Future of AI Influencers
AI influencers, increasingly prevalent on platforms like Instagram and TikTok, raise questions about what they truly influence and how much they will be part of our future.
AI influencers, capturing attention with their enigmatic and sometimes surreal nature, initially emerge as social media personalities brought to life through artificial intelligence. These realistic digital avatars, designed to be like anyone you can imagine – whether possible or not – have their capabilities programmed through artificial intelligence. One of the most popular AI influencers to date is Miquela Sousa, with 2.9 million followers, making her one of the most notable accounts. Collaborating with brands like Prada and Calvin Klein, she prompts questions about the ease of such collaborations, what is required, and how enduring and sustainable these partnerships can be. Additionally, there is contemplation about the impact of these AI-designed virtual avatars, particularly in the beauty industry. Questions arise about how influential they will be in shaping the landscape of the beauty sector.
On the other hand, it is anticipated that the outcomes of creating characters could shape a new perception of beauty, influencing future generations. In a study focused on Generation Z, it is revealed that 32% of young women have a negative body image associated with social media, despite the encouraging force of body positivity. For these reasons, whether achieved through artificial intelligence or surgically altered beauty, the exposure to social media continues to impose an increasingly unrealistic beauty standard on us every day.
In addition to attracting attention, these virtual avatars, persisting in a yet unexplored dark space between our real world and the virtual realm, also pose challenges in terms of transparency. Existing in a manner similar to humans, the presence of these avatars becomes increasingly difficult to distinguish from real people each day. When considering how much trust we can place in an AI influencer recommending a cream or makeup, the issue of transparency becomes apparent. The significant challenge with these avatars, which lack a real-life complexion, is their substantial deviation from reality, emphasizing desire over authenticity. This raises the question of whether influencers who have achieved “perfection” in real life with their bodies and skin can influence us more effectively, or if it’s the impeccably crafted avatars produced through artificial intelligence.
When it comes to real-world content creators, virtual influencers not only serve as a source of inspiration but also trigger competition within the industry. However, to truly influence us and reach broad audiences, virtual influencers will need to be meticulously crafted to achieve a level of realism similar to real-life influencers.