Traditionally, influencer marketing marketing relied solely on human influencers. But today, brands can create AI influencers—digital personalities with ultra-realistic, human-like appearances, unique traits, and specialized interests.
AI influencers are computer-generated figures that have the potential to transform influencer marketing. Like their human counterparts, they curate and share social media content around specific themes, engaging audiences just as real influencers do.
For brands, social media is now one of the most powerful tools for communication and outreach. By tapping into the influence of these digital personalities, companies can boost sales, showcase products or services, and connect with audiences in a relatable way—while maintaining full control and minimizing risks.
AI influencers can amass as many followers as real influencers on platforms like Instagram and TikTok. By producing promotional content that aligns with their personas, they can reach millions of users. This shift could significantly impact influencer marketing and content creation trends in 2025, as virtual influencers offer companies a more straightforward, cost-effective, and accessible alternative to real influencers.
Below are some recent marketing campaigns with AI influencers.
Llongueras, a well-known hair salon chain in Spain, has also innovated in its industry by collaborating with Aitana López (@fit_aitana on Instagram). Aitana is a virtual model created with AI by a Barcelona-based AI agency called The Clueless.
In January 2024, Llongueras unveiled Aitana’s first makeover, an "iced pink bob" style that with blended roots. Later that year, the collaboration reached a significant milestone when Aitana's new look was displayed on the iconic Times Square screen in New York City. This hairstyle featured the color "Peach Fuzz," (selected by Pantone as Color of the Year in 2024).
This partnership between Llongueras and Aitana López highlights how artificial intelligence and virtual influencers are redefining marketing strategies in the beauty industry.
In August 2022, fashion retailer Pacsun partnered with Miquela, or @lilmiquela on Instagram, one of the first known AI influencers. The brand decided to make Miquela its new brand ambassador in order to improve its digital presence. Miquela, a 19-year-old robot from Los Angeles has been a phenomenon since 2016, gaining millions of followers and collaborating with major brands like Prada and Calvin Klein.
The Pacsun partnership involved social content for the brand's back-to-school and 2022 holiday campaigns, aiming to connect with the Gen Z demographic exploring the digital space. Pacsun claimed that Miquela was a good example of a strong female advocate who, as a result, would inspire brand followers. In a press release, Miquela also expressed her excitement about working with Pacsun.
Since then, Miquela has also collaborated with BMW in a campaign that left many speechless, signaling a turning point in advertising as we know it.
Bermuda (@bermudaisbae on Instagram), is an AI influencer created by Brud, the same software company that created Miquela. Bermuda is known for her provocative and outspoken persona. Designed as a confident and bold character, Bermuda initially made headlines for "hacking" Miquela’s Instagram account during a staged feud. Thus, not only are AI influencers collaborating with brands, but they are also collaborating with each other.
After some time, Bermuda transitioned into a more brand-friendly role, partnering with companies like smaller tech-focused startups. Her collaborations typically revolve around promoting innovation, boldness, and confidence, resonating particularly with younger, digitally savvy audiences. Bermuda’s polarizing personality also sparks conversation, giving brands more organic reach.
Shudu Gram (@shudu.gram on Instagram) is widely recognized as the world's first virtual supermodel, revolutionizing the fashion industry with her flawless dark skin, symmetrical facial features, and captivating presence—all digitally crafted. Created in 2017 by British photographer Cameron-James Wilson, Shudu is the product of 3D modeling skills and artistic vision. Inspired by a South African Barbie and supermodel Alek Wek, Wilson taught himself 3D design through YouTube tutorials, meticulously crafting every detail of Shudu to achieve a hyper-realistic look.
Shudu has since collaborated with renowned brands, including a notable campaign with Paco Rabanne to promote the Fame fragrance. She has also been part of Balmain's "virtual army" and featured on Fenty Beauty's official account, Rihanna's cosmetics line.
As shown in the examples above, there are various ways to create virtual influencers, depending on the desired complexity of the character. Here are some useful tools to assist in this process:
AI influencers are becoming increasingly essential in digital marketing. Their rise is just beginning, but they already allow brands to connect with audiences creatively, controllably, and even economically. Their ability to generate personalized content and maintain a constant presence on social media offers significant advantages in terms of brand consistency and reach.