AI Influencers: A New Era of Brand Engagement

TL;DR:

• 46% of Gen Zs prefer brands using AI influencers, signalling a shift in consumer behaviour.
• Authenticity is less important for Gen Zs, with more emphasis on follower count and content interaction.
• Brands like Maxi-Cash and Fly FM are successfully leveraging AI influencers to connect with younger audiences.

The Future of Influencer Marketing: AI Takes Centre Stage

Artificial intelligence (AI) is revolutionising the influencer marketing landscape, and Asia is at the forefront of this transformation. A recent study by Sprout Social revealed that 46% of Gen Zs are more interested in brands that use AI influencers. This shift in consumer behaviour is reshaping the way brands engage with their audiences, making AI an essential component of modern marketing strategies.

The Allure of AI Influencers

The appeal of AI influencers lies in their ability to create unique and engaging content. According to Georgina Whalen, founder of The Influencer Atelier, “AI influencers allow me to focus solely on the brand and their generated creatives versus the brand and an external party.” This sentiment is echoed by 37% of consumers who would be more interested in a brand if they used AI influencers.

However, not all consumers are sold on the idea. The same Sprout Social report found that 37% of consumers would be distrustful of a brand if they used AI influencers. Despite this, the growing acceptance of AI influencers, particularly among Gen Zs, indicates a potential paradigm shift in the influencer marketing industry.

Authenticity vs. Follower Count: The Generational Divide

The rise of AI influencers has led to a reevaluation of what consumers value in an influencer. While authenticity remains a crucial factor for Millennials, Gen X, and Baby Boomers, Gen Zs place less emphasis on it. Instead, they value the way influencers interact with products and demonstrate their use in real life.

Moreover, Gen Zs are more likely to value follower count over authenticity. This shift in priorities suggests that Gen Zs are more interested in quantifiable credibility than authenticity at face value.

Brands Embracing AI Influencers

Brands across Asia are already capitalising on the AI influencer trend. Maxi-Cash, a Singaporean pawnbroker, recently introduced HAILEY K, a virtual personality designed to communicate the brand’s sustainability efforts and connect with Millennial and Gen Z consumers. Similarly, Fly FM, a Malaysian radio station, launched Aina Sabrina, the first AI DJ in Malaysia, with plans to transform her into a full-blown virtual influencer.

What Consumers Want from Influencers

Despite the growing interest in AI influencers, consumers still want more from their influencers. According to the Sprout Social report, 80% of consumers are more willing to buy from brands that partner with influencers beyond just social media content. This highlights a desire for more interactive campaigns such as in-person events, brand trips, or multichannel ad campaigns.

Moreover, consumers want influencers that align with their personal values (53%) and value authenticity even when posting sponsored content (47%). However, these preferences vary across generations, with Gen Zs placing more importance on follower count and less on authenticity.

Honest and Unbiased Content

When it comes to successful brand and influencer collaborations, honest and unbiased content is key. A whopping 67% of consumers said that the best brand and influencer collaborations are honest and unbiased. This type of content is more likely to stop consumers mid-scroll, making it a powerful tool for brands looking to increase engagement and drive sales.

Comment and Share

What’s your take on the rise of AI influencers? Do you think they’re here to stay, or is it just a passing trend? Share your thoughts in the comments below and don’t forget to subscribe for updates on AI and AGI developments in Asia.

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• To learn more about AI Influencers tap here.