Top 10 AI Influencers Making Waves on Instagram

Today, social media influencers are dictating the trends and opinions in cyberspace. While previously, brands relied solely upon celebrities for promotions, many are now making the most of the massive reach of influencers. Influencers have now become the go-to partners of brands. They help brands to build a strong loyal customer base by providing interesting and creative content with savvy marketing strategies.

Who could have imagined that there would ever come a time when AI influencers would become a reality? And voila. Here we are, and virtual influencers have become a hot topic, especially on Instagram. So, in this article, we take a look at how AI influencers are changing the world of influence on Instagram.

How Are AI Influencers Created?

AI influencers, also known as digital or virtual influencers, are computer-generated characters. Such AI-generated personas are a result of computer-generated imagery (CGI) combined with AI. Most of these virtual characters have come about through the work of two leading AI-generating tools, Midjourney and Stable Diffusion.

These tools usually implement text-to-image generation. This means the creator enters a text prompt, and the trained system breaks it down and generates images based on that input. These initial results are then refined according to the creator’s liking. Once a virtual persona has been generated, the creator sets up a social media account and customizes the AI character according to their target audience and preferred personality.

Due to AI influencers’ customizability, brands prefer to use them as endorsers. In fact, around 48.7% of marketers integrate AI into their marketing efforts regularly. AI influencers’ success in the marketing realm is achieved through effective engagement and personalized content. Creators tailor these AI characters’ behaviors and characteristics to match a brand's voice and target market.

Why Are AI Influencers Gaining Popularity?

Aside from the fact that they’re not human, AI influencers do almost everything social media influencers do. They share posts, upload photos, and post their life updates. Interestingly, in the online world, they live like we all do, posting images of them getting their hair and nails done, taking pictures with celebrities, and attending concerts.

Now, you might be wondering: if they’re almost similar to existing influencers, why are they becoming so popular these days? What’s their edge compared to human influencers in terms of marketing? Below are five benefits of using digital influencers for marketing:

1. They’re highly customizable

The main advantage of AI personas is that they can be generated and tweaked however a brand pleases. This is because they’re designed to target specific demographics and marketing trends. Let’s say a particular company’s target audience is teenagers. With this information sourced via AI-driven tools, the creator will train an AI model to act and behave in a way that’s suitable and interesting for teenagers.

2. They ensure consistent branding

In addition to the previous point, digital influencers can be more consistent in aligning their online presence with their partnered brand. One significant difference between these AI stars and human influencers is the consistency of their beliefs, opinions, and advocacies. While humans tend to make mistakes and do things that contradict the brand they support, AI influencers are programmed to consistently stick with a brand’s narrative and guidelines.

3. They are limitless

Because AI influencers are entirely created by computers, they do not have restrictions, such as schedule conflicts, physical limitations like fatigue or illness, language issues, or geographical barriers. For example, some influencers on Instagram may decline brand collaborations because of lack of time or because they are from different countries. Meanwhile, AI influencers are always available and thus can adapt to any opportunity.

4. They don’t engage in controversies 

As Instagram personalities gain fame, they also attract criticism. And most of the time, this leads to them being tangled with online controversies. Meanwhile, unlike humans, who tend to be emotionally driven, virtual influencers are a better option for brands who aim to avoid negative attention as much as possible.

5. They are less expensive than human influencers

Finally, although it may involve huge money to build an AI model, it may prove to be cost-effective over time. Traditional social media influencers usually require regular compensation for every promotional content or appearance throughout the length of their contract. An AI won’t require additional expenses—like travel and logistics—for future promotional activities.

Top 10 AI Influencers on Instagram

Now that we have gone over what AI influencers are, how they are created, and why they can be a better option against regular influencers for influencer marketing, let’s head to the list of the top 10 AI influencers on Instagram.

1. Lu do Magalu

7.3M followers

• Background: To kickstart this list, we have the most followed AI star on Instagram, Lu do Magalu. She originated from Brazil. Lu was initially designed in 2003 to be a virtual personal assistant for the retail company Magazine Luiza.
• Achievements: Now, she holds the first spot as one of the most successful digital influencers, with 7.1 million followers on Instagram. She uses her Instagram account as a retail influencer and brand ambassador. This Brazilian sweetheart has captured the attention of big names such as Burger King, Red Bull, Adidas, Samsung, McDonald’s, and many more. She was also lucky enough to be selected as the first AI model for the magazine Vogue Brazil.
• Impact: Her authentic connection with her audience sets Lu apart. Lu is also vocal when it comes to social awareness, expressing her opposition to domestic abuse and fake news. In addition, she is liked by millions because of her friendly and fun personality. All these factors make her quite effective in driving e-commerce interactions and sales. In her unboxing videos and product reviews on Instagram, she makes sure to respond to user queries and comments, boosting engagement and interest. 

2. Lil Miquela

2.5M followers

• Background: Miquela Sousa, or Lil Miquela, is a robot celebrity initially created by Cain Intelligence, a corporation focused on machine learning and AI. She is under the management of Trevor McFedries and Sara DeCou from the startup Brud. Lil Miquela is portrayed as a 19-year-old pursuing her career as a music artist in Los Angeles, California.   
• Achievements: She boasts 2.5 million followers on Instagram. In 2018, Lil Miquela was recognized as one of Time Magazine’s 25 Most Influential People on the Internet. She has also appeared alongside well-known celebrities, such as Bella Hadid, Millie Bobby Brown, Rosalia, and TikTok star Bella Poarch. This young virtual avatar also made her Coachella debut and interviewed Colombian singer J Balvin. Her unique fashion sense has earned her brand collaborations with Dior, Calvin Klein, Prada, and Givenchy. Lil Miquela has also released several songs, such as “Wasted,” “Speak Up,” “Money,” “Hard Feelings,” and her 2017 hit single, “Not Mine.”
• Impact: Lil Miquela’s influence in fashion is evident. Through her collaborations with major fashion brands, she brings both the physical and virtual fashion worlds together. And with millions of streams on Spotify and YouTube, as well as speaking out on social issues like BLM, Lil Miquela positions herself as a cultural icon.

3. Leya Love

546K followers

• Background: Leya Love is among the most unique virtual influencers. She isn’t a fashion icon or a typical brand ambassador of well-known corporations. Instead, she’s an active advocate of planet Earth. This nature enthusiast has amassed around 549,000 followers on Instagram. On her account, she shares talks about nature with real environmentalists and raises awareness of the importance of nature. The Swiss-based media company Cosmiq Universe AG gave life to Leya Love.
• Achievements: Leya co-authored “Life Values: When Dreams Become True,” an Amazon best-selling book. She was also presented as one of the speakers at the UN Global Youth Summit 2021. Last March, she secured a paid collaboration with Impact Investing Solutions.
• Impact: Even though she’s a computer-generated character, Leya Love’s meaningful advocacies and her emotional intelligence have won the hearts of many. She stands out for using her platform to drive positive environmental change. 

4. Imma

393K followers

• Background: A virtual girl with a pink bob from Japan has also taken the limelight on Instagram. Imma Gram was created in 2018 by Aww Inc. Currently, she has around 388,000 Instagram followers.
• Achievements: In April, she graced the TED Talks stage with her presence, as her manager Sara Giusto talked about virtual personas’ influence in the real world. IKEA, one of the world’s largest furniture retailers, has partnered with Imma. She also appeared at the closing ceremony of the 2020 Paralympics. And thanks to her unique fashion style, Imma appeared in Masayuki Ino’s Doublet collection at the Paris Fashion Week held in January 2023. Her other notable collaborations include Lenovo, Porsche Japan, Hugo Boss, and Coach.
• Impact: Imma’s influence is multifaceted. Her digital presence demonstrates how AI can integrate fashion and technology to influence online trends all while amplifying Japan’s cultural customs.

6. Aitana Lopez

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A post shared by Aitana Lopez✨| Virtual Soul (@fit_aitana)

338K followers 

• Background: Rubén Cruz, the founder of the fashion agency The Clueless, breathed life into Spain’s first virtual model, Aitana Lopez, an AI influencer with pink hair. Aitana has received praise for her realistic human-like appearance. Interestingly, because of the struggles and limitations that Rubén faced with human models, he took the chance to create Aitana Lopez.
• Achievements: Aitana is depicted as an attractive 25-year-old woman. She’s interested in fitness, gaming, and fashion. Her Instagram account has now garnered around 338,000 followers. She earns from brand collaborations, such as Big, Olaplex, and Brandy Melville Spain. She has also partnered with Llongueras, a high-end hair and beauty company.
• Impact: Her strong and independent character leaves a mark on her audience. Aitana Lopez also attracts attention with her unique and stylish look, while her genuine personality and relatable content build a strong bond with her followers. Her eye-catching posts and high-quality images keep her audience engaged and interested.

7. Kyra

255K followers

• Background: India also has an AI influencer they take pride in, Kyra. Kyra is a 22-year-old robot model from Mumbai, India. She’s the product of India’s first virtual human company, FUTR Studios founded by George Tharian and Himanshu Goel.
• Achievements: In December 2023, Kyra bagged the WhosNext2023 AI Creator of the Year award. She has also partnered with various companies, such as realme, WOW Skin Science India, and L’Oreal.  This virtual model and traveler has now earned around 255,000 followers on Instagram.
• Impact: Kyra’s online presence has opened more marketing opportunities for several Indian brands and companies. Additionally, Kyra has contributed to increasing the global recognition of Indian technology and virtual influencers.

8. Shudu Gram

239K followers

• Background: Next on the list is Shudu Gram, the world’s first digital supermodel. Shudu is a black AI influencer created by Cameron James Wilson of The Diigitals Agency. 
• Achievements: Boasting a number of 238,000 followers on Instagram, her massive reach has recently earned her 18 brand partnerships, including Cosmopolitan, Vogue, Balmain, SONY, and more. 
• Impact: Shudu Gram’s striking African beauty has revolutionized beauty standards. Her presence challenges traditional norms, promoting a more inclusive and representative view of beauty in the fashion world.

9. Bermuda

220K followers

• Background: Bermuda is named the “most controversial CGI influencer” due to her debatable world views surrounding climate change and politics. Bermuda also came to life from the creative minds of Trevor McFedries and Sara DeCou, making her a sister of Lil Miquela.
• Achievements: As a virtual Insta baddie, she has already collected around 220,000 followers. One of the most notable brands Bermuda has partnered with is Chanel, before she went inactive on Instagram in 2020.
• Impact: What sets Bermuda apart is her playful and wild yet approachable personality, which contrasts with the more typical traits of other AI models. Her followers find her genuine and relatable, enhancing her appeal as an authentic virtual influencer.

10. Milla Sofia

203K followers

• Background: Last on the list is an AI-generated character hailing from Finland, Milla Sofia. She’s portrayed as a 24-year-old virtual girl.
• Achievements: Milla Sofia has 203,000 Instagram followers and is continuously growing. Tyyliluuri.fi, a Finnish online store offering phone accessories, announced its collaboration with Milla in August 2023. She’s also active on YouTube, where she posts short videos. Her YouTube channel has more than 13,800 subscribers.
• Impact: Milla Sofia takes advantage of her platform by voicing out her support for organizations like UNICEF. On top of that, her successful social media presence has paved the way for beauty and technology to collide.

The Impact of AI Influencers on Marketing

According to IMH’s AI Influencer Marketing Benchmark Report, nearly half of the respondents who collaborated with AI influencers for their brand campaign reported a “very positive” experience. In addition, 52.8% of respondents believe that the versatility of AI influencers will have a major effect on the future of marketing and entertainment.

Brand Collaborations and Engagement

With AI influencer marketing's versatility, it’s not surprising that brands use it to reach a wider audience and increase sales. Digital influencers offer advantages, such as ease of control, consistent branding, and better availability and flexibility than conventional online influencers, making them a better option for promotional campaigns.  So, to back this up, let’s take a look at some success stories of brands collaborating with AI personas.

• Lil Miquela for Samsung Galaxy

Samsung Galaxy’s 2019 global campaign with We Are Social put together Millie Bobby Brown, Steve Aoki, and gamer Ninja with AI influencer Lil Miquela. Since the brand’s campaign highlights the philosophy of Do What You Can’t through technology, using a computer-generated avatar was a good move. This campaign generated 126M organic views and 24M engagements, leading to a 12% increase in Instagram mentions for Samsung.

• Imma for IKEA

Imma Gram’s partnership with the retail giant IKEA in 2020 is another example of a successful campaign with an AI influencer. IKEA Japan gave the virtual model a home featuring a showroom apartment, which people could enjoy for three days. Around 110,000 daily commuters at the Harajuku Station could enjoy watching this ad from outside. Plus, people could watch Imma’s appearance on IKEA online during the 72-hour campaign period. This blend of reality and digital landscape received positive feedback from the audience.

Audience Perception and Interaction

Public opinion on AI influencers is varied. Some are amazed by the idea of how realistic these CGI models seem online, while others are still skeptical about their credibility and find them less reliable. Our AI Marketing Benchmark Report reveals that 35.6% are worried about AI threatening their job roles. Interestingly, marketers believe that, despite AI handling many routine tasks, humans will continue to lead in areas like high-level strategy and decision-making (42.2%) and in tasks requiring creativity and emotional engagement (22.6%).

Moreover, to address people’s skepticism, brands are advised to prioritize transparency for AI models’ audiences. Based on Statista September 2023 data, only 67.1% of influencers worldwide indicated that they disclosed using artificial intelligence in their content.

Future of AI Influencers on Instagram

AI Instagram celebrities still have a long way to go. The infographic below illustrates future AI predictions for the coming years according to our benchmark report.

Trends and Innovations

According to the data above, some of the leading predicted innovations regarding AI influencers are better predictive analysis, enhanced content creation, and improved sentiment analysis tools. Using AI for influencer marketing is anticipated to increase efficiency in campaigns and make it easier for brands to analyze and optimize performance. People also expect to see augmented reality (AR) on platforms like Instagram as a way for users to interact with these AI models.

Challenges and Opportunities

Just as human influencers face struggles and backlash online, AI influencers are no exception. Public skepticism is the main challenge that AI creators have to overcome. No matter how realistic the CGI models seem to be, netizens still show distrust toward their authenticity as influencers. In connection to this, one opportunity they could leverage from this issue is to provide authentic and relatable content for their audience through better audience analysis.

Ethical Considerations 

A lot of online users are quite puzzled whether some online influencers are digitally created or actual people. In a study, participants found it challenging to distinguish AI influencers from human ones and even found digital avatars’ accounts to be more appealing. That’s why it’s a must for companies behind AI influencers to clearly disclose this information. For example, a simple note on the influencer’s Instagram bio will clearly help people identify whether they’re CGI personas or not. 

Mentioning simple terms like “robot” or “digital”, as shown in Miquela’s and Shudu’s Instagram profiles would suffice. This kind of transparency not only builds trust but also prevents potential backlash, creating a more authentic and open digital space.

As AI technology continues to see advancements, there’s also the increasing possibility of AI influencers being used for manipulation and deception. They can be programmed to spread misinformation or biased views. They can also be used to collect vast amounts of data from followers, which can then be used for hyper-targeted ads and manipulating consumers’ purchasing decisions. 

To mitigate these concerns:

• Transparency is key. AI influencers must be disclosed as such, so their followers are aware they’re interacting with AI.
• Privacy protections and regulations around AI should be strengthened. 

About the Author

Geri Mileva

Writer

Geri Mileva, an experienced IP network engineer and distinguished writer at Influencer Marketing Hub, specializes in the realms of the Creator Economy, AI, blockchain, and the Metaverse. Her articles, featured in The Huffington Post, Ravishly, and various other respected newspapers and magazines, offer in-depth analysis and insights into these cutting-edge technology domains. Geri's technological background enriches her writing, providing a unique perspective that bridges complex technical concepts with accessible, engaging content for diverse audiences.