AI influencers: What consumer sentiment data tells brands

AI influencers are computer-generated personas like Aitana Lopez, who has 400,000 Instagram followers and earns over $11,000 monthly promoting brands such as Amazon and Victoria’s Secret. Unlike fully CGI models such as Miquela Sousa, AI influencers rely on generative AI for appearance and behavior, though not all virtual influencers use AI. Brands adopt them for creative control and cost efficiency, avoiding human influencers’ scheduling conflicts and ego-driven demands.

The Clueless, creator of Aitana Lopez, reports monthly earnings of more than $11,000 from influencer campaigns, while initial setup costs range from hundreds to hundreds of thousands of dollars. Once operational, AI influencers reduce expenses on lighting, production, and partnerships by operating continuously without breaks or personal obligations. Human influencers cannot match this availability, making AI creators attractive for round-the-clock content production.

Consumer trust in AI influencers remains low, with 45.3% ignoring ads featuring them and only 26.4% engaging, according to a ResearchGate study. A Clutch survey found 71% of consumers would question a human influencer’s recommendation if AI-generated content were disclosed, and 53% would avoid brands known for AI in social posts. Skepticism peaks where disclosure is weak or safeguards are absent, particularly in product categories requiring lived experience.

Brands should assess audience acceptance before deploying AI influencers, starting with small pilots or surveys in low-risk categories like entertainment or fashion. High-risk areas such as skincare or finance require stronger guardrails, tiered approvals, and clear disclosure to mitigate trust erosion. Without these measures, AI personas risk damaging brand credibility and consumer relationships.