Why We‘re Drawn to AI Influencers: Psychologists & Researchers Weigh In
In recent years, a new type of social media star has emerged—the AI or virtual influencer. These computer generated characters are created using CGI, AI and motion capture technology, posting on social media and working with brands just like their human counterparts. But despite being artificial, they‘ve amassed huge followings.
The pioneer and queen of virtual influencers is undoubtedly Lil Miquela. Created in 2016, this 19-year-old robot model and musician has accrued over 3 million Instagram followers and worked with major fashion and beauty brands like Prada and Calvin Klein. Other popular AI influencers have emerged since then, like Noonoouri who has partnered with Kim Kardashian and Dior, as well as Sophia the Android, a hyper-realistic AI robot with 235K followers.
As these non-human influencers continue to grow in popularity, many of us wonder—what exactly is so compelling about them? Why are millions voluntarily choosing to follow and engage with AI beings, despite knowing they aren‘t real? Psychologists and researchers have some interesting theories.
Why Are We Drawn to AI Influencers? Psychologists Weigh In
Dr. Kristin Leimgruber, a psychologist at the University of California, has spent years studying the impact of social media use on mental health. She believes one reason we‘re drawn to AI influencers is because they allow us to engage with aspirational content at a "safer" psychological distance.
"Research shows social media use is often linked to negative mental health outcomes like anxiety and depression, particularly amongst younger users," says Leimgruber. "A big reason for this is social comparison—our natural tendency to compare ourselves to others and measure how we stack up."
Leimgruber explains that while this instinct served an evolutionary purpose, it becomes problematic when applied to the unrealistic, curated personas we see on social media. We end up holding ourselves to impossible standards.
"The allure of getting a peek into influencers‘ glamorous lives is very strong, so we keep going back for more even though it chips away at our self-esteem," she notes. "But AI influencers provide just enough psychological distance to sidestep this comparison trap."
Because we know rationally that AI influencers aren‘t actually real people, it‘s easier to enjoy their content without being dragged into an unhealthy comparison cycle. Their lifestyles may be equally unattainable, but some part of our subconscious recognizes this and doesn‘t apply the same pressure to measure up.
So in a bizarre twist, the inauthenticity of AI influencers could actually be beneficial from a mental health perspective. By making their constructed nature more obvious, they allow us to indulge our fascination with aspirational content while still maintaining a crucial degree of detachment.
The Novelty Factor
Of course, our interest in AI influencers isn‘t solely self-preservation. There‘s an undeniable novelty factor too, according to Dr. Sean Sands, a marketing professor at Swinburne University of Technology who has published research on virtual influencers.
"A big initial draw was simply curiosity," says Sands. "People were fascinated by this new technology and naturally wanted to see what these AI beings were capable of."
This was certainly true for me when I first discovered Lil Miquela years ago. I found myself captivated, scrolling through her uncanny valley feed for far too long, marveling at how the technology had progressed.
Victoria Molin, who conducted her master‘s thesis on virtual influencers at Uppsala University, agrees the novelty is a huge lure. "Watching these avatars evolve to become more and more human-like over time is genuinely fascinating and entertaining to many people."
She adds: "They provide a glimpse into the future of AI. So there‘s an element of wanting to have a front row seat to what could be a major technological shift."
The Personal Touch
But novelty alone isn‘t enough to sustain long-term interest. Sands believes the ongoing appeal of AI influencers is also due to their potential for personalization.
"Unlike human influencers, AI can be customized to match each individual follower‘s specific interests, preferences and values," he explains. "So the more you engage with them, the more relevant and tailored their content can become, which is very compelling."
We‘ve already seen the first inklings of this with AI chatbots and digital assistants. The more you interact with Alexa, for example, the better she understands your needs and habits. It‘s not hard to imagine a future where AI influencers slide into your DMs to offer personalized advice, recommendations and conversation, at a depth no human influencer would have time for.
Always On
Perhaps one of the greatest advantages AI influencers have over humans is their tirelessness. While real influencers need sleep, privacy and personal time, their digital counterparts are available to entertain 24/7.
"AI influencers can consistently churn out new content and engage with fans at a pace that‘s simply not sustainable for humans," notes Molin. "So they‘ve become a uniquely reliable source of on-demand entertainment."
In an era where we‘ve grown accustomed to having endless streams of content available at our fingertips, this "always on" presence is both attractive and convenient. Even if your favorite human influencers are off the grid, you can count on the AI to keep delivering.
Risks of Brands Partnering With AI
Despite their appeal to consumers, brands should be cautious about jumping on the AI influencer bandwagon. Partnering with virtual beings poses some significant risks.
First and foremost, AI is not capable of independent discernment or judgement. "These systems often lack control over their own content and are vulnerable to hacking or manipulation," warns Sands, pointing to Microsoft‘s infamous Twitter chatbot "Tay" which began spewing racist and misogynistic content when fed those inputs by trolls.
If employing an AI influencer, brands would need to carefully and continuously monitor every piece of content they post to catch potential issues. The price of slipping up—having your brand associated with unsanctioned hate speech or misinformation—could be steep.
"There‘s a very real potential for AI influencers to be used to spread fake endorsements or even engage in harmful behavior, all without any ethical accountability," cautions Molin.
Secondly, the very inhuman qualities that appeal to many followers could be a turn-off in a brand campaign. "For influencer marketing to be effective, trust, empathy and relatability are key," says Molin. "But no matter how engaging they are, it‘s hard for people to ignore that AI aren‘t real and view their content as authentic and sincere."
Looking Ahead
Love them or loathe them, AI influencers are likely here to stay. As the technology continues to develop at a breakneck pace, these digital beings will only become more prevalent and powerful.
On one hand, their potential to provide personalized, always-on engagement and to sidestep some of social media‘s negative mental health impacts is promising. If AI influencers reduce even a small amount of the immense social pressure today‘s youth feel to attain an unrealistic ideal, that‘s a positive.
But the risks of AI being misused to deceive, manipulate and misinform loom large. For the time being, brands should remain extremely cautious about wielding this exciting but unpredictable new tool.
Ultimately, while I find myself admittedly fascinated by the technology and cultural phenomenon of AI influencers, I don‘t see them fully replacing the human element anytime soon. Call me old fashioned, but I still believe real connection—messy and flawed as it can be—lies at the heart of what sustains us, both on and offline. We must be thoughtful about how much trust and power we cede to AI, and remember the unique elements of humanity that make real relationships irreplaceable.
