Would you trust an AI influencer?

- diciembre 20, 2025

December 21, 2025

Dear readers,

Take any product advertisement featuring a model or celebrity.

It may just be one photo or video, but the likelihood is high that an army of creative professionals worked hard behind the scenes to make it happen, from make-up and hair artists to art directors and lighting crew.

Now, with the rise of AI models and influencers, none of those people would need to step on a set. With a prompt and click of a button, companies can easily produce a piece of content featuring the digital persona wearing or doing anything they like, anywhere in the world.

No surprise then that the rise of AI-generated influencers and actors have rung alarm bells for creative professionals in recent months.

However, early research shows that while these AI personas may be receiving hype and attention, they may not necessarily be able to turn that into sales for their clients.

In this week's Big Read, CNA TODAY takes a deeper look at this phenomenon, and asks whether AI influencers are here to stay.

Yours faithfully,

Yasmine Yahya
Deputy Chief Editor, CNA Digital (TODAY, Lifestyle & Luxury)

AI influencers allow brands to create the perfect persona, but is this what consumers want?