"Because AI video tools like Veo 3, Sora 2, and Seedance now create people that are virtually indistinguishable from real ones, some creators see a business opportunity: to forge a new generation of synthetic influencers that might be even more effective at selling things than real people. These new influencers don't require salaries or wardrobe budgets. They can be "filmed" in locations anywhere around the world. They will patiently record dozens of takes, of dozens of different concepts, and respond directly to thousands of fans."
"Some of these synthetic influencers have achieved virality, partially from their sheer novelty. But it will take a while for them to make a significant impact in the influencer ecosystem. Brand partnerships with AI social accounts are down 30% compared to 2024, Business Insider finds. And recent ads with AI characters have faced severe backlash, as consumers flinch at their eeriness, their lack of authenticity, and the threat they pose in taking human jobs."
An AI-generated persona named Granny Spills, styled in all-pink designer suits, has attracted millions of viewers with provocative life advice. Two young content creators built the persona to generate clicks and secure brand deals. Advanced AI video tools now produce people nearly indistinguishable from real humans, enabling synthetic influencers that require no salaries, no wardrobe budgets, and can be filmed anywhere. These characters can record many takes, iterate concepts, and directly engage thousands of fans. Early virality has come from novelty, but brand partnerships have declined and ads with AI figures have provoked backlash over eeriness, inauthenticity, and job displacement. Marketers foresee a hybrid future blending synthetic and human faces.
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