Al-Generated Influencers Taking Over Social Media: Virtual Personalities Earning Millions and Their Impact on Authenticity

A social media celebrity who never sleeps or eats, never feels joy or pain, yet commands millions of devoted followers—that’s the new reality.

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Lil Miquela and Lu do Magalu are such virtual personalities—entirely digital yet raking in millions through partnerships with Prada, Red Bull, and beyond. More than just novelties, these AI-generated influencers are reshaping how brands reach audiences, but the question lingers: can something programmed ever fully embody the messy truth of human experience? And in this rapid digital evolution, what happens to the notion of authenticity, that invisible bond fueling influence and trust?

43% of U.S. marketers express interest in AI or virtual influencers, signaling a fast-opening floodgate into this brave new world. But behind the numbers and the glossy posts lies a tension between efficiency and emotional connection—one that echoes wider societal questions about how technology intersects with our longing for genuine human interaction.

The Surge of AI Influencers: More Than a Passing Trend

It helps to start with the shape of the change. AI usage in social spaces has exploded—from 116 million users globally in 2020 to a projected 379 million by 2025 (Statista, 2024). To put that in perspective, it’s like the population of the United States tripling in just five years, except these “users” are virtual algorithms breaking into the heart of social culture.

"43% of U.S. marketers interested in Al/virtual influencers

Mentions of AI influencers on social platforms spiked an astonishing sevenfold in the first week of 2025 alone (Meltwater, 2025), as brands and consumers alike wrestled with the implications.

Who Are These Virtual Influencers?

Unlike traditional celebrities grounded in lived experience—touring, sharing behind-the-scenes moments, or even fumbling mistakes—AI influencers exist in a space between imagination and engineering.