The Rise of AI Influencers: A New Marketing Paradigm in 2025
AI influencers are reshaping the landscape of digital marketing. What was once science fiction has become reality. Let's explore the world of virtual influencers that are now part of our everyday digital lives.
Explosive Market Growth
The global virtual influencer market was valued at approximately $6.3 billion in 2024 and is projected to reach $111.8 billion by 2033. This represents a remarkable Compound Annual Growth Rate (CAGR) of 38.4%.
What's particularly noteworthy is the response from marketers. As of 2024, 62.2% of marketers have utilized virtual influencers in their campaigns, and 52% of U.S. social media users follow at least one virtual influencer.
Korea's Pioneer: Rozy
In South Korea, Rozy has established herself as the representative virtual influencer. Developed by Locus X in 2021, Rozy is an eternally 22-year-old virtual human representing the MZ generation, with an estimated annual income of approximately $1.9 million.
Rozy's technical capabilities are impressive. Using machine learning and AI, she can express over 800 different facial expressions. Her 2021 Shinhan Life YouTube advertisement garnered over 10 million views.
The Korean virtual influencer market is expected to grow from 2.4 trillion won in 2020 to 14 trillion won by 2025—a sixfold increase. Since Rozy's debut, more than 150 virtual humans have been created in Korea alone.
Engagement Rates: AI vs Human
The engagement data presents an interesting picture. According to some research, AI influencers have an average engagement rate of 2.84%, surpassing human influencers' 1.72%.
However, sponsored content tells a different story. Sponsored posts by human influencers generate 266% more engagement than those by AI influencers. This demonstrates that authenticity and emotional connection still matter significantly.
Global Brands Leading the Way
Many global brands are already collaborating with virtual influencers:
- Prada: Partnership with Lil Miquela achieved 30% higher engagement compared to their typical campaigns
- Louis Vuitton: Collaborated with Lightning, a virtual character from Final Fantasy
- Samsung: Running various marketing campaigns utilizing virtual influencers
Why AI Influencers Are Gaining Attention
1. Complete Brand Control
AI influencers carry no risk of scandals or controversies. Brands can perfectly control their messaging and image, minimizing PR risks.
2. 24/7 Availability
They can produce content anywhere in the world without time or space constraints. Running multiple campaigns simultaneously is entirely possible.
3. Cost Efficiency
While initial development costs exist, AI influencers are more cost-effective in the long run. No photography costs, travel expenses, or management fees.
4. Unlimited Creativity
Without physical limitations, content can be created in any outfit, location, or situation. Imagination is the only limit.
Consumer Response
However, consumer reactions remain mixed. While about 37% of consumers say they would be more interested in a brand that uses an AI influencer, an equal percentage say they would distrust such a brand.
Additionally, nearly half of consumers feel uncomfortable with brands using AI influencers, and there are concerns that failing to disclose an influencer's AI nature could mislead consumers.
2025-2026 Outlook
Experts predict that AI-powered personalization (35.2%) and content creation optimization (24.8%) will become key trends in influencer marketing.
Particularly noteworthy is the emergence of personalized AI influencers. We can expect AI influencers that can adjust their content, messaging, and even appearance to match individual users' preferences and interests.
Conclusion
AI influencers are no longer just a trend—they're becoming a new standard in marketing. Of course, the value of human influencers in terms of authenticity and human connection remains significant.
For successful marketing, a hybrid strategy that appropriately combines the strengths of both AI and human influencers will be necessary. What matters most, regardless of which type of influencer you choose, is providing authentic and valuable content.
Sources: Straits Research, Grand View Research, Influencer Marketing Hub, The Influencer Marketing Factory, Ascent Korea