:

The best outcomes occur when AI performs its role autonomously while a human acts as a supervisor or editor, ensuring quality and alignment with brand values.

But there are certainly cases where brands are just fine winging it and letting the AI avatar create autonomously. Tech brands, more youthful brands and companies with low or no compliance regulations can explore this more thoroughly.

We already know that generative AI can take on roles traditionally requiring significant human expertise. Beyond identifying trends and developing content that resonates with followers, these AI tools are designed to remain relevant and agile. Such capabilities are especially impactful in industries where immediacy is critical.

Last but not least, AI influencers may reduce costs because human influencers can be expensive and often appeal to only a subset of a brand’s audience. Custom-built AI influencers are expensive up front because of their training costs, but relatively inexpensive to maintain once developed.

In short:

AI personas can go beyond brand promotion; they adapt to individual user behaviors and overall trends. As brands evolve along with the tech, they must remember that this level of personalization brings ethical concerns that go well beyond marketing.

Issues of transparency, user autonomy, data privacy, and bias have become key considerations. Here, AI governance becomes essential, ensuring these new brand ambassadors serve audiences responsibly.

Ethical AI Governance in the Age of Digital Influence

The inevitable rise of AI influencers raises essential questions around ethics and accountability. I’m studying “Strategies for Accountable AI” at Wharton, and here’s the core takeaway: businesses who incorporate AI must begin with the development of clear and agile guidelines on its development and use. 

Strong AI governance isn’t just a safeguard; it’s a commitment to trustworthiness and an early step toward managing risk as regulation gains momentum. If you’re considering building an AI influencer for your company, prioritize user protection and integrity in the development phase.

For more specifics on AI governance frameworks and resources, see my article on AI Ethics: Strategies for Accountable AI in Business

Conclusion

To some, the idea of AI influencers sounds surreal—but they’re here, and soon they’ll be as normal as the internet itself.

They mark an inflection point of human interaction with the digital world. They’re the first truly mainstream AI-instead-of-human use case. For companies ready to embrace this transformative technology, it’s vital to approach it in a way that aligns with company values and public trust.

For insights on navigating AI-driven influence responsibly, reach out to me at rachel@bellestrategies.com.