The Rise of AI Influencers: Are Humans Losing the Spotlight?

By Dr. Anindita Dey

The Rise of AI Influencers: Are Humans Losing the Spotlight?

In the ever-evolving landscape of new media, one of the most fascinating—and slightly unsettling—trends is the rise of AI influencers. From Lil Miquela, a virtual Instagram star with millions of followers, to India’s very own Kyra, these computer-generated personalities are no longer science fiction. They collaborate with global brands, “pose” for photoshoots, and even engage with followers as if they were real people.

But what does this mean for the future of human-driven social media?

AI influencers offer brands something humans can’t—complete control. No scheduling conflicts, no scandals, no human errors. Their personalities, looks, and lifestyles can be designed to perfection, tailored to fit marketing goals. For brands, this is a dream come true. For human creators, however, it feels like a new wave of competition.

At the same time, audiences are divided. Many followers know these influencers aren’t “real,” yet they still like, comment, and engage. This raises deeper questions: do we crave authenticity, or are we simply drawn to engaging stories—whether human or not?

The rise of AI influencers also forces us to think about identity, labor, and creativity in the digital age. If algorithms can generate content, what happens to the value of human expression?

Ultimately, AI influencers aren’t replacing humans just yet. Instead, they’re reshaping the way we think about influence, storytelling, and connection. The challenge for us—both audiences and creators—is to find balance: appreciating innovation while still valuing the messy, flawed, and beautiful reality of human life that no algorithm can fully replicate.

Anindita Dey

Dr. Anindita Dey is a researcher, writer, and media scholar from Shillong, Meghalaya, with a keen interest in film studies, new media, print and television journalism, and cultural studies. She recently completed her Ph.D. in Journalism and Mass Communication from Assam Royal Global University, where her research explored the intersections of media, relationships, and cultural narratives. Her academic journey has been marked by excellence, including a Master’s degree in Journalism and Mass Communication with 92.3% and the Dean’s Lister Award (2019) for academic achievement. Dr. Dey’s published works span diverse areas—from queer narratives in Indian cinema and digital misinformation to influencer marketing, Facebook’s impact on marital bonds, and cinema consumption patterns in urban India. She has also contributed a book chapter on new media and Assamese wedding rituals, and has presented papers at international conferences, including MAHE Dubai and Mizoram University. Beyond academics, she has professional experience with East Mojo and internships with Doordarshan Shillong and the Muskurahat Foundation, where she honed her skills in production, post-production, and social outreach. Her interests extend into the arts as well—having trained in Rabindra Nritya, Rabindra Sangeet, and Kathak dance—which reflect her deep-rooted love for culture and performance. Dr. Dey continues to explore how media, culture, and technology shape human experiences, while also contributing actively to academic, social, and cultural discourses.