AI-created fakes taking away business from online influencers

The rise of AI-created "virtual influencers" definitely presents a new challenge for the traditional online influencers. Hyper-realistic ‘virtual influencers’ are being used to promote leading brands, drawing ire from human content creators.

The artificial intelligence's rising involvement in our digital world and its associated opportunities and challenges have been the main topics of discussion in recent times. There is little doubt that humankind is on the verge of an era of exponential technological advancement, and AI is leading the way in the emerging digital world.

Aitana is a “virtual influencer” created using artificial intelligence tools, one of the hundreds of digital avatars that have broken into the growing $21 billion content creator economy. Their emergence has led to worry from human influencers their income is being cannibalized and under threat from digital rivals.

Building trust with consumers is crucial. Brands need to be transparent about using AI influencers and disclose their use clearly. AI can be a powerful tool to enhance human influencer content creation, providing data analysis, personalized recommendations, and creative assistance.

Secondly, human influencers need to differentiate themselves by focusing on building genuine connections, offering deep expertise, and showcasing their authentic personalities.

This is a complex and evolving situation. It's vital to avoid generalizations and recognize the nuances of different brands, influencers, and audiences. The key takeaway is that both AI and human influencers have roles to play in the future of influencer marketing. The focus should be on finding ways to leverage each other's strengths and prioritize transparency, ethical practices, and value creation for consumers.

It's important to remember that AI is still evolving, and the long-term impact on the influencer landscape is uncertain. The key for brands and influencers is to adapt, embrace the potential of both humans and AI, and prioritize authenticity, transparency, and genuine value creation for consumers.

Dr. Deepak Kumar Sahu, President & CEO, VARINDIA