The arrival of ChatGPT in November 2022 saw businesses around the globe hurry to use the game-changing tool, enticed by the prospect of enhanced productivity and performance.
For marketers ahead of the curve, AI has since been more than just an efficiency tool. While many use AI to support content creation, the emergence of AI influencers in recent years has sparked considerable debate.
In today’s digital age, the dream of becoming a full-time influencer is an allure for Gen Zs amongst others. Having grown up watching their peers narrate Fortnite games, eating food in front of a microphone (a.k.a. Mukbang) and providing makeup tips on TikTok, success has never seemed more attainable.
The influencer landscape has shifted from polished content and charisma in front of the camera to embracing quirky and outright bizarre talents, and now, more than ever, audiences crave raw and refreshingly honest content.
Almost a decade ago, influencers had gained fame by sharing their lives or showcasing niche skills, amassing large audiences and lucrative brand collabs. However, as competition intensifies, casual posting now holds less significance and no longer guarantees a lucrative career.
The AI influencer landscape
AI influencers, also known as virtual influencers, are computer-generated characters designed to engage audiences for marketing purposes. The concept of these virtual models traces back to the 1980s with characters like Max Headroom, and within Japanese idol culture.
However, it wasn’t until 2016, with the emergence of Lil Miquela created by the Los Angeles-based company Brud, that the concept began to gain traction and widespread popularity. However, the million-dollar question remains; can AI influencers really compete with real ones?
As AI technology becomes more readily accessible and affordable, we may see a democratisation of influencer marketing, enabling individuals and businesses of all sizes to harness the power of AI to amplify their brand presence. That’s not to say human influencers are dispensable. The unique qualities of humans, including authenticity, emotional resonance, and adaptability, will continue to set them apart. This is especially true as we navigate crucial conversations around ethics, transparency, and the broader societal implications of AI influencers.
Meet the AI radio presenter
A great example of using AI to push the boundaries of trust and innovation is through our client the Royal Commission AlUla, and JOY an AI radio presenter created and adopted by RCU’s Alaa Kayal and Mostafa Sami.
For AlUla FM, which serves as the (English-speaking) voice of Saudi culture, this presents an opportunity to leverage a digital personality to drive conversations around culture, heritage, technology, and other topics as summarised by AlUla FM’s Radio Management Director, Alaa Kayal, “JOY will blend AI with content inspired by Saudi traditions, bridging innovation with cultural preservation, and positioning AlUla FM as a platform for engaging conversations that resonate with both modern and traditional audiences.” JOY represents an innovative step forward, embracing hyper-personalisation and machine learning algorithms.
However, a fine line exists as JOY must navigate her role as a presenter with cultural sensitivity and respect in both appearance and communication style.
How can brands use AI influencers effectively?
Since AI creators are not limited by their physical characteristics, they possess a novelty and flexibility that human influencers don’t. Interestingly, it’s this unique identity that makes them highly appealing to brands who are seeking specific content experiences, as well as improved cost efficiency and scalability.
However, a crucial commodity lies in winning consumer ‘trust’ and is something that every brand must cultivate to compete in a market where consumers have numerous purchasing options.
While AI influencers have the opportunity to maintain consistent and transparent communication, it remains to be seen whether they can really develop the same levels of trust as real life creators.
Like them or not, AI influencers are here to stay. Ongoing improvements in natural language processing, machine learning, and computer vision means that AI influencers will continue to become more sophisticated in their interactions and content creation. In a data-rich world, AI personas will start to seamlessly integrate into the fabric of our digital lives, from personalised product recommendations to virtual companions offering lifestyle advice.
The result? A continued blurring of lines between real and virtual worlds.
By Lewis Chappell, Head of Strategy, Incubeta MENA.
