If you’ve been on Instagram or TikTok recently, you may have come across virtual influencers; computer-generated characters managed behind the scenes by brands, agencies, or creative teams.
The virtual influencer market reached nearly $6.06 billion in 2024 and is expected to hit $46 billion by 2030. Big names like Prada, Samsung, and Balmain are already using AI-powered personas to launch eye-catching campaigns that get people talking.
So, should your brand consider working with a virtual influencer too?
Let’s take a look at what they are, why brands are trying it, what risks to keep in mind, and how to tell if it makes sense for your goals.
What is a Virtual Influencer?
A virtual influencer is a fictional personality created with 3D modeling and artificial intelligence. Some are completely computer-generated, while others are managed by creative teams who write their posts, handle brand partnerships, and even reply to comments.
Every part of their persona is carefully crafted and consistent. Some virtual influencers see engagement rates as high as 5.9%, compared to 1.9% for real influencer campaigns. This is one of the main reasons why brands are becoming interested in them.
But having that much control isn’t always a win. So, let’s take a look at the upsides and trade-offs.
Why Are Brands Choosing Virtual Influencers?
Even though they aren’t real people, virtual influencers offer complete control; from their speech to their appearance, every campaign run using them is optimized to match the message.
They Give You Full Creative Control
When you work with a real person, you’re handing over part of your brand voice. That can work well, but it also comes with risks. People take time off, change their minds, or post something unexpected.
With AI-generated influencers, this is no longer a problem. You decide exactly what they say, how they appear, and when the content is published. Everything is planned and polished before anything is published, making it easier to stay on message and avoid surprises.
They Never Go Off-Script
Real people take vacations, miss deadlines, or sometimes post things that don’t match your brand. Even the most loved creators can face backlash or end up in a public controversy, and that can negatively impact your brand.
Digital celebrities don’t call in sick or go off-message. Each post is scripted, scheduled, and approved in advance. This makes planning easier and lowers the possibility of last-minute issues.
They Make Global Marketing Easier
Expanding into new regions typically means adapting your message to fit different cultures, languages, and expectations. That can get complicated with real influencers.
Virtual influencers can be designed from the ground up to speak multiple languages, reflect specific cultural characteristics, and even have region-specific versions. This makes it easy to create content that feels familiar and relatable to international audiences.
Where Virtual Influencers Can Fall Short
Virtual influencers tick many boxes, but they also raise some important questions worth asking before committing.
The Missing Human Touch
Most influencer campaigns work because the creator feels like someone you can trust. When the face behind the message isn’t human, that trust can be harder to earn.
Some audiences may be quick to scroll past content that feels overly polished or scripted. Even with perfect visuals and messaging, people still value connection, and connection starts with a real human touch.
Emotional Connection Isn’t Always There
Relatable stories are often what make influencer content resonate with their audiences. Whether it’s a personal experience, a difficult moment, or a great achievement, these experiences help them create deeper connections with their followers.
Virtual influencers, by design, don’t live real lives. Without shared experiences, it’s harder for followers to see themselves in the story or feel a genuine emotional connection.
The Ethics Are Still Up for Debate
Using AI-generated influencers can raise questions around transparency, representation, and whether it’s ethical to promote real products through someone who doesn’t exist.
Not all brands want to venture into that gray area. And with the growing focus on representation and authenticity, working with virtual influencers could cause scrutiny you’re not prepared for.
Is a Virtual Influencer Right for Your Brand?
Take a moment to think about how an AI-generated influencer could fit your brand and connect with your audience.
- Your target audience – Are they open to AI content or more drawn to real, relatable people?
- Your brand values – Does your brand prioritize authenticity, storytelling, innovation, or aesthetics?
- Campaign goals – Are you aiming for awareness, engagement, or conversions? Virtual influencers are strong on visuals and reach, but real influencers earn deeper trust.
- Creative resources – Do you have the team or an agency partner to manage and develop a virtual persona long-term?
- Platform fit – Are you active on platforms where virtual influencers perform well (like Instagram or TikTok)?
- Reputation management – Are you ready to handle questions around ethics, transparency, or representation?
Real Influencers vs. Virtual Influencers: What Works Best?
Real creators are good at expressing emotion. Their stories feel real, their struggles resonate, and their audiences trust them. Virtual influencers give you more control, more flexibility, and the ability to scale your content. The magic often happens when you combine the two.
Many brands are already doing this. They use virtual influencers to generate buzz and create impactful images, and then partner with real creators to build trust and generate real engagement.
If you’re not sure how to balance the two, teaming up with a full-service influencer marketing agency can help. They can help you find the right mix of talent, handle the logistics, and make sure everything runs smoothly, without adding more to your plate.
To Sum Up
Virtual influencers are becoming a real part of how brands show up online. Whether they play a big role in your strategy or offer a fun way to experiment depends on your audience and what you’re trying to achieve.
For some brands, an AI persona can help them stand out. For others, nothing beats the honesty and connection that comes from a real person sharing their experiences. There’s no one-size-fits-all solution, but as influencer marketing evolves, it’s worth considering how virtual voices might fit into your campaigns.
