How AI-created fakes are taking business from online influencers? That is what we will answer in this article.
We will discuss in detail what AI influencers are, what their business model is, how they’re impacting real influencers and so on.
I am not choosing sides. I’ll discuss both the pros and cons of AI influencers and their impact in the industry.
If AI influencers interest you, this article will too. Keep reading.
Table of Contents
What are AI created influencers?
These are influencers that are generally either entirely, or partially AI-generated. In either case, the majority of their personality and content will be AI-powered.
AI influencers can be seen and found nearly everywhere. The trend is currently dominant on Instagram. That is because it’s easier to create AI images than videos.
Although, there has been a constant surge of AI influencers in the video landscape as well, on Youtube and other platforms.
Even on Instagram, AI influencers are uploading video reels generated using AI.
These AI generated avatars are generally given a life-like backstory, address and other things to make them feel more real.
Of course a real human being operates the account as AI influencers can not upload content on their own (yet).
How AI created fakes are taking business from online influencers?
First, let’s establish that this is even happening. Do AI influencers even have that much influence to take away business from human influencers? That’s a big fat yes.
Instagram’s most famous AI model, Lu Do Magalu, with over 7 million followers has already collaborated with over 100 brands such as Netshoes, some magnetic bottle opener and others.
Similarly, Miquela with her 2.5million followers has already obtained sponsorships from Calvin Klein, MSI, Dior, Prada etc.
Even on Youtube, Kizuna AI has nearly 3 million subscribers and has partnered up with Nintendo and Steam!
These are probably 5-figure settlements (Miquela charges around $10,000 per post) that some human influencer missed out on.
And that’s just 3 of probably a few hundred AI influencers that exist, and are chipping off the influencer business.
Why do brands and sponsors pick AI influencers over real human beings?
There are certain benefits that AI influencers offer to sponsors and brands which human influencers can’t, or don’t.
Extreme flexibility in terms of location/clothes and everything else
AI generated models can generate 100 instances in a few seconds. This means they can have 100 different dresses, locations, angles without breaking a sweat.
It also means sponsors can cherry pick the exact shot/angle/dress/location that suits their needs best. They can ask for a dozen samples and the AI influencer can provide it to them giving them more options.
This is flexibility that human creators simply can’t offer even if they wanted to. If nothing else, changing dresses and locations would certainly require more time.
Almost free setup and shoot costs
An AI influencer doesn’t have to worry about almost any setup cost. There’s no cameraman, no clothes, or no lighting setup. Even the background can be AI generated which means no travel or accommodation costs either. One second your AI influencer is in Paris, the next it’s in the Arctic!
All of this allows the AI influencers to charge a lower amount than their human counterparts. Again, human creators can not offer the same rates simply because of money required to setup a real human shoot.
3x better Engagement
According to Private Internet Access (PIA), Virtual influencers receive 3x more engagement than real humans.
This is a direct and major reason why sponsors and brands may want to work with them. At the end of the day, exposure is what they’re looking for.
Users engage better either because they like the influencer, or are confused about its authenticity. This is common as we still are only getting started with the AI influencer wave. Hence, comments such as “Are you real?” and then hoards of people defending/opposing such statements can be found.
Less or no scandals
To err is human- Alexandar Pope. The list of celebrities making mistakes or even committing crimes in public is huge. This often leads to public backlash and boycotts. This in turn results in losses for companies who have these influencers as their brand ambassadors.
The most common example is the very recent incident of Dr. Disrespect, one of the most popular gamers in the industry losing all his contracts and being banned from Twitch due to inappropriately messaging a minor.
I’m certain AI influencers too, as they’re controlled by humans are prone to similar issues. However, so far, such incidents haven’t come to light.
Ease of creation and forever retention
Many brands have created their own AI influencers and brand ambassadors. This is primarily because it’s extremely easy to do so.
The second major reason is no recurring payments. If you own your AI influencer, you can use them forever, for as many campaigns as you want, without having to pay.
This also prevents any legal problems or contract breaches as your AI influencer isn’t suing you if you’re its creator.
Problems with AI influencers
Well, not everything is sunshine and rainbows with these AI influencers. They bring their own shares of issues.
For starters, the biggest problem is that not 100% of AI influencers’ followers are aware of its non-existence! In other words, a large fraction of the followers may believe that that AI influencer is a real human being.
Then there’s relevance, not everything an AI influencer shares will be well-received by its user-base. E.g. Ronaldo promoting a shoe brand has a lot of credibility while a digital AI influencer saying it wears XYZ shoes doesn’t make much sense.
Lack of video content is a major issue in the current world. While there are some established creators who spend a lot of money on their virtual avatars, most AI influencers today are photo-based. Hence, if a brand requires video content, that still may be a problem.
And lastly, there’s the big hoard of “AI is bad” audience. A lot of people believe AI steals art and information without proper authorization. Hence, brands are bound to lose out on this entire anti-AI demography.
Who needs and doesn’t need an AI influencer?
Let’s assume you’re a brand, or even an individual. Do you need an AI influencer or should you better go with the good ol’ humans?
Well, I’ll recommend going with AI influencers if:
- The AI influencer has a very good base of the exact target audience that you want.
- You’re on a limited budget.
- You need heavy VFX or expense-requiring shoots (multiple locations/dresses)
- Sales isn’t your prime target and you simply need some eyeballs.
- Your product suits the influencer very well. (g. a photo editing tool is perfect to be promoted by an AI influencer).
On the other hand, I’ll advise you to go with human influencer if:
- You need video promotions.
- Emotions are a major part of your campaign.
- Budget isn’t your driving factor.
Conclusion
Time for my opinion folks. I personally feel AI influencers aren’t going anywhere anytime soon. It’s a rising trend and for obvious reasons this will continue at least for the foreseeable future.
I’m on neutral ground when it comes to AI influencers. Meaning, I believe the technology isn’t good or bad, but it depends on who’s using it.
It definitely has all the benefits that we’ve discussed so far. But then, the flaws, both ethical and moral exist as well.
Yes, it definitely is chipping off profits from real influencers but then its also offering all the flexibility and options to the sponsors.
Hence, I’ll wait a few years before choosing a side. What do you think? Do you feel AI influencers should be allowed to exist or would you go for a ban?
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