The landscape of social media is in a constant state of evolution, and the latest seismic shift has arrived with a new generation of 'influencers' emerging to capture the attention of millions. These are not human beings but AI influencers, but the rise of these completely artificial and computer generated personalities presents a complex and evolving dynamic for society, brands, and the very concept of authenticity.
While they offer undeniable-advantages to brands, such as a lack of scandals and complete brand control, they also pose significant ethical challenges and risks. The viral success of personalities like Mia Zelu at major events like Wimbledon highlights the rapid mainstreaming of this technology.
What was once a Hollywood pipe dream is now a present-day reality, amassing large social media followings and wielding significant influence. 'Born' using advanced AI tools, their creators produce realistic images and videos, they are designed and crafted for consistency and realism - sometimes making it increasingly difficult to distinguish them from real people.
AI influencers, such as Little Miquela, Aitana Lopez, and Noonoouri, are already used by major brands for product promotion. They are adept at interacting with their followers, building substantial communities online, and driving consumer behaviour and brand engagement. All the while, their human counterparts [competitors] navigate the unpredictable nature of their personal and professional lives. AI influencers offer brands a seemingly perfect, scandal-free ambassador.
The case of Mia Zelu, who went viral for a courtside Instagram post at Wimbledon in July 2025, perfectly encapsulates the potential and the peril of AI influencers. A hyper realistic appearance and human-like captions, Zelu's posts garnered significant engagement - with that viral carousel post receiving nearly 297,000 likes. However, the fact that her creators remain unknown and have disabled her comments section raises questions about the true nature of her influence and the manufactured reality that she is presenting. The success that has followed shows a public fascination with these digital influencers, but it also underscores the growing blur between the real and the artificial.
The Perilous Pursuit of Perfection
Despite having a flawless appearance and controlled behaviour, the rise of AI influencers presents a number of significant negative impacts on our daily life. The most alarming is the effect they can have on self-esteem and body consciousness. For decades, supermodels and the rest of the fashion industry presented the ideal version of beauty in magazines - often unattainable for the average person. AI influencers and their creators take this to a new extreme. They are literally perfect creations, with flawless skin, symmetrical features, and idealised body proportions. As more brands and retailers adopt these 'perfect' creations, they reinforce unrealistic beauty standards, which can have a detrimental effect on their followers, especially their younger and more impressionable audience. Constant exposure to these fabricated ideals of the ideal man or woman can lead to negative social comparisons, heightened anxiety, and even body dysmorphia.
Additionally, the lack of transparency surrounding AI influencers can ultimately lead to trust issues. When followers are unaware they are engaging with a computer-generated persona, they may be unknowingly swayed by algorithms rather than genuine human insight. This can be exploited by malicious actors, who can use these profiles to deceive and manipulate others. There are also concerns about the spread of misinformation, as an AI, unlike a human, has no inherent ability to verify facts, potentially amplifying false narratives.
For brands and retailers, creating their 'perfect' influencer also carries a number of risks that could negatively impact their business:
- Erosion of Brand Trust: A key risk is the potential to lose consumer trust. If an AI influencer makes a mistake, such as promoting a faulty product or giving incorrect information, consumers are more likely to blame the brand directly rather than attributing it to human error. A human influencer might be forgiven, but a programmed mistake by an AI is seen as a deliberate action by the brand.
- The Uncanny Valley Effect: When an AI creation looks almost but not quite human, it can create a feeling of unease or revulsion in people. This effect can weaken the emotional connection and trust that brands work so hard to build with their audience.
- Lack of Authenticity: Authenticity is a cornerstone of effective influencer marketing. While AI influencers can mimic human interaction, they lack genuine emotion, lived experience, and personal connections. This can limit their ability to forge long-term, meaningful relationships with followers, potentially leading to a less engaged and less loyal audience.
- Risk of Catastrophic Failure: A single technical glitch or programming error could lead to a massive public relations crisis. If an AI influencer behaves in an inappropriate or offensive way, the brand is solely accountable and faces the full reputational damage, with no plausible deniability.
- Devaluation of Human Connection: Over-reliance on AI influencers can signal to consumers that a brand values efficiency and perfection over genuine human connection and real-world experiences. In a market where consumers increasingly seek out authentic brands, this could be a fatal misstep.
The rise of AI influencers is undoubtedly a significant advancement in the world of marketing. While they offer tempting benefits like control and consistency, the potential negative impacts on society and the very businesses that create them are too great to ignore. As the line between human and machine blurs, a thoughtful and ethical approach is paramount to ensure that the future of influence remains grounded in trust, authenticity, and responsible innovation.