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Trust Issues Are Real
Sprout Social asked 2,000 people what they think about AI influencers. The results are pretty telling. 37% would feel distrustful of brands using artificial personalities. Another 27% couldn’t even spot the difference between AI and human influencers. Only 37% showed any interest in brands partnering with AI creators.
Gen Z leads acceptance at 46%, but that’s still less than half. Even digital natives aren’t rushing to embrace artificial influencers. Brands jumping into AI partnerships might be moving faster than their audiences want.
Source: sproutsocial.com
The Authenticity Problem That Isn’t
Here’s where things get weird. The same generation most open to AI influencers cares least about authenticity. Only 35% of Gen Z values how “real” an influencer is. Compare that to about half of older generations who still think authenticity matters.
“Authenticity is overrated,” says Melo Meacher-Jones from Accenture Song. “We follow influencers not because we believe they’re authentic, but because they entertain or interest us.” – according to the report.
Think about it. Brands worry AI influencers lack authenticity. But younger consumers – the ones actually engaging with this content – don’t prioritize authenticity anyway.
They Get the Business Side
Younger audiences grew up with sponsored posts everywhere. They understand influencer marketing is a business transaction, not friendship. They don’t want authenticity. They want to see how products work and fit into real life.
Gen Z and Millennials buy stuff based on influencer recommendations way more than older people do. They’re not looking for genuine connections. They want entertaining product demos that actually help them decide what to buy.
Moving Beyond Instagram
The future of influencer marketing goes way past social media posts. 80% of consumers would be more willing to buy from brands that partner with influencers on other projects. We’re talking in-person events, brand trips, and multichannel ad campaigns.
Influencers are basically becoming the new actors. As celebrity culture shifts, they’re sliding into spokesperson roles that used to belong to traditional stars.
Source: sproutsocial.com
AI and Humans Will Coexist
Despite consumer hesitation, AI influencers aren’t disappearing. Industry experts think they’ll work alongside human creators rather than replace them completely. Some see potential for better brand partnerships since AI personalities can be fully controlled and aligned with brand values.
“I would definitely be interested in consuming a brand’s ad knowing they used AI or virtual influencers,” notes Georgina Whalen from The Influence Atelier in the report. “It allows me to focus solely on the brand and their generated creative versus the brand and an external party.”
What Brands Should Actually Do
The research suggests caution. Technology might enable AI influencers, but consumer acceptance isn’t there yet. Instead of rushing into artificial personalities, smart brands focus on what actually drives engagement:
- entertainment value
- useful product demonstrations
- experiences across multiple channels
The data also challenges everything we thought we knew about authenticity. Brands obsessing over “authentic” partnerships might be solving the wrong problem. Especially for younger audiences who already understand and accept the commercial nature of influencer content.
Three Trends Shaping the Future
- Technology integration will happen slowly. AI influencers will complement human creators, not replace them entirely.
- Authenticity concerns will fade as audiences get comfortable with obviously artificial content – as long as it’s entertaining and useful.
- Channel expansion beyond social media becomes standard. Influencers take on broader spokesperson roles across multiple touchpoints.
The Bottom Line
Influencer marketing is still pretty new. Success comes from understanding what audiences actually want: entertainment and useful product information. Not some outdated idea of authentic relationships.
Brands that get this shift and adapt will win the next phase of influencer marketing. Whether that involves human creators, AI personalities, or some hybrid approach that blends both.
