Brands are losing interest in AI influencers - but tech gains could bring a new wave of enthusiasm

"Brand partnerships with AI social accounts dropped by around 30% in the first eight months of 2025 compared to the same period in 2024, according to transaction data from hundreds of campaigns provided by the influencer-marketing platform Collabstr. Part of the drop-off may be tied to recent consumer backlash against AI slop. But the retreat can also be attributed to AI accounts simply underperforming, Collabstr cofounder Kyle Dulay said. "I don't think AI content has gotten to a point where it's able to garner the same amount of engagement and audience that a real human is able to," Dulay said."

"Fashion brand Guess drew a wave of criticism after using an AI-generated model in an advertisement in Vogue, for example. The conversation around an AI actor named Tilly Norwood prompted condemnation from the actors' union, SAG-AFTRA. Beauty brand Dove has sworn off using AI models entirely. "A lot of brands understandably are really worried about getting backlash," said Mae Karwowski, CEO of the influencer-marketing firm Obviously, which hasn't worked with AI creators this year. "You definitely see consumer and just user backlash on most things AI-generated when it's so clearly literally replacing a person.""

Brand partnerships with AI social accounts fell roughly 30% in the first eight months of 2025 versus the same period in 2024, based on transaction data from hundreds of campaigns. Some of the decline reflects consumer backlash to AI-generated content and high-profile controversies involving AI models and actors. Other causes include lower engagement and underperformance of AI creators compared with human influencers. Several influencer-marketing firms report caution or avoidance of AI creators. Brands remain wary of reputational risk, and marketers expect interest could rebound as AI content quality and audience engagement improve.

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