Are human influencers still relevant in the age of AI?
When Spanish influencer Aitana Lopez posts a photo of herself stretching at the gym or strolling through the sunlit streets of Barcelona, the response is instant. Tens of thousands of likes, heart emojis, and admiring comments flood in. At first glance, she appears to be just another stylish 25-year-old documenting her daily life.
There is only one problem: Aitana does not exist.
She is a hyper-realistic AI-generated influencer, created by Barcelona-based agency The Clueless. Unlike earlier virtual influencers such as Lil Miquela or Rae, whose digital nature is obvious, Aitana looks almost indistinguishable from a real red-carpet model. And she is not alone.
The Rise of Hyper-Realistic AI Influencers
AI influencers are quickly becoming a global phenomenon. Another virtual personality, Mia Zelu, went viral after posting images of herself “attending” Wimbledon tennis events. Only later did followers realise she, too, was artificial. Mia has over 220,000 Instagram followers, while her virtual sister Ana has more than 300,000.
According to consulting firm Grand View Research, the global virtual influencer market was valued at US$6.06 billion in 2024 and is projected to grow to nearly US$46 billion by 2030. Brands are clearly paying attention.
The Clueless reports that Aitana generates around S$15,000 a month through collaborations with brands such as Amazon and Razer. Her creators argue that AI influencers offer unmatched efficiency: no travel, no scheduling conflicts, and complete creative control.
Why Brands Are Experimenting With AI
From a marketing perspective, the appeal is obvious. AI influencers can be deployed anywhere, adapted instantly to brand needs, and scaled at a fraction of the cost of traditional shoots. Some agencies are already using them extensively.
Singapore-based Coco Creative Studio, for example, blends AI-generated models with traditional photography, pairing artificial characters with real products and human retouching. The goal, its founder says, is not replacement, but collaboration.
That distinction matters. Industry associations have begun warning that without clear guidelines, AI influencers could undercut fair pay and displace creative professionals — from photographers and stylists to makeup artists and production crews. Transparency, consent, and respect for intellectual property remain unresolved issues.
Consumers Are Not Fully Convinced
Despite the hype, consumers themselves appear far more sceptical.
An informal survey of young adults found that roughly 80 per cent would not trust a product promoted by an AI influencer. The reasons are consistent: lack of credibility, lack of lived experience, and uncertainty over whether what is shown is even real.
Many say they might tolerate AI endorsements for low-risk purchases such as clothing or household items, but not for health products, travel, or anything experience-driven. Research supports this view. Studies show AI influencers may generate higher engagement for utilitarian, specification-heavy products like electronics — but not higher purchase intent.
In other words, AI influencers can generate attention, but attention does not necessarily convert into sales.
Authenticity Still Wins
Human influencers remain powerful precisely because they are human. They bring imperfections, emotions, and real-life experiences — qualities audiences increasingly value in an era of polished, algorithmic content.
Several creators note that audiences are already fatigued by overly smooth, hyper-perfect visuals, which AI tends to produce by default. Parenting, lifestyle, and travel content, in particular, relies heavily on authenticity and relatability — areas where AI still struggles.
This growing unease is also tied to broader concerns about deepfakes and misinformation. Surveys show a majority of Singaporeans worry about distinguishing real content from AI-generated visuals. As a result, some brands are actively leaning into “anti-AI” messaging to signal authenticity and respect for human creativity.
So, Are AI Influencers the Future?
Opinions are divided.
Some analysts believe AI influencers are a short-lived fad driven by novelty and headlines. Others see a more nuanced future, where AI plays a complementary role — used transparently, paired with human creators, and embedded within a larger creative idea.
Successful campaigns so far have made one thing clear: disclosure is non-negotiable. AI influencers must be clearly labelled, and they should not fabricate human experiences in ways that mislead audiences.
When used thoughtfully, AI influencers can be tools for experimentation and storytelling. When used carelessly, they risk eroding trust — the very currency of influence.
AI influencers are not replacing human creators anytime soon. Looking realistic is not enough. Influence is built on trust, connection, and lived experience — qualities that technology can imitate, but not truly possess.
For now, AI may generate hype. Humans still generate belief.