Some of the most popular figures on social media aren’t even human; they are the creations of artificial intelligence. With the rise of AI influencers, the social commerce landscape is set to undergo a significant transformation.

Currently, standout AI influencers like Rozy, Shudu, Imma, Lil Miquela, and Lu do Magalu boast impressive followings, with Lil Miquela leading at 2.5 million followers. However, many of these digital personas exhibit a glossy, almost plastic-like appearance that reveals their artificial nature.

Brands across various sectors, from fashion to automotive, are eager to leverage these digital influencers. A notable example is Aitana Lopez, who represents a new generation of AI influencers that are increasingly realistic.

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Created by the Barcelona-based AI modeling agency The Clueless, Aitana Lopez debuted earlier this year as Spain’s first AI fashion model and virtual influencer. She has quickly amassed 326,000 Instagram followers, thanks to her authentic style and vibe that make her nearly indistinguishable from real models. This is quite an achievement, given her fictional age of 25 and her ethereal looks.

The AI influencer market is part of a booming industry projected to reach half a trillion dollars in the coming years. According to Goldman Sachs, the creator economy could hit $480 billion by 2027, with brand partnerships accounting for approximately 70% of that revenue.

How much of this growth will be attributed to AI influencers remains uncertain, especially as technology continues to advance rapidly. It’s also unclear if these virtual characters are effectively driving consumer purchases.

Data from Statista indicates that some consumers are indeed influenced by virtual personas. A survey conducted in March 2022 revealed that 35% of U.S. participants were likely to buy a product endorsed by AI influencers. With projections estimating the AI influencer market to approach $6.95 billion this year, it raises the question of whether consumer acceptance will grow.

Discussions surrounding AI influencers often center on marketing rather than direct sales. Brands and agencies are recognizing the value of AI influencers, leading to a surge in partnerships. Aitana Lopez, for instance, reportedly earns over $11,000 per month despite being a newcomer.

“AI influencers can consistently create content that showcases brand voice and brand image,” stated Ariel Sims, senior vice president of paid social for global marketing agency Digitas, in a blog post for Shopify.

“Using an AI influencer may make more sense than using a human influencer in certain situations, such as when cost, control, or niche targeting are critical factors.”

This trend is particularly significant in the fashion industry, where a Statista study found that 65.5% of female consumers engage more with content from virtual influencers compared to their human counterparts.

However, not everyone is on board with this shift. While brands may be enthusiastic, human influencers are divided on the issue. Some view AI influencers as a way to earn more with less effort, while others express concerns about the implications.

BrandCycle, an affiliate marketing platform, is currently conducting its annual creator survey, which highlights these concerns. In preliminary findings, 15% of respondents expressed worry about the rise of AI, while 43% cited competition with other influencers.

Erin Gagnon, general manager at BrandCycle, noted that the results reflect the complex dynamics between human and AI influencers, emphasizing the challenges posed by virtual competitors.

“Competing with these new AI influencers is no small feat, yet [human] influencers can stay ahead by offering what AI cannot — authenticity, trust, and a genuine community connection.”