Companies & Digital Influencers: Attracting Customers
- More companies are turning to digital influencers powered by artificial intelligence,though success remains varied.
- Berlin—A young woman smiles into the camera for her Instagram post.
- While it may seem unconventional, AI influencers offer several advantages.
AI Influencers: The Rise of Virtual Personalities in Marketing
Table of Contents
March 23,2025
More companies are turning to digital influencers powered by artificial intelligence,though success remains varied.
Berlin—A young woman smiles into the camera for her Instagram post. Her red hair is perfectly styled, her teeth are gleaming white, and her face is flawless. This is Lucy Homefield, the online face of a furniture retailer. Though, Lucy is not a real person; she is an AI influencer, with every word and expression meticulously crafted.
The Economics of AI Influencers
While it may seem unconventional, AI influencers offer several advantages. According to Kevin Bauer, a professor at Goethe University in Frankfurt, AI influencers are economically attractive because, Compared to human influencers, there are high fees, production costs and risks for brand image or potential scandals.
This translates to cheaper and more scalable content production for companies.
the potential of AI-generated avatars has been recognized internationally for years. In 2009, Brazil saw the debut of Lu do Magalu, now a prominent figure in the AI content industry with 7.7 million Instagram followers. Lu do Magalu has partnered with major brands like Samsung, Microsoft, and Chevrolet, and even graced the cover of Brazilian Vogue in 2022.
Lu do Magalu inspired the creation of other AI influencers, such as Lil Miquela in the U.S., IMMA in Japan, and Aitana lopez in Spain, all of whom boast hundreds of thousands or millions of followers.
AI Influencers in Germany: A Cautious Reception
Germany has also experimented with AI influencers, but with limited success. In 2022, Yuna, an AI avatar created by an agency of the ProSiebenSat.1 group, debuted on Instagram. Despite attracting nearly 2,300 followers with lifestyle content, Yuna disappeared from the platform in January 2024. the project was likely discontinued due to a lack of engagement, with many German users finding Yuna scary.
Yuna’s failure highlights the “Uncanny Valley” effect, where a highly human-like design can be unsettling. Nils Urbach, a professor at Frankfurt University of Applied Sciences, suggests that AI influencers should not appear too human. A balanced design that combines digital elements with human features may be more appealing.
German Skepticism Towards AI Influencers
Design is not the only challenge for AI influencers in Germany. In 2024, the German Center for Tourism (DZT) introduced its own virtual influencer, Emma, to mixed reactions. While the response in foreign markets was reportedly positive, German users expressed a preference for real
influencers and rejected the idea of an AI replacement.
Compared to human influencers, there are high fees, production costs and potential scandals.
Bauer attributes this skepticism to “Algorithm Aversion,” a deeply rooted distrust of algorithmic decisions in Germany. Germans tend to view machine judgments as inflexible, prone to errors, or inhuman, even when thay produce better results.
improving AI Influencer Acceptance
Urbach believes that improving the technology behind AI influencers is crucial for increasing user acceptance. Authenticity and transparency are particularly important.Clearly communicating the artificial origin of AI avatars can help build trust. Adapting to cultural nuances is also essential, with developers considering the values of the German target audience, such as sustainability, social duty, and data protection.
Bauer suggests that “German Fear,” an extreme caution toward security issues, may also contribute to the skepticism. Widespread acceptance of new technologies in Germany often requires thorough regulation.
The potential dangers of unregulated technology were evident in a recent election campaign, where numerous right-wing accounts on X (formerly Twitter) spread pro-AfD messages, frequently enough without disclosing that the “influencers” were not real people. Amelie Duckwitz, a professor at the Technical University of Cologne, notes that freely accessible software can be used to create such accounts with relative ease.
The Future of AI Influencers
Despite the challenges, some companies are persisting with AI influencers. The furniture retailer aims to make the customer experience even more pleasant
with Lucy Homefield, hoping to influence purchasing decisions through close customer contact.The company is addressing some criticisms by acknowledging Lucy’s artificial origin and outlining her AI ideology. However, Lucy’s near-perfect appearance and generic values may still be off-putting to some users.
While Lucy Homefield’s following is small compared to international AI influencers, the furniture store remains committed to using artificial intelligence. Urbach emphasizes the importance of embracing this technology, stating that If you hesitate too long, you coudl lose market shares to international competitors.
AI Influencers: The Rise of Virtual personalities in Marketing (Updated March 23, 2025)
what are AI Influencers?
AI influencers are virtual personalities created using artificial intelligence. They are designed to engage with audiences on social media platforms and other digital channels,much like human influencers. These AI-powered avatars are often used by brands for marketing purposes, offering a new avenue for advertising and brand promotion.
Why are Companies Using AI Influencers?
Companies are turning to AI influencers for several key reasons:
Cost-Effectiveness: AI influencers are frequently enough more economical than human influencers due to lower production costs and no associated fees. according to Kevin Bauer, a professor at Goethe University in Frankfurt, AI influencers can reduce costs by minimizing fees, production expenses, and risks related to brand image or potential scandals.
Scalability: AI influencers can produce content more cheaply and quickly than human influencers, making them easier to scale for different campaigns.
24/7 Engagement: AI influencers can interact with audiences at any time, offering continuous engagement that is difficult for human influencers to match.
Examples of Successful AI Influencers?
The potential of AI influencers has been recognized internationally for several years. These avatars have managed to create meaningful online presences and partnerships:
Lu do Magalu: Launched in 2009 in Brazil, Lu do Magalu has become a prominent figure in the AI content industry, boasting 7.7 million Instagram followers. She has collaborated with major brands such as Samsung, Microsoft, and Chevrolet, and she even appeared on the cover of Brazilian Vogue in 2022.
Lil Miquela: This AI influencer, based in the U.S., has a large online following and is known for her lifestyle content and collaborations with various brands.
IMMA: This Japanese AI influencer has gained popularity through her fashion and lifestyle content,attracting a large audience and brand partnerships.
Aitana Lopez: Based in Spain, Aitana has a considerable follower base and works with brands across different industries.
Challenges and Criticisms of AI Influencers
Despite the advantages, AI influencers face certain challenges:
User Acceptance: Not all audiences readily accept AI influencers.In Germany, as an example, several users have expressed preference for ‘real’ influencers.
“Uncanny Valley” Effect: If AI influencers appear too human-like, they can be perceived as unsettling, leading to a negative user experience. For example, Yuna, an AI avatar in Germany, was discontinued due to lack of engagement, as many users found her to be unsettling. Nils Urbach, a professor at frankfurt University of Applied Sciences, suggests that AI influencers might be better received with a balanced design that blends digital elements with human features.
Authenticity and Trust: Users may question the authenticity of AI influencers, especially if their artificial origin is not clearly communicated. A lack of clarity can damage trust and hinder engagement.
Cultural Nuances:Adapting to cultural nuances is also essential, with developers considering the values of the german target audience, such as sustainability, social duty, and data protection.
how Can AI Influencer Campaigns Be Improved?
To improve the acceptance and effectiveness of AI influencer campaigns, several strategies can be employed:
Transparency: Clearly communicate that the influencer is AI.
Design: Strive for a balanced design that combines digital and human characteristics to avoid the “Uncanny Valley” effect.
authenticity: Focus on creating authentic content and campaigns that resonate with the target audience.
* Cultural Adaptation: Tailor content to align with cultural values and preferences.
Comparing Human vs.AI Influencers
| Feature | Human Influencer | AI Influencer |
| —————– | ————————————————— | ———————————————————– |
| Cost | Higher fees, production costs, and potential scandals | Cheaper content production, lower costs |
| Content Creation| Slower, requires more planning and resources | Faster, scalable, can be produced quickly |
| Engagement | Limited by time and availability | 24/7 and can engage with audiences at any time |
| Risk | Risk of brand image damage due to scandals | Lower risk of image damage, greater control |
The Future of AI Influencers
Despite the challenges, the use of AI influencers in marketing is expected to grow. Companies are continuing to utilize this technology to influence consumer decisions through customer interaction. The future heavily involves the improvement of AI technology.