By Jennifer Mathews
- The emergence of AI influencers could jeopardize the dreams of 53% of Gen Z who see influencing as a viable career path
- Businesses are increasingly opting for AI influencers due to higher ROI, lower costs, and more efficient budget allocations
A significant change is happening in the fast-changing world of influencer marketing. Generation Z now have a new competitor: Artificial Intelligence. With 53% considering influencing as a viable career, this dream could soon be disrupted. AI influencers such as Lu do Magalu and Lil Miquela are becoming increasingly popular and are having a significant impact, reshaping the business and cultural dynamics of this growing industry.
Why This Matters: The influencer space is already highly saturated, creating a challenge for human influencers to stand out. Then, enters AI influencers who offer businesses a more cost-effective and efficient alternative. Companies can maximize their ROI by leveraging AI influencers, immune to scandals, who can work round the clock and create consistent content without breaking or negotiations. For instance, Lu do Magalu, an AI influencer, attracted an impressive 6.6 million followers. In contrast, Lil Miquela, with 2.6 million followers, collaborates with high-end brands such as Dior, Prada, and Calvin Klein.
But is it time to shelve human influencers? The rise of AI influencers raises questions about authenticity and connection. Human influencers offer relatability and genuine interactions that AI, no matter how sophisticated, may struggle to replicate. And despite AI’s rise, the global influencer marketing market is thriving, tripling in size since 2019. By 2024, it is projected to reach a high of $24 billion.
This paradox highlights a critical point: While AI influencers are rising, human influencers are still in demand. The difference lies in the efficiency and cost-effectiveness that AI brings to the table. As businesses navigate this new landscape, they have to balance the allure of AI’s efficiency with the irreplaceable value of human authenticity.
Situational Awareness: Gen Z influencers must adapt to this new reality as AI influencers gain prominence. This could mean pivoting towards more niche markets, enhancing their unique human touch, or even collaborating with AI to create hybrid content. The future of influencer marketing could likely see a blend of human creativity and AI efficiency, creating a dynamic ecosystem where both can coexist and thrive. The ascent of AI influencers represents the perfect intersection of business innovation and cultural evolution. For Gen Z influencers, this shift demands adaptability and resilience, underscoring the digital age’s ever-changing nature.
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