We recently had our Global CEO, Ted Murphy with us in Australia. Ted is a true founding father of the influencer industry, having started PayPerPost.com, which later became IZEA Worldwide. A topicI keep getting asked about by media and brands, recently, is AI Influencers, so we jumped at the chance to host an event. Suffice to say, it completely changed my initial perspective on AI Creators.
The impact of AI Creators on original human Influencers is a highly debated topic. It is undoubtedly an interesting, and potentially unnerving time for the creator industry – one rife with questions and uncertainties. But with 42% of Gen Z and younger millennials (18-29) embracing AI technologies into their daily lives (IZEA 2024), it’s a topic we can no longer ignore.
The prospect of AI influencers making their way to Australia is not just a possibility; it’s an inevitability. With over half of the US population already following cyber-creators on platforms like Instagram, it’s only a matter of time before they gain traction here. According to Forbes, 60.4% of marketing agencies, brands and other relevant professionals (US 2023) have used virtual influencers for marketing campaigns.
One of the most successful virtual influencers is Lil Miquela, who already has over 2.6M followers on Instagram. She has worked on campaigns for such brands as Prada, Balmain and Calvin Klien. And the studio who created her, Brud, has since earned the huge valuation of $125 million (TechCrunch 2019).
Initially, like many others, I had reservations about AI influencers who lack the genuine connection and relatability that human influencers offer. But as I delve deeper, I do see potential opportunities for collaboration and expansion.
One of the most intriguing possibilities lies in creators training AI models to their likeness. This is known as Generative Sponsorships, and it involves creators training AI models to their likeness, and taking collaboration efficiency to a whole new level..
Imagine having an AI body double that can seamlessly integrate into campaigns, provide instant iterations and eliminate the need for reshoots. This opens up a world of possibilities, from testing different scenarios to reaching multilingual audiences effortlessly.
From a brand perspective, the way to look at this is more AI WITH influencers, not just AI influencers solo. This may offer distinct advantages. With 90% of the content we produce being video; storyboarding, brainstorming and editing using AI could drive better results, and provide unparalleled flexibility and scalability.
Of course, there are challenges and ethical considerations to navigate. Trust and authenticity are paramount in influencer marketing, and AI influencers may struggle to earn the same level of credibility as their human counterparts. However, by exploring partnerships where creators collaborate with AI models based on their likeness, we can potentially bridge the gap between authenticity and innovation.
As for the impact on social media users, it’s a new paradigm that will undoubtedly shape their experience on these platforms. Some may embrace the novelty of interacting with AI influencers, while others may remain skeptical.
At Hoozu, we’ve always aimed to always be at the forefront of exploring innovative approaches within the creator economy. Now, with the emergence of AI influencers, there’s a whole new dimension to consider.
We’ll keep our eyes peeled on this so you don’t have to. Get in touch today to learn more about how this new world or opportunity could help you scale your business further.
