Study: 46% of Gen Zs are more interested in brands that use AI influencers

The main draw of influencer marketing has been the charming and authentic voices of content creators however, 37% of consumers would be more interested in a brand if they used AI influencers. This number rises to 46% among Gen Z with 27% of consumers across generations being indifferent and unable to tell the difference between AI and human influencers.

On the other hand, consumer attitudes towards the use of AI influencers are a mixed bag with 37% of consumers saying that they would be distrustful of a brand if they used them.

Don't miss: Interview: Porsche APAC’s marketing director on why traditional influencer marketing lacks authenticity

These were the results of social media analytics firm Sprout Social’s 2024 influencer marketing report which also revealed that 17% of influencers are optimistic about how AI influencers can create better brand partnerships in the future.

“I would definitely be interested in consuming a brand’s ad knowing they used AI or virtual influencers because they have created an entire being, personality and look,” said Georgina Whalen, founder of The Influencer Atelier.

“It makes me wonder why they chose each detail. It allows me to focus solely on the brand and their generated creatives verses the brand and an external party. I would not prefer a virtual influencer over a real influencer, but I do support their mutual existence,” she explained.

The growing acceptance towards AI influencers especially among Gen Zs may be attributed to less emphasis placed on the authenticity of influencers. More specifically, 35% of Gen Zs value influencer authenticity as compared to about 50% of Millennials, Gen X and Baby Boomers.

Younger generations who grew up with influencer content on social media understand that influencers provide a transactional service on behalf of a brand and see more value in the way influencers interact with products and demonstrate how they can use them in their lives.

True enough, Singapore pawnbroker Maxi-Cash recently tapped into artificial intelligence to create its virtual personality HAILEY K to communicate the brand’s sustainability efforts and connect with its Millennial and Gen Z consumers.

HAILEY K will advocate for sustainability by promoting preloved luxury goods and will educate younger consumers on the intricacies of gold value and trade-ins, according to a statement by the brand.

Similarly, Fly FM, an English radio station under parent company Media Prima Audio, introduced the first AI DJ in Malaysia, Aina Sabrina, with plans to make her a full-blown virtual influencer.

What do consumers want from influencers?

Interestingly, despite a growing interest in AI influencers, 80% of consumers are more willing to buy from brands that partner with influencers beyond just social media content, highlighting a desire for more interactive campaigns such as in-person events, brand trips or multichannel ad campaigns.

For current influencers to stand out from the crowd and cement themselves in the minds of consumers amidst the AI influencer tide, 53% of consumers look for influencers that align with their personal values and 47% value authenticity even when posting sponsored content.



However, this differs across generations because only 35% of Gen Z respondents said they cared about authenticity and 47% cared about follower count. In comparison, only 26% of all respondents said that follower count mattered.

This means that Gen Z is putting less stock in authenticity at face value and more in quantifiable credibility.

When it comes to successful brand and influencer collaborations, across all ages and genders, honest and unbiased influencer content stops consumers mid-scroll while aspirational content is least likely to catch their attention.

In fact, 67% of consumers said that the best brand and influencer collaborations are honest and unbiased. Consumers would also rather be entertained (48%) than educated (29%) or surprised (19%).

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

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