The news: Brands are testing the waters with AI-generated influencers as AI becomes a staple of advertising and everyday life.

Telecommunications brand Vodafone is the latest to jump on the trend. Digiday reported the company posted an ad helmed by a generative AI (genAI) “influencer.” Vodafone claimed it was “testing different styles of advertising” by incorporating AI into its campaign.

Yes, but: Consumers aren’t on board yet.

• Only 23% of adults worldwide are likely to consume content from AI-generated influencers, while nearly half (45%) are unlikely to trust them, highlighting hesitancy to buy into non-human creators.
• Over 47% of US adults are very unlikely to follow AI-generated influencers on social media, while another 15.2% are somewhat unlikely and only 8.5% are very likely.
• Engagement potential remains low: 58% of adults across generations are unlikely to engage with content from AI-generated influencers, while only 11% are likely to engage.