A new survey by The Influencer Marketing Factory reveals that 36% of respondents believe artificial intelligence and virtual influencers should disclose their non-human nature in their social media profiles and bios. “The State Of Virtual Influencers In 2024,” conducted in April this year, polled 1,000 U.S. participants aged 16 to 54+ to gauge public awareness and attitudes toward virtual influencers.
When it comes to key findings, 79% of respondents have some degree of familiarity with virtual influencers, with 21% claiming to be unfamiliar with the concept. Among those aware of virtual influencers, 16.5% describe themselves as “very familiar,” while 16.8% are “moderately familiar.”
According to the survey, 53% of respondents follow at least one virtual influencer. The primary motivations for following these AI-generated personalities include:
Curiosity about the technology and creativity (49%)
Entertainment value through storytelling, humor, or drama (36%)
Unique perspectives offered by virtual personalities (30%)
For those who do not follow virtual influencers, the main reasons cited are:
Lack of interest in their content (37%)
Preference for real relationships (32%)
Skepticism about the concept (30%)
The survey also reveals platform preferences for virtual influencer content:
YouTube: 59%
TikTok: 56%
Instagram: 51%
Twitch: 18%
In terms of trust and purchasing behavior, 15% of respondents rate their trust in products advertised by virtual influencers at 7 out of 10. While 43.5% have never purchased based on a virtual influencer’s recommendation, 27% indicate they may do so in the future.
The report highlights that 33.5% of respondents believe virtual influencers would most effectively promote technology and gadget products. Other potentially effective categories include:
Gaming: 36%
Beauty and cosmetics: 32.7%
Fashion: 28.8%
Entertainment: 21.5%
The survey underscores the importance of transparency, with 36% of respondents stating that AI and virtual influencers should disclose their artificial nature in their social media profiles and bios. Age-based differences in preferred disclosure methods are noted, with 34% of respondents aged 45-54 favoring video introductions, while other age groups prefer social media bio disclosures.
The report also profiles several prominent virtual influencers, including:
Miquela Sousa: Created by startup Brud, Miquela has 2.7 million Instagram followers and has partnered with brands like Prada, Dior, and Calvin Klein.
Aitana López: Spain’s first AI influencer, created by The Clueless agency, reportedly earns up to $11,000 monthly.
Lu do Magalu: Created in 2003 as an e-commerce shopping voice, Lu now has a significant social media presence across multiple platforms.
The Influencer Marketing Factory’s report suggests virtual influencers are becoming an established part of digital marketing. It notes that these AI-generated personalities offer brands increased control and flexibility compared to human influencers, potentially reducing risks associated with online scandals or controversies. However, the report also emphasizes the importance of human connection and trust in influencer marketing. Read the complete survey here.
Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.
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A new survey by The Influencer Marketing Factory reveals that 36% of respondents believe artificial intelligence and virtual influencers should disclose their non-human nature in their social media profiles and bios. “The State Of Virtual Influencers In 2024,” conducted in April this year, polled 1,000 U.S. participants aged 16 to 54+ to gauge public awareness and attitudes toward virtual influencers.
When it comes to key findings, 79% of respondents have some degree of familiarity with virtual influencers, with 21% claiming to be unfamiliar with the concept. Among those aware of virtual influencers, 16.5% describe themselves as “very familiar,” while 16.8% are “moderately familiar.”
According to the survey, 53% of respondents follow at least one virtual influencer. The primary motivations for following these AI-generated personalities include:
For those who do not follow virtual influencers, the main reasons cited are:
The survey also reveals platform preferences for virtual influencer content:
In terms of trust and purchasing behavior, 15% of respondents rate their trust in products advertised by virtual influencers at 7 out of 10. While 43.5% have never purchased based on a virtual influencer’s recommendation, 27% indicate they may do so in the future.
The report highlights that 33.5% of respondents believe virtual influencers would most effectively promote technology and gadget products. Other potentially effective categories include:
The survey underscores the importance of transparency, with 36% of respondents stating that AI and virtual influencers should disclose their artificial nature in their social media profiles and bios. Age-based differences in preferred disclosure methods are noted, with 34% of respondents aged 45-54 favoring video introductions, while other age groups prefer social media bio disclosures.
The report also profiles several prominent virtual influencers, including:
The Influencer Marketing Factory’s report suggests virtual influencers are becoming an established part of digital marketing. It notes that these AI-generated personalities offer brands increased control and flexibility compared to human influencers, potentially reducing risks associated with online scandals or controversies. However, the report also emphasizes the importance of human connection and trust in influencer marketing. Read the complete survey here.