What Is an AI Influencer?2025 Guide
A comprehensive guide to virtual influencers: what they are, how they work, types, case studies, brand partnerships, ethics & regulations, and best practices for 2025.
AI influencers are virtual personas – often CGI characters powered by AI or human scripting – that attract real social media followings and brand deals. They come in many forms (from animated avatars to hyper-real "virtual humans") and are reshaping marketing.
- What they are: Fictional characters with social media presence, not real people
- Why brands use them: Creative control, 24/7 content, global reach, brand safety
- Market size: Growing rapidly with 52% of Gen Z following virtual influencers
- Key challenge: Transparency and ethics – must clearly disclose virtual nature
- Future outlook: Complement to human influencers, not replacement; regulations increasing
What Is an AI Influencer?
An AI influencer (often called a virtual influencer) is a fictional character – created with computer graphics and sometimes artificial intelligence – that behaves like a social media creator or spokesperson. These digital personas have names, personalities, and online accounts where they "post" content, engage followers and promote brands, just as human influencers do.
For example, Lil Miquela (@lilmiquela) is a virtual 19-year-old with 2.4 million Instagram followers who "lives" in LA and has partnered with fashion houses like Chanel and Givenchy. Lu do Magalu (@magazineluiza), a Brazilian virtual avatar created by retailer Magazine Luiza, has over 8 million Instagram followers and regularly appears in ads for Adidas, Samsung and more.
Despite the label "AI," not all virtual influencers are fully autonomous or powered by artificial intelligence. Many are CGI characters scripted by human teams – essentially digital puppets. Their posts, captions and personality quirks are often carefully crafted by marketers or writers.
How are AI influencers different from other virtual personas?
- Virtual influencers (CGI influencers) – Broad category of social media personas who aren't real people. Some are cartoon-like; others look uncannily human.
- VTubers – Virtual YouTubers or streamers, often anime-style avatars controlled in real-time by humans with voice acting and motion capture.
- AI-generated models / synthetic avatars – Digital characters whose appearance or content is created with AI (like GANs).
- Deepfakes – AI technique to swap faces or create lookalikes. Most AI influencers are original characters, not deepfake imposters.
Types of AI/Virtual Influencers
Today's AI influencers can be categorized into several broad types based on their creation method and level of AI involvement:
1. Scripted CGI Characters
Entirely pre-rendered virtual humans managed by marketing teams. No real AI brains; all posts are crafted by humans. Example: Lil Miquela – operated by creative team writing her storyline.
2. AI-Assisted Avatars
Use AI tools to scale content creation. Avatar's face or voice might be generated by neural networks. Example: Milla Sofia (Finland) – "created by AI" with very realistic appearance.
3. Conversational AI Influencers (AI Agents)
Chatbot-like personas that actively engage users in dialogue. Powered by AI language models. Example: Xiaoice in China – Microsoft AI chatbot with millions of followers.
4. VTubers and Motion-Capture Avatars
Virtual streamers – anime-style or cartoon characters – puppeteered by humans via motion capture and voice. Example: Kizuna AI – pioneer VTuber voiced by actress.
5. Hybrid Human-AI Personas
Real human influencer merges with AI avatar. Human licenses their image to create virtual double. Example: CarynAI – voice chatbot based on influencer Caryn Marjorie.
Timeline: Key Milestones in Virtual/AI Influencers
Early Virtual Characters
Hatsune Miku (vocaloid) and Lu do Magalu emerge as pioneering virtual brand ambassadors, setting the stage for virtual influencer marketing.
Rise of Lil Miquela & VTubers
Lil Miquela's Instagram debut and Kizuna AI's VTuber channel launch pioneer modern virtual influencer formats with millions of followers.
Fashion Goes Mainstream
Shudu and Noonoouri partner with Fenty Beauty, Dior, and Versace. Virtual influencers become accepted in luxury brand campaigns.
Global Explosion
Imma (Japan), Rozy (Korea), and Ayayi (China) launch during pandemic. Virtual influencers proliferate worldwide across markets.
First Advertising Guidelines
India's ASCI mandates virtual influencers disclose they're not human. Brands create bespoke virtual ambassadors (Fnatic, KFC).
FN Meka Backlash
AI rapper FN Meka's Capitol Records deal drops amid cultural appropriation controversy, highlighting accountability issues.
Virtual Pop Stars & Policy
Noonoouri signs with Warner Music as first AI pop star. FTC updates rules to explicitly cover virtual influencers. TikTok mandates AI labels.
Normalization & Regulation
35+ verified virtual influencers on Instagram. 52% of Gen Z follow virtual influencers. EU AI Act includes disclosure requirements for 2026.
Notable AI Influencer Case Studies
Below we profile a range of virtual influencers active as of 2025, with their creators, platforms, niches, followings, and highlights:
| Name | Origin | Platforms | Niche | Followers | Details |
|---|---|---|---|---|---|
| Lil Miquela | USA | Instagram, TikTok, YouTube | Fashion & lifestyle 'Gen-Z robot' – 19 y.o. model and music artist | 2.4M on IG, 3.4M on TikTok | |
| Lu do Magalu | Brazil | Instagram, TikTok, YouTube, Facebook | Friendly tech & shopping guru; brand's digital ambassador turned pop-culture figure | 8.3M on IG, 7.4M on TikTok, 30M+ total | |
| Imma | Japan | Instagram, Twitter, TikTok | Fashion model & 'it-girl' influencer; distinctive pink bob haircut sharing trendy Tokyo life | ~400K on IG | |
| Rozy | South Korea | Instagram, YouTube | Trendy lifestyle and travel influencer; portrayed as 22-year-old Korean woman | 170K on IG | |
| Shudu | UK | Digital supermodel persona; dark-skinned high-fashion model in editorial poses | 239K on IG | ||
| Noonoouri | Germany | Instagram, TikTok | Cartoonish high-fashion activist avatar; 19-year-old vegan based in Paris | 470K on IG | |
| Aitana López | Spain | Instagram, TikTok | Fitness and gaming enthusiast; styled as 25-year-old from Barcelona who loves video games and working out | 370K on IG | |
| Kyra | India | Travel and lifestyle influencer; young Indian fashion model and 'dream chaser' | 266K on IG |
Lil Miquela
Origin: USA
Platforms: Instagram, TikTok, YouTube
Niche: Fashion & lifestyle 'Gen-Z robot' – 19 y.o. model and music artist
Followers: 2.4M on IG, 3.4M on TikTok
Lu do Magalu
Origin: Brazil
Platforms: Instagram, TikTok, YouTube, Facebook
Niche: Friendly tech & shopping guru; brand's digital ambassador turned pop-culture figure
Followers: 8.3M on IG, 7.4M on TikTok, 30M+ total
Imma
Origin: Japan
Platforms: Instagram, Twitter, TikTok
Niche: Fashion model & 'it-girl' influencer; distinctive pink bob haircut sharing trendy Tokyo life
Followers: ~400K on IG
Rozy
Origin: South Korea
Platforms: Instagram, YouTube
Niche: Trendy lifestyle and travel influencer; portrayed as 22-year-old Korean woman
Followers: 170K on IG
Shudu
Origin: UK
Platforms: Instagram
Niche: Digital supermodel persona; dark-skinned high-fashion model in editorial poses
Followers: 239K on IG
Noonoouri
Origin: Germany
Platforms: Instagram, TikTok
Niche: Cartoonish high-fashion activist avatar; 19-year-old vegan based in Paris
Followers: 470K on IG
Aitana López
Origin: Spain
Platforms: Instagram, TikTok
Niche: Fitness and gaming enthusiast; styled as 25-year-old from Barcelona who loves video games and working out
Followers: 370K on IG
Kyra
Origin: India
Platforms: Instagram
Niche: Travel and lifestyle influencer; young Indian fashion model and 'dream chaser'
Followers: 266K on IG
How Brands Work With AI Influencers (Economics & Workflow)
Similar workflow to human influencer campaigns
Brands partner with an AI influencer's creator/agency to plan campaigns. Instead of negotiating with a human, they strike deals with the character's owners. Deliverables might include Instagram posts, TikTok videos, or virtual event appearances featuring the avatar.
Contrary to assumptions that "AI influencers are cheap," top-tier virtual influencers can be quite expensive. Lil Miquela, with ~2–3M followers, could charge around $8–10K+ per sponsored post. Virtual influencers are positioned as premium collaborators, often commanding rates comparable to human macro-influencers.
Advantages over human creators
- Total creative control – Virtual avatar says/does exactly what brand script dictates
- No scheduling issues – No travel, hair/makeup, illness or no-shows
- 24/7 availability – Can appear in multiple campaigns simultaneously across time zones
- Impossible stunts – Can fly through space, instantly change looks, perform any action
- Brand safety – No risk of personal scandals, offensive remarks, or contract disputes
Limitations and challenges
- Lack authentic relatability – Cannot truly use products or have genuine experiences
- Engagement may not convert – Only 35% of surveyed users bought something a virtual influencer promoted
- Production time – Rendering realistic content can be time-consuming vs. human's spontaneous phone video
- Audience skepticism – Some users turned off by "fake" personality selling products
Brands have two routes: collaborate with established virtual influencers (like hiring Lil Miquela) or develop their own from scratch. Using existing characters gives access to their audience but less control. Creating proprietary influencers (like Lu do Magalu) provides long-term brand ambassadors but requires significant upfront investment in modeling, design, and community management.
Ethics, Transparency and Regulation
The rapid rise of AI influencers has prompted important ethical and legal questions. Here are key issues and how they're being addressed:
Disclosure & transparency
Best practice is for virtual influencers to openly identify as virtual. Many do this in their bios (e.g. Shudu's bio states "🌐 Digital Supermodel"). In the U.S., the FTC's updated endorsement guides (2023) emphasize that using a virtual influencer does not exempt brands from disclosure rules.
India's ASCI guidelines (2021): "A virtual influencer must additionally disclose to consumers that they are not interacting with a real human being. This disclosure must be upfront and prominent."
TikTok policy (2023): Realistic AI-generated content must be labeled within the video (e.g. with sticker saying "Virtual" or "Fake").
EU AI Act (effective 2026): Any AI-generated or deepfake content must be disclosed clearly.
Sponsored content and consumer protection
Like human influencers, AI influencers must follow advertising laws. Any paid partnership should be clearly tagged. A virtual influencer cannot give a "personal testimonial" about using a product they obviously can't use (FTC warns that would be deceptive).
Diversity and representation
The Shudu case (white man creating a Black female avatar) underscored concerns about representation. Are virtual influencers replacing human models from marginalized groups? Brands must be mindful: if creating a virtual persona of different ethnicity, involve people from that background in writing/designing the character to avoid tone-deaf portrayals.
Transparency is key: Clearly signal they are virtual, disclose all ads, and don't fabricate experiences or identities. Brands following this and treating virtual characters as complementary to humans (not disrespectful replacements) stay on the right side of emerging regulations.
Practical Checklist for Brands Considering AI Influencers
Clearly Define Your Goals
Ask why you want an AI influencer. Is it for novelty and press buzz? To reach digital-native audience? Or to have a controllable brand mascot? Be specific about objectives.
Know Your Audience Fit
Research how your target audience feels about virtual influencers. Gen Z might be intrigued while older demographics could react with confusion or distrust. Ensure the influencer's persona aligns with audience values.
Vet Credibility and Engagement
Check follower quality and engagement rate. Review content to ensure it's brand-safe. If character has backstory or personality lore, read up on it to avoid surprises.
Insist on Transparency in Campaigns
Make it explicit that the influencer is virtual. Use hashtags like #VirtualInfluencer. Include required ad labels (#ad, #BrandPartner). Transparency is both legal obligation and maintains trust.
Align on Content Creation Process
Clarify how content will be produced and approved. Timeline might involve rendering and revisions. Ask what assets you need to provide. Discuss usage rights and licensing.
Maintain Human Authenticity Where Needed
Determine boundaries of what your AI influencer will do. For live Q&A, consider human co-host. If answering DMs via AI, monitor interactions closely and have intervention capability.
Monitor Audience Reaction and Feedback
Pay attention to sentiment once content goes live. Moderate comments to address misconceptions. Be ready to adapt if there's backlash. Measure KPIs vs. benchmarks.
Stay Updated on Regulations
Make someone responsible for tracking guidelines in your market. EU AI Act, FTC rules, platform policies are evolving. Being proactive on compliance signals ethical and trustworthy use of technology.
FAQ – Common Questions About AI Influencers
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