Are AI-Generated Influencers A Trend Or Trash?

Social media marketing faces a growing disconnect between brands and consumers. Scott Morris, CMO at Sprout Social, shares research on how consumer relationships are evolving differently than what platforms intend. He explores the controversial rise of AI-generated influencers, revealing split consumer sentiment while highlighting how younger generations show greater openness to artificial brand ambassadors. Morris also discusses how brands can effectively navigate these changing dynamics to break through increasing social media noise. Show Notes Connect With:Scott Morris: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical lifespan of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's a host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro, and joining me to discuss the difference between what marketers think and what consumers actually want from social media is Scott Morris. Scott is the Chief Marketing Officer at Sprouts Social, which is a social media management and analytics platform. And his team recently surveyed a group of customers, social practitioners, and marketing leaders to uncover how consumer relationships are changing and how that's different than what social media platforms want. And today, we're going to discuss those findings and how marketers can break through the noise. All right, next one. Trend or trash? Is the concept of AI-generated influencers trend or trash?

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  We talked about that a little bit earlier and it feels like a loaded question, but I'm going to give you my perspective on it. I think from a consumer perspective, I think it's a little bit too early to tell. Consumer sentiment specifically towards AI influencers is really equally split right now. About two out of five would actually be more interested in a brand that is using an AI influencer, but that same number would be more distrustful of a brand that does that. So you really walk in a fine line here when it comes to something like that.

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  I do think, however, as I mentioned earlier, it's likely to be more trend than trash in the coming years. As I also mentioned earlier, younger generations, they're more interested, they're more open to AI influencers, they're less resistant to the idea. I also think brands are increasingly partnering with influencers across the board, and that does include some AI influencers. But in general, the influencer trend is just so massive. Two thirds of brands in 2025 plan to partner with more influencers this year than they did last year. So influencers are huge, AI influencers are on the rise. We will see how that evolves over time.

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  I personally can see that as being where maybe human influencers are the ones who maybe have that broadest reach. But there is definitely a niche for micro-influencers where AI influencers can play a big role there.

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  Great answer. And let me pound the table on trash, trash, trash, trash, trash.

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  That's fair.

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  We don't need fake people trying to influence real people by pretending to be real people. They're fake.

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  Influencing or de-influencing, you know, who knows?

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  I know. It defeats the purpose of influence. I am hard on the trash.

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  You're also showing your generation.

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  I don't want fake people pretending to be real people in my Instagram feed. Let's move on.

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  But are you okay about it in customer service if you're dealing with a bot and you maybe don't know that it's a bot?

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  The experience is right now. Now are terrible. I always know it's a bot because I ask a question and the answers don't seem like people. No, give me a real person.

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  It's getting better and better though.

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  I know, but the argument is that, hey, real people aren't perfect either. Sometimes you get somebody that doesn't speak the language and that's not great either. No, do a good job with a real person and give me a real answer. God, I'm fired up on this one. Trash. All right. And that wraps up this episode of the Martech Podcast. Thanks to Scott Morris from Sprout Social for joining us. If you'd like to get in touch with Scott, you could find a link to his LinkedIn profile in our show notes, or you could read Sprout Social's research on consumer and marketing behavior by visiting their website, sproutsocial.com. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or follow us on YouTube.

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  All right, that's it for today. But until next time, my advice is to just focus on keeping your customers happy.

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