- Vodafone’s Experiment: Vodafone Germany used an AI-generated influencer in a TikTok campaign, promoting internet speeds and a €120 cashback deal.
- Strategic Intent: The brand framed it as testing “different styles of advertising,” reflecting how AI is increasingly normalized in marketing.
- Market Trend: Virtual influencers like Lil Miquela highlight the broader adoption of synthetic personas—63% of marketers plan to use AI/ML in influencer campaigns.
- Consumer Divide: While scalable and brand-safe, only about 23% of adults say they’d engage with AI influencers, revealing trust and authenticity gaps.
- Ethical Question Marks: The campaign sparked debate on transparency, with users calling out the lack of lived experience and authenticity in virtual personas.
Vodafone’s AI model reflects why companies are turning to virtual personas for precise brand messaging.
Vodafone Germany recently introduced an AI-generated influencer in a TikTok campaign promoting high-speed home internet and a €120 cashback offer. Viewers quickly noticed the uncanny visuals—mismatched facial expressions, inconsistent hair movement, and flickering moles.
@leandrenash Are Brand AI influencers crossing the line ? Vodafone has confirmed the host is 100% AI, and they are not the only brand to work with virtual influencers. However, the data shows that only 23% of consumers engage with AI influencers, and nearly half don't trust them. This raises questions about the future of advertising and whether brands are crossing a line with the use of virtual influencers. #tiktok #aiinfluencer #virtualinfluencer #vodafone #advertising
When questioned, Vodafone replied via TikTok comments:
“We are testing different styles of advertising—this time with AI”—and added, “AI is so much a part of everyday life these days that we also try it out in advertising.”
The campaign surpassed two million views across three videos, a strong engagement signal in such an experimental format.
The videos have since been deleted.
This effort is not isolated. Back in 2024, Vodafone released a fully AI-generated commercial called The Rhythm of Life, composed entirely of generative images—from birth to skydiving—without a single real pixel.
The TikTok ad marks a more focused evolution: presenting a synthetic influencer front and center, designed to capture attention and spark conversation.
Why Brands Are Embracing AI Influencers
Vodafone isn't the first nor will it be the last brand to use AI influencers in its digital marketing. The brand follows heavy hitters like BMW, Calvin Klein, Prada, Samsung, YouTube, and Balmain, among others. But what are brands getting from using AI influencers?
Precise Messaging with Full Creative Control
AI personas allow brands to plan messaging down to the smallest gesture—no improvisation, no unpredictable influencer behavior. This controlled flexibility makes alignment with brand identity seamless and efficient.
Scalability and Cost Efficiency
AI influencers work around the clock, never require scheduling negotiations, and can be quickly repurposed across multiple platforms—a win for efficiency and budget optimization. The global AI influencer market is already approaching $7 billion in 2024, driven by this allure.
Strong ROI and Growing Investment
Data shows 63% of marketing professionals plan to integrate AI/ML in influencer strategies, while over 60% of brands have already worked with virtual influencers. The market’s continued expansion reinforces that AI influencers are not just a novelty but a calculated strategic play.
Risk Management and Message Consistency
AI personas avoid scandals and agency backlash. Brands retain control, messaging remains consistent, and reputational risks are minimized. Effectively, AI allows for brand-safe storytelling with forensic precision.
Check out the The Rise of Virtual Creators: How AI and Avatars Are Shaping the Future of Content Creation
Consumer Sentiment: Enthusiasm Meets Skepticism
Generational perspectives vary widely. Gen Z is 46% more open to AI influencers, suggesting digital natives are more comfortable with virtual personas. On the flip side, 46% of consumers feel uncomfortable with brands using AI influencers, and only 23% trust how generative AI is used on social media.
This duality underscores a delicate balancing act for marketers—innovation must walk hand in hand with transparency and trust.
Navigating the Future with Strategy and Caution
Vodafone’s experiment reflects broader trends: AI influencer marketing is on the rise, offering consistency, cost advantages, and scalability. But navigating this new terrain means addressing authenticity concerns, disclosing AI use clearly, and blending AI-driven tools with human creativity.
As more brands pilot AI ambassadors, the future of influencer marketing is poised to be both virtual and visceral—if executed with care.
