Are AI-Generated Influencers a Trend or Trash? Exploring Social Media's Disconnect

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Introduction

nIn this episode, Benjamin Shapiro interviews Scott Morris, Chief Marketing Officer at Sprout Social, to discuss the growing disconnect between what marketers think consumers want from social media and what consumers actually desire. Morris shares insights from Sprout Social's recent research surveying customers, social practitioners, and marketing leaders about changing consumer relationships on social platforms. The conversation culminates in a spirited debate about whether AI-generated influencers represent a legitimate marketing trend or should be discarded as ineffective.

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The AI Influencer Divide

nAccording to Sprout Social's research, consumer sentiment toward AI influencers is evenly split. Morris explains, "About 2 out of 5 would actually be more interested in a brand that is using an AI influencer, but that same number would be more distrustful of a brand that does that." This creates a challenging landscape for marketers considering this emerging technology, as implementing AI influencers could simultaneously attract and repel different segments of their audience. The data suggests marketers must carefully evaluate their specific audience demographics before investing in this approach.

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Generational Differences in AI Acceptance

nA key insight from the research reveals significant generational differences in receptiveness to AI influencers. Younger consumers demonstrate greater openness and interest in engaging with AI-created personalities, while older demographics show more resistance. This generational divide suggests that brands targeting Gen Z and younger millennials might find more success with AI influencers than those targeting older audiences. Morris predicts this acceptance gap will likely influence how the technology evolves in coming years.

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The Broader Influencer Landscape

nWhile AI influencers represent an emerging subset of influencer marketing, the research highlights that influencer partnerships as a whole continue to grow substantially. Morris notes that "2/3 of brands in 2025 plan to partner with more influencers this year than they did last year." This demonstrates that regardless of the AI debate, influencer marketing remains a dominant strategy that marketers are increasingly investing in. The data suggests brands should be developing comprehensive influencer strategies, whether they include AI components or not.

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Finding the Right Niche

nMorris proposes that AI influencers might find their most effective application in specific marketing contexts rather than as replacements for major human influencers. "I personally can see that as being where maybe human influencers are the ones who maybe have that broadest reach. But there is definitely a niche for micro influencers, where AI influencers can play a big role there." This insight suggests marketers might consider a hybrid approach, using human influencers for broad campaigns while deploying AI influencers for targeted micro-influencer strategies where authenticity concerns may be less prominent.

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The Authenticity Debate

nThe episode features a passionate counterpoint from host Benjamin Shapiro, who firmly places AI influencers in the "trash" category. His objection centers on authenticity: "We don't need fake people trying to influence real people by pretending to be real people." This exchange highlights the fundamental tension marketers must navigate when considering AI influencers – the potential efficiency and control benefits versus the risk of appearing inauthentic to consumers who value genuine connections. The debate extends to AI in customer service contexts, suggesting these authenticity concerns extend beyond just influencer applications.

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Conclusion

nThe research from Sprout Social reveals that marketers face a complex landscape when considering AI-generated influencers. While data shows growing acceptance among younger demographics and potential applications in micro-influencer niches, significant concerns about authenticity and consumer trust remain. For marketing professionals, the key takeaway is to thoroughly understand their specific audience demographics and values before implementing AI influencers, rather than treating them as a universal solution. As with many emerging technologies, the most effective approach may be thoughtful experimentation in contexts where AI influencers align with audience expectations rather than broad implementation.