Have you ever wondered whether the product you’re using right now was suggested by an AI influencer? You might have already bought something without even realizing it came from the recommendation of an algorithm, not a human.
In a recent interview I did with The Quicky podcast by Mamma Mia, we dove deep into this fascinating—and somewhat eerie—topic. AI-generated influencers are becoming more widespread, and their presence is growing across your favorite social media platforms. These virtual influencers are not just playing dress-up; they’re influencing buying decisions, shaping opinions, and yes—pocketing profits for the companies behind them.
Take a look at the growing phenomenon of influencers like Lil Miquela, a virtual character with millions of followers. She’s promoting everything from fashion to tech products while building her own online identity. But let’s not forget—she’s a digital creation. No messy personal controversies, no burnout from the demands of being "always on," and complete control for the brands managing her. It’s marketing heaven, but it makes you wonder: Who is really profiting from this?
Behind the scenes, it's a whole ecosystem—tech developers, marketing agencies, and brands—that's benefiting from AI influencers. These AI personas can be crafted to be the perfect brand ambassador, but they raise essential questions about transparency and authenticity. Should you trust a recommendation from an AI influencer when their opinions are meticulously crafted and controlled by marketers? And as consumers, do we even care?
During the Mamma Mia interview, we explored the growing trust consumers are placing in these virtual influencers. But we also talked about the ethical dilemma: Will consumers get more comfortable with AI-generated recommendations? Or will there be a backlash as people start to question whether they’re being influenced by a machine rather than a human being?
Imagine a future where your favorite AI influencer knows your preferences, habits, and even your emotional state better than a human. Sounds futuristic, but we’re closer than we think. This raises an important point: Where do we draw the line? AI can be useful, but there’s an underlying responsibility for transparency. Should you know whether the recommendations you’re seeing on Instagram are coming from an algorithm or a person?
We’re standing at the intersection of marketing and machine learning, and the lines are getting blurrier by the day. As AI influencers grow more sophisticated, their influence on consumer behavior will only deepen. It’s up to brands, marketers, and developers to ensure they remain transparent about the AI nature of these personalities. And for us as consumers? Staying informed is our best defense in this brave new digital world.
If you’re interested in diving deeper into the topic, check out my interview with The Quicky podcast by Mamma Mia, where we cover these fascinating trends and what they mean for the future of influence.
Listen to the full episode here: The Quicky podcast interview with Anders Sörman-Nilsson.
Let me know—have you ever bought something you think was suggested by an AI without realizing it?