"Over the past year, it's become difficult to open Instagram or TikTok without scrolling by a virtual influencer. These are different from the faceless creators who use generative AI tools to mass-produce content; instead, they are fully AI-generated avatars whose appearance, voice and actions are fine-tuned by an individual or team of individuals behind the scenes. Virtual creators have been around for years, but have received a new wave of attention this year as generative AI and avatar technology entered the mainstream."
"Yet in spite of the increased prominence of top virtual influencers, brands' demand for this type of creator has declined in 2025. This is part of the natural boom-and-bust cycle that occurs around disruptive cultural or technological forces, according to Kyle Dulay, the co-founder of the influencer marketing platform Collabstr. Currently, younger consumers appearto trust virtual influencers more than brands do,"
Virtual influencers are fully AI-generated avatars whose appearance, voice, and actions are fine-tuned by individuals or teams behind the scenes. These creators have become ubiquitous on Instagram and TikTok as generative AI and avatar technology entered the mainstream. Several virtual creators achieved high visibility, including a Wimbledon-inspired post by Mia Zelu and mainstream media profiles of Zelu and Miquela. Younger consumers appear to trust virtual influencers more than brands do according to survey comparisons. Brand demand for virtual creators declined in 2025, falling nearly 30 percent year-over-year. Industry observers describe the shift as part of a natural boom-and-bust cycle, though long-term growth is expected.
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