Influencer Marketing in 2025: How AI Tools Are Changing the Game

It is no secret that influencer marketing has been on a steady rise. In fact, this year influencer marketing is predicted to reach 32.55$ billion globally. Most brands are now putting more budget behind creators, betting on authentic connections over traditional ads. Now, let’s get into how AI will shape the future of influence.

For starters, brands aren’t just chasing big numbers anymore. Using different AI tools, they can actually zero in on influencers whose audiences fit their vision and products– rather than just chasing inflated followings. These tools are also making it way easier to spot the fake accounts and the bot-driven engagement that have taken over the social media space for years. And here’s the big one: ROI. AI tools are helping predict outcomes before campaigns even launch, which means budgets are being spent with way more intention. Because let’s be real, recession or not, nobody has dollars to waste.

On the other hand, we’ve also seen the rise of virtual and AI-generated influencers like Lil Miquela, yes you heard it right …. AI-generated influencers. You’re probably wondering how that works, well here’s a little breakdown. Powered by AI-generated photos and videos, these virtual influencers are created and managed by creative companies who decide on their brand image, voice, interest, whether their content will be niche as well as their backstory.  These companies also play the role of  talent agencies, negotiating brand deals, creating strategies and running campaigns. Let’s take Lil Miquela for example who has collaborated with brands such as Prada, Calvin Klein, Pacsun just to name a few and in 2018 was named one of Time Magazine’s 25 most influential people on the internet.

And while I won’t dive into the ethics here, from a PR perspective, it makes sense why brands are experimenting with them. No scandals, no last-minute cancellations, and full creative control over what they say and how they show up. For brands, that kind of predictability is appealing, but it does raise the question: can an AI influencer ever truly replace the trust and relatability that comes from a real human connection?

In the end, AI tools will help the industry be more data-driven, fluid and transparent. But, the future of influencer marketing is in the hands of those who know how to blend AI’s precision and the human side of influencing– relatability, trust and storytelling. The real stories and experiences, the trust and connection is irreplaceable.

--

Written by: Gabrielle Telemaque