Gen Z Embraces AI Influencers for Purchasing Decisions

⁣ Updated May 29, 2025

A ⁤recent study by Whop indicates that one⁢ in three Gen Z consumers ‍now‍ base their buying choices on recommendations from AI influencers. ⁢The research, which surveyed ⁤2,001 Americans aged 12 to 27, highlights a growing trend, especially among college-aged‍ individuals.

According to the report, nearly half of⁢ those aged 19 to 21 are followers of AI personalities.Young men show a slightly higher engagement, with 47% following these accounts, compared to less than 40% of young women. This shift raises questions about the⁣ traditional importance of authenticity in marketing.

Past research⁣ supports the notion that authenticity may be losing ground. Sprout Social’s 2024 Influencer Marketing report⁤ revealed that⁤ 46% of gen Z are more inclined to⁢ trust brands collaborating with AI influencers. Only‍ 35% of Gen Z respondents valued an influencer’s authenticity, a stark contrast ‍to older generations like millennials, Gen X, and baby boomers, where about half prioritized authenticity.

Instead, follower count appears to be a key factor ⁢for Gen Z. Almost half (47%) prioritize the number of followers over an influencer’s perceived authenticity. This shift has⁣ nearly half ⁤(49%) of traditional influencers expressing concern.

Lil miquela, a prominent ⁣virtual creator with 2.4 million Instagram followers, has secured brand partnerships with major companies like BMW, calvin Klein, and Dior. Reports suggest she earns close to ⁢seven figures annually,with a 2020 ⁢ bloomberg article estimating⁢ earnings of $8,000 per sponsored post. Other notable AI influencers include Noonoouri (498,000 followers), Magazine Luiza (7.8⁣ million followers), and Shudu⁢ (237,000‍ followers).

Platforms are responding to this trend. Meta recently introduced tools enabling users to create their own AI characters on Instagram and ⁣Facebook. This move allows creators to develop virtual influencers without needing coding or design expertise.

“Our findings are clear: Younger generations are hungry for opportunities to make money online. It’s a sign of the times, and more⁣ is to come,” said Cameron Zoub, chief growth officer and cofounder of Whop.

What’s next

The ‍rise of AI influencers signals a‍ notable shift in⁤ marketing strategies, particularly in reaching Gen Z. As technology evolves, the line between virtual and real influencers may continue ⁢to blur, prompting brands to adapt to this changing landscape.