AI-made influencers are selling supplements on Instagram and TikTok

In short: AI-generated influencers, which are not real people, are increasingly being used to promote supplements and other products on major social platforms.

What's going on

AI-generated “fake” influencers are showing up more often on Instagram, TikTok, and YouTube. These accounts use generative AI, which is software that can create images and videos from scratch (like a photo studio that exists on a computer). The result can look like a real person with a consistent style, a daily routine, and a believable backstory.

Brands and creators like these accounts because they can post all the time and they are fully controlled by whoever runs them. There is no travel, no photo shoot schedule, and no risk of a real person getting into a public scandal. The New York Times points to Aitana Lopez, a virtual 25-year-old fitness model launched in July 2023, who reportedly earns around $100,000 per month from regular posts and brand deals.

A common setup connects these AI influencers to dropshipping. Dropshipping is a way to sell products without keeping boxes at home or in a warehouse, because a supplier ships each order for you (like running a store without stocking the shelves). That makes it easy to push supplements and other online items at scale.

What to watch

A big question is trust. Critics say these accounts can mislead people by acting like experts, even though an AI persona has no real experience. Expect more pressure on creators and brands to clearly label when an account is AI-made, and more tools that try to spot fake engagement, like fake followers.

Source: NYTimes