AI Influencers: Just as ‘Real’ as Anyone on Your Feed—And Getting Smarter

From brand campaigns and social media to virtual runway shows, virtual influencers are redefining the concept of influence and hinting at a future where the line between real and virtual is barely discernible. Virtual influencers have been around for years, emerging initially as stylized digital personas without AI capabilities. However, with recent advancements in AI, CGI, and machine learning, these characters are now more sophisticated, able to interact dynamically in visual content, engage with audiences in real-time, and even personalize content. This leap in technology has opened new doors for brands, making AI influencers a viable, engaging presence across platforms. But what’s driving this trend, and why are brands increasingly leaning toward these AI personalities?

Fashion has often drawn inspiration from iconic animated and manga characters, like the glamorous Sailor Moon, with her bold costumes and striking accessories, or Astro Boy, whose futuristic aesthetic influenced trends in streetwear and tech-inspired fashion. Characters such as Betty Boop, known for her flapper style, have also impacted decades of fashion choices. Today’s AI influencers follow a similar path, moving from niche digital personas to cultural icons, bridging the fantastical and the fashionable while shaping modern aesthetics in powerful new ways. At RED-EYE, we saw the rise of this trend early on, featuring interviews with stars like Imma , RIA , and Zinn , each redefining what it means to have a digital presence.

For readers intrigued by the potential and impact of AI influencers, we recommend watching The Rise of Virtual Humans and What They Mean for the Future, a TED Talk by Sara Giusto. During the event, Giusto engaged in a real-time, interactive conversation with the virtual human Imma, giving audiences a firsthand experience of how these digital personas may influence the future of human connection. Her talk provides a fascinating look at how virtual characters are reshaping online interactions. You can watch the full talk here .

This is a trend seen globally, with trailblazers like Lil Miquela, who has been collaborating with luxury brands since 2016. Then there’s Rozy, South Korea’s first AI influencer. Photorealistic and seamlessly integrated into social media, Rozy is nearly indistinguishable from a human. Her jet-setting lifestyle and partnerships with fashion brands like Max & Co. and CAHIERS create an illusion of authenticity so compelling that it’s hard not to feel connected to her. But beyond the glamour, Rozy’s creators are tapping into something powerful: the possibility of creating influence without the constraints of a physical identity.

Both Miquela and Rozy demonstrate that “real” influence goes beyond mere physical presence, proving that digital characters can command powerful, profitable brand partnerships.

LOOP’s first AI influencer, Laila Khadraa, created for PUMA, offers a unique take on digital storytelling. As a Moroccan-born character with a love for football and adventure, Laila’s narrative feels as genuine as any human influencer’s—yet she openly acknowledges her AI origins. Her feed captures snapshots of her “life” in Morocco, blending PUMA’s brand messaging with a storyline that engages her followers in a way that feels familiar and relatable. By playing on the concept of existing “between worlds,” Laila invites followers to question the norms, sparking a dialogue around what it really means to be “real” in a digital world.

AI influencers represent more than fictional characters; they are starting to create practical solutions through digital twins—virtual replicas of real people. For brands, these AI doubles will represent a new era of flexibility and efficiency in content production, merging the physical and digital with impressive accuracy in a near future. When models or talents might face scheduling conflicts for a campaign, digital twins could fill in seamlessly, showing how AI replicas allow brands to capture “real” presence without physical constraints.

For Gen Z, the “realness” of an influencer isn’t limited to whether they’re human or AI-generated —it’s about influence, engagement, and relatability. A 2024 report from Sprout Social indicates that nearly half of Gen Z (46%) would be more interested in a brand using AI influencers, compared to Millennials, Gen X, and Baby Boomers, who often prioritize the perceived authenticity of human influencers. This reflects a key shift: while older generations favor traditional notions of authenticity, only 35% of Gen Z value it in the same way. Instead, they look at follower count, engagement, and an influencer’s ability to stay relevant.

With AI influencers able to maintain around-the-clock engagement, speak multiple languages, and adapt quickly to trends, they’re perfectly positioned to align with preferences for consistent, scalable content that keeps up with their fast-paced online lives. The analytical capabilities of AI, especially in real-time social interactions, add a data-driven edge, enabling brands to track what resonates with Gen Z and adjust content quickly. This dynamic, numbers-driven appeal creates a new kind of authenticity—one rooted in data and relevance over personal identity.

Brands using AI-driven personas can interact across time zones, deliver tailored content for niche subcultures, and curate experiences in real-time, a level of customization that Gen Z seems to find increasingly valuable.

AI influencers are also stepping into roles that require versatility in online branding. They cater to specific niches and interests—from gaming to fashion—while embodying the values Gen Z holds dear, such as inclusivity, social justice, and adaptability to digital spaces. By tapping into this mindset, brands are recognizing that AI influencers are more than a trend; they’re a bridge to future-proof connections that transcend physical boundaries and provide new forms of engagement.

To truly resonate with audiences, virtual characters need compelling stories that create real connections. Rather than replacing human influencers, we can see AI influencers as distinct personas capable of building new narratives. Generative AI adds unprecedented freedom to this approach, offering brands an agile, highly adaptable tool for real-time engagement with tailored content that resonates on a personal level.

The rise of AI influencers is melting down the line between digital and human influence, creating new possibilities for brand identity and customer engagement. They’re transforming the idea of influence into something that’s defined not by physical presence but by creativity, narrative, and cultural resonance. At RED-EYE, we’re excited to see how brands will continue to embrace these virtual personas in ways that feel entirely real—and resonate just as powerfully.

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AI-Generated text edited by Gloria Maria Cappelletti, editor in chief, RED-EYE metazine

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