Major brands wary of using AI influencers

Please note that this survey is accessible to WFA members only. Interested in WFA membership? Get in touch with our team at membership@wfanet.org.

The study found that just 15% of WFA members have tested AI influencers and 60% have no plans to.

While there is a strong appeal in terms of cost efficiencies (77%), reduced risk of influencer scandals (58%) and scalability (58%), 96% also cite concerns around consumer trust and acceptance, with issues around authenticity (73%) and potential brand reputation risks (58%) also weighing heavily on marketers’ minds.

The results are based on 33 respondents from 27 multinational brands, with an estimate global ad spend of 65 billion USD.

Just 22% of respondents say they have internal guidelines on the use of AI influencers. Almost eight in 10 brands (78%) say they will disclose where influencers are AI-generated, while the rest have yet to decide what their policy will be.

Where companies do decide to take the plunge, AI influencers are most likely to be launched in APAC. The region (excluding China) is expected to be the testing ground for 67% while China gets the vote from 56%. This compares with 44% for North America and 33% for both Europe and Latin America.

The research follows the publication of WFA’s Global Guidance on Influencer Marketing to provide brands with practical guidance on how to ensure their influencer marketing campaigns are responsible, ethical and compliant with global advertising standards.

“Technology is asking marketers lots of challenging questions and while the use of AI influencers might seem appealing, as with so much of the AI opportunity there are a series of risks and rewards to be balanced out by brands to ensure they don’t breach consumer trust as well as regulations around the world,” said Gabrielle Robitaille, Director of Policy.

WFA members can download the survey here.