Who’s More Influential: A Human or a Virtual Influencer?

As social media continues to evolve, the rise of AI-generated content is reshaping the landscape of digital influencing. Gigi, an AI creation of university student Simone Mckenzie, exemplifies this trend, captivating millions with her fantastical videos that blur the line between reality and artifice. Through AI technology, creators like Mckenzie are redefining success in the influencer economy, generating engaging content at unprecedented speeds. This emergence of AI influencers raises critical questions about authenticity, creativity, and the future of social media.

Last updated: 28 September 2023 (BST)

What’s happening now

The surge in AI-generated content, exemplified by creations like Gigi, has made a significant impact on social media platforms such as TikTok. Users are increasingly favouring this new form of entertainment, which combines creativity with technology, allowing for quick content generation without traditional filming constraints. Experts indicate that this trend is not only reshaping the influencer economy but also raising concerns regarding authenticity and the potential for misinformation. As AI technology continues to improve, we may see an increasing number of creators leveraging these tools to capture audience attention more easily and effectively.

Key takeaways

AI-generated influencers like Gigi can create content much faster than human influencers.
The influencer economy is projected to be worth over £250 billion, making it a lucrative field.
AI content can democratise fame by lowering barriers to entry for aspiring creators.

Timeline: how we got here

Understanding the rise of AI influencers involves examining key milestones in technology and digital culture:

Late 2010s: The emergence of deepfake technology begins to capture public attention.
2020: The COVID-19 pandemic accelerates the growth of online content creation.
2022: AI chatbots and tools become widely accessible, enabling creators to generate video content easily.
2023: Creators like Simone Mckenzie leverage AI tools to create virtual influencers with significant followings.

What’s new vs what’s known

New today/this week

In recent weeks, the viral success of AI influencers has prompted discussions about the implications for traditional influencers. Creators like Gigi are not only generating significant views but are also attracting partnerships and sponsorships, further indicating the commercial viability of AI-generated content.

What was already established

The concept of influencers has existed for several years, with human creators sharing personal experiences and lifestyles to build audiences. However, the introduction of AI in this space is transforming how content is created and consumed, presenting both opportunities and challenges.

Impact for the UK

Consumers and households

The rise of AI influencers may change how consumers engage with online content. As viewers encounter increasingly realistic AI-generated videos, there is a risk of misinformation and blurred lines between reality and fiction. This could impact how products are marketed and how consumers perceive authenticity in advertising.

Businesses and jobs

For businesses, the emergence of AI content creators presents both opportunities and challenges. Companies may find it easier to collaborate with virtual influencers who can produce content rapidly and without the complications of human emotions or schedules. However, this could also lead to a decrease in demand for traditional influencers, affecting jobs in the sector.

Policy and regulation

Regulatory bodies may need to consider how to address the rise of AI-generated content. Issues surrounding copyright, authenticity, and consumer protection are likely to come to the forefront as AI influencers gain popularity. Discussions about guidelines and regulations will be crucial in ensuring transparency in AI-driven content creation.

Numbers that matter

£250 billion: The projected worth of the influencer economy.
1.3 million: Followers of traditional influencer Kaaviya Sambasivam.
£1,600: Earnings from a single viral video by Simone Mckenzie.
Millions: Number of views garnered by AI influencer Gigi within a few months.
600,000: Subscribers for AI content creator Daniel Riley's channel.

Definitions and jargon buster

AI (Artificial Intelligence): Technology that enables machines to simulate human intelligence, including the generation of content.
Deepfake: AI-generated media that superimposes existing images and videos onto source images or videos, often used to create realistic but fabricated content.
Influencer economy: The commercial ecosystem surrounding social media influencers, encompassing advertising, product endorsements, and content creation.

How to think about the next steps

Near term (0–4 weeks)

In the coming weeks, we may see a continued rise in AI-generated content as more creators experiment with these technologies. The market could witness a shift in audience preferences toward virtual influencers.

Medium term (1–6 months)

As AI content becomes more mainstream, industries may need to adapt their marketing strategies. Businesses will likely explore partnerships with AI influencers, potentially redefining advertising norms.

Signals to watch

Engagement metrics for AI-generated content versus traditional content.
Emergence of new AI tools for content creation.
Discussions in regulatory circles regarding AI content guidelines.

Practical guidance

Do

Stay informed about the latest developments in AI technology and its applications in social media.
Engage critically with content, questioning authenticity and sources.
Explore potential collaborations with both human and AI influencers if you're a business.

Don’t

Assume that all content creators are human; be aware of the rise of AI influencers.
Overlook the implications of AI-generated content on consumer perceptions.
Neglect the need for regulatory discussions regarding AI use in advertising.

Checklist

Assess the credibility of sources shared on social media.
Monitor trends in AI-generated content within your industry.
Evaluate the engagement of both AI and human content creators in your niche.
Consider the ethical implications of using AI in marketing strategies.
Stay updated on regulatory developments related to AI in social media.

Risks, caveats, and uncertainties

As the use of AI in content creation continues to expand, there are several risks and uncertainties associated with this trend. The potential for misinformation and a lack of media literacy among younger audiences raises concerns about how AI-generated content is consumed. Additionally, the rapid evolution of technology may outpace regulatory efforts, leading to challenges in ensuring ethical practices in AI content creation.

Bottom line

The rise of AI influencers like Gigi represents a transformative moment in the social media landscape. While this trend offers exciting opportunities for content creation and audience engagement, it also brings forth significant challenges regarding authenticity and regulation. As the boundaries between reality and fiction blur, both creators and consumers must navigate this new terrain thoughtfully.

FAQs

What are AI influencers?

AI influencers are virtual personalities generated by artificial intelligence, capable of creating content that mimics human behaviour. They are gaining popularity on social media platforms.

How do AI influencers generate content?

AI influencers generate content through algorithms that process prompts and create videos, images, or other media rapidly, often without the need for traditional filming setups.

What are the implications of AI-generated content?

AI-generated content raises questions about authenticity, potential misinformation, and the changing dynamics of the influencer economy, impacting both creators and consumers.