logo
Do AI influencers resonate?

Do AI influencers resonate?

Campaign ME03-07-2025
Forget everything you thought you knew about influencers. Turns out, brands are leaning into ones that don't drink matcha, go on sponsored retreats, and don't even exist – at least not in the traditional sense.
In today's digital-first landscape, some of the most compelling brand voices aren't human at all. They're virtual, coded brand ambassadors.
Welcome to the age of the AI influencer – where storytelling is more nuanced and a glitch might just be what it takes for humans to find the 'humanity' in AI.
After Campaign Middle East's On the Record video podcast welcomed AI influencers to its studio, one thing became clear: these digital darlings aren't just passing fads or virtual novelties.
To better understand how AI influencers are rewriting the rules of engagement, storytelling and brand loyalty, we asked regional marketers and agency leaders: What makes an AI personality resonate with audiences in an authentic way? Do they serve a purpose beyond mere short-term campaign tools?
The authenticity dilemma
Over the past year, one of the many buzzwords that has echoed across the industry is authenticity. To achieve authenticity, brands have attempted to push past polished perfection and build meaningful connections with communities. But the authenticity dilemma arises when a solution that's intrinsically 'inauthentic' resonates authentically with audiences.
Tony Kayouka, Head of Social and Content, TBWA\RAAD, explains, 'Let's get this out of the way: AI influencers aren't authentic, and they don't need to be. The best ones don't pretend to be real. They're believable because they're designed with intent. That's what today's audiences respond to; not another
hyper-polished avatar, but a personality that's flawed, specific and sometimes even contradictory.'
Building on the 'imperfect by design' narrative, Nizar Malaeb, Marketing Director, Arabian Automobiles Company (AAC), says, 'With AI influencers becoming a fixture across social platforms, audiences, especially Gen Z or younger millennials, expect more than polished avatars and curated feeds. They want honesty and a sense of connection from any online voice, whether human or not.'
What then does it mean to be 'authentic'?
Mousa Nimer, Account Director at Cicero & Bernay, says, 'Authenticity isn't about being human as
much as it is about being believable.'
Kayouka adds, 'It's not about tricking people into thinking it's human. It's about making the character compelling enough that they care anyway.'
As a result, several brands have embraced imperfection in the pursuit of what is relatable to their hyper-local audiences in the region.
Explaining how this imperfection is achieved, Malaeb says, 'Human writers and community managers must shape each AI persona to sound natural, adding pauses, slang and even small mistakes that echo real speech.'
Nimer adds, 'A little quirk here, an intentional flaw there … it's like digital botox with just the right amount of asymmetry. Consumers don't want avatars that look like they live in an airbrushed alternate reality. They want voice, nuance and, yes, maybe even a glitch or two. That's where marketing meets meaning.'
Kayouka says, 'Great AI personas lean into bias, hesitation, irony: all the things that give them texture. Authenticity doesn't come from looking real. It comes from being written well. In this space, taste matters more than tech. And story beats symmetry every time.'
However, for brands to build true credibility, they also need to be transparent about the artificial nature of AI influencers – and own that narrative.
Hussein M. Dajani, Group Chief Marketing and Customer Centricity Officer, Petromin Corporation, says, 'Brands are implementing radical transparency by clearly disclosing AI origins while developing virtual personalities that engage meaningfully with local communities around social causes and cultural interests.'
Malaeb adds, 'Instagram and TikTok now offer 'AI-generated' labels. Followers know exactly what they're seeing. Brands that are straightforward, tend to earn more trust and engagement. Companies can answer the authenticity challenge by being upfront about what's real and what's not.'
The critical piece here is that although the AI influencers are artificial, the values they communicate and the way they are curated are so human driven that they come across as authentic 'avatars' of brands.
Akanksha Goel, Founder and CEO – Middle East, Socialize /We Are Social adds, 'It's never just AI – it's always AI and human. The best outputs don't come from tools; they come from teams with taste. As creative leaders, our job is to shape, not just scale. AI lets us build faster, but it's human insight, intuition and cultural intelligence that make it believable, even memorable.'
Malaeb explains, 'Virtual ambassadors work as part of a larger brand story, shaped by ethical guidelines and managed by real people. This mix of transparency and genuine human input makes AI influencers credible, even when everyone knows they're artificial.'
Do AI influencer have a beating heart?
Apart from authenticity and transparency, leaders also say that to truly connect with core audiences, brand ambassadors such as AI influencers need to be culturally relevant.
As Kayouka puts it, 'What matters isn't realism; it's resonance. Audiences can spot hollow content in seconds, and in that landscape AI influencers have more to offer than synthetic faces. Ultimately, it's not just about realism; it's about cultural relevance and storytelling that resonates.'
In a world where real-life influencers and content creators still strive for perfection in the framing of their photographs, in the aesthetics of the setting, in the lighting and the 'vibe' of their social feeds, AI influencers have a harsh reality to share.
Dajani says, 'Rather than pursuing flawless digital personas, brands are investing in AI influencers that demonstrate genuine understanding of regional lifestyle preferences, using local dialects and showcasing authentic cultural experiences. This approach addresses consumer demand for relatable brand ambassadors while maintaining the innovative appeal of AI technology.'
However, this requires an understanding of culture, habits and local routines. When brands use this approach, they're helping people see their own lives reflected at them. That's how lasting connections form,'
says Malaeb.
If done right, AI influencers have the power to transcend traditional marketing approaches by evoking emotions and creating connections, thus transforming data-led insights into compelling human narratives.
Humanising data-driven insights
AI influencers are also bridging the gap between data and creativity. Cultural intelligence derived by analysing first-party data is translated into empathetic narratives … and that's where AI influencers come in.
Nimer says, 'AI can crunch numbers, but it can also tell stories if we let it. The magic isn't in mimicking humans; it's in giving data a heartbeat, digitally speaking. AI influencers can translate raw insights into narratives that can make us feel something.'
Dajani adds, 'By starting with decision-focused narratives rather than data points and building structured stories that connect numbers to human experiences, AI influencers can humanise complex information while fostering community engagement around authentically resonant messaging that avoids superficial trend-chasing.'
'Data is a starting point, not the story itself,' Malaeb says. 'For example, if research shows parents care about car safety, the message shouldn't stop at listing features. Instead, content should show real-life moments – like the rush of a school drop-off or the quiet of a late-night drive home. When these details feel true to life, audiences pay attention.'
This is where human intelligence in the driving seat with AI influencers riding shotgun really matters.
Nimer says, 'My take is: We should use AI not to replace the human voice, but to amplify it strategically, empathetically and creatively. The humanising aspect isn't necessarily about whether it sounds real; it's about saying the right things.'
He adds, 'When crafted with purpose, AI influencers deliver that 'wait, did an AI just say that?' charm. But here's the kicker: they still need us. Marketers are the ones feeding the AI with the right context, strategy and storytelling DNA. We're not stepping aside for machines; we're teaching them how to speak brand fluently.'
Goel agrees saying, 'AI can create more space for human creativity – if we let it. The opportunity isn't to replace the human touch, but to reimagine how we express it at scale. Culture now moves at the speed of social, and for brands that want to shape it, AI is the hack: a way to translate data into creative expression that travels – across markets, time zones and cultural lines.'
From a campaign tool to a differentiated brand assets
To date, AI influencers have been viewed as effective campaign tools, but leaders say that it's time to view them as more than just 'disposable characters'.
Kayouka comments, 'Most brands still treat AI influencers like novelty acts built for headlines, not memory. But the smart ones treat them like intellectual property (IP): distinct voice, narrative stretch and a role within the brand's cultural system. That kind of presence doesn't run on autopilot. It takes upkeep: scripting, styling, evolving tone and responding to context.'
Leaders agree that the 'smarter' companies are using AI influencers as flexible voices that evolve alongside their agile businesses.
Malaeb says, 'Instead of fading them out after a single launch, they become part of everyday communication – adjusting content and tone as needed and always staying true to the brand's core identity.'
This approach, leaders agree, is especially valuable in sectors such as automotive or technology where education and ongoing conversation matter.
Dajani adds, 'Forward-thinking brands are repositioning AI influencers from tactical campaign tools to strategic brand assets that deliver sustained competitive advantage. Unlike human influencers,
AI brand ambassadors maintain consistent messaging, never experience scandals, and can operate across multiple markets simultaneously.'
Malaeb adds, 'With a long-term role, AI influencers help keep messaging clear and consistent, even as products or markets evolve. When brands invest in this way, the AI persona becomes part of their foundation, helping them stand out and stay relevant in crowded digital spaces.'
The bottom line?
In the hands of skilled marketers, AI influencers are becoming more than tools. They're turning into long-term brand ambassadors with cultural fluency, emotional intelligence and brand-building power.
'The win? A character that doesn't age, burn out or go off-script. It's one that adapts to platform shifts, speaks with consistency and carries meaning across time. In a feed full of forgettable faces, an AI persona with point of view isn't just efficient, it's unmistakable,' says Kayouka.
Leaders reach a consensus that success lies not in the realism or the perfection of AI, but in transparency, resonance, the cultural sharpness of its expression and how the humanity of creatives shines through the AI influencers that they are bringing to life.
Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

Royex Technologies: AI spiraling business growth
Royex Technologies: AI spiraling business growth

Gulf Today

time2 hours ago

  • Gulf Today

Royex Technologies: AI spiraling business growth

Artificial Intelligence (AI) is reshaping how businesses operate today, according to Rajib Roy, Founder and CEO of Royex Technologies, a leading AI and digital transformation company headquartered in Dubai. 'From real-time decision-making to predictive analytics, AI empowers companies to move faster, operate smarter, and serve customers more efficiently,' said Roy, author of four AI and technology focused books. Reactive management to proactive strategy 'It's transforming manual tasks into intelligent workflows, enabling businesses to scale without proportional increases in cost or workforce. More importantly, it's helping leaders shift from reactive management to proactive strategy, based on data-driven insights. The real transformation lies in how AI allows companies to focus more on innovation and customer experience—two key drivers of long-term success,' explained Roy. Significant drop in operational cost of business Sharing an example of how AI transformation is scaling business operations, Roy said one of Royex Technologies' product EYAANA – an AI-first communication platform has made a positive impact on multiple industries. In particular, it has made massive strides with a real estate company where EYAANA has automated over 80% of lead interactions for the business across phone, WhatsApp, and web chat. 'This has resulted in a massive response time drop from hours to seconds. Beside, conversion rates improved by 27%, and the sales team could focus on closing deals rather than chasing leads. All this has led to a significant reduction in operational costs, for the real estate company as AI has replaced two full-time resources.' Maximising human resources In the hospitality sector, Royex Technologies partnered with a hotel group that previously had a team of 16 people managing customer support across WhatsApp, web chat, and social media. After integrating EYAANA's AI agents across all platforms, they were able to reallocate 12 staff members to other departments, retaining just two people for overseeing customer service operations. What previously required 16 human agents is now managed with an AI-augmented team of two people resulting in a cost saving of nearly 75% in that department, while maintaining 24/7 responsiveness and improved customer satisfaction. Beside the reallocation of the staff to other departments also meant their productivity was put to full use elsewhere. Giving clarity to businesses to move faster Strategically, AI creates value in multiple areas. It helps businesses better understand customer behavior and forecast future trends, enabling more personalized and targeted offerings. Roy said: 'Pricing and marketing strategies can be optimized using real-time data, while AI-powered tools support improved risk management and fraud detection. In supply chain operations, AI enhances planning, demand forecasting, and logistics efficiency. Additionally, by automating repetitive tasks and augmenting human capabilities, AI significantly improves employee productivity. In essence, AI acts as a decision-making accelerator, giving businesses the clarity and confidence to move faster and adapt smarter in a competitive environment.'

South Africans embrace tech with optimism and purpose
South Africans embrace tech with optimism and purpose

Zawya

time2 hours ago

  • Zawya

South Africans embrace tech with optimism and purpose

South Africans are not just keeping pace with global tech trends, they're embracing them with confidence. According to the latest YouGov Profiles data, analysed by consumer insights agency KLA, South Africans have shown consistently positive attitudes toward emerging technology between 2021 and 2025. The findings reveal a nation that sees technology not as a threat, but as a tool for progress. The survey explored shifts in sentiment over a four-year period and compared local attitudes to those in other developed and developing countries. From 5G to AI and immersive technologies like Augmented and Virtual Reality (AR/VR), South Africans are showing high levels of optimism, utility, and curiosity, offering a unique opportunity for tech brands and service providers. The data shows that 86% of South Africans in 2025 agree that 5G improves their digital experience, and 78% believe that having 5G benefits their life in many ways. Rather than being seen as just a faster network, 5G is now viewed as an enabler of better digital experiences. AI is also gaining traction, with 68% of respondents stating they think AI is just the next step in evolution, up from 62% in 2021. Similarly, 64% of people agree that AR/VR helps users experience new things, compared to 59% in 2021. The message is clear, South Africans are open to innovation, particularly when it's designed to enhance everyday life. What's interesting to note, is the consistency of these insights. While global narratives around AI and privacy have shifted, South African sentiment has remained relatively steady, or improved, across all key metrics. The trust is not just intact, it's growing. According to KLA, this steady progression suggests that South Africans' trust in technology hasn't just endured, it's deepened. This provides a strong foundation for innovation that's practical, inclusive, and locally relevant. When compared to global counterparts, South Africa's tech optimism stands out in several ways. The country's mobile-first mindset remains strong, especially when contrasted with more diversified usage patterns in developed markets. There's also a notable level of trust in AI, particularly compared to more sceptical attitudes seen in countries like Germany, France, and the UK. Meanwhile, South African consumers show strong enthusiasm for AR/VR technologies, despite lower device ownership than in Western markets. It's a sign of interest that outpaces infrastructure, a signal for brands to move fast but meaningfully. For fintech startups, telco providers, app developers, and smart device manufacturers, the South African market is primed and ready, but it demands more than just flashy innovation. South African consumers want tech that works, simplifies life, and is easy to use. Every product should be optimised for mobile connectivity and designed with usability in mind. Communication also matters - people want to understand how these technologies work and why they matter. And above all, consumers are looking for real impact: they want tech that improves education, creates access, and reduces inequality. Between 2021 and 2025, South Africa has moved from early adoption to full integration when it comes to digital tools. We are a country that not only uses technology, but believe in its potential to create a better future. For brands, the opportunity lies in delivering solutions that are smart, transparent, and people-first. Data is sourced from YouGov Profiles, a segmentation and media planning tool. South African data was collected from nationally representative samples of South African adults aged 18+ with internet access. Sample sizes: 2025 n=1,936; 2021 n=6,039.

Parsons' digital-first strategy shapes future of sustainable, resilient infrastructure
Parsons' digital-first strategy shapes future of sustainable, resilient infrastructure

Tahawul Tech

time4 hours ago

  • Tahawul Tech

Parsons' digital-first strategy shapes future of sustainable, resilient infrastructure

From data centers to giga projects, Parsons leverages AI and digital ecosystems to deliver intelligent, future-ready infrastructure. Parsons, a leading provider of technology-driven solutions focused on the defence, intelligence, and critical infrastructure markets, offers technical design, engineering services, and software products that address complex global challenges. With a legacy spanning over 75 years, Parsons is embedding digital intelligence across every phase of project delivery. Dr. Max Clark, SVP – EMEA CTO & Sector Manager at Parsons, discusses how the company accelerates deployment without compromising long-term value, integrates AI for predictive management, and builds strategic ecosystems to future-proof giga projects and connected communities. Interview Excerpts: How is Parsons approaching the rapid expansion of data centers, particularly in balancing deployment speed with long-term sustainability and resilience goals? Parsons leverages its master planning and project management expertise to strategically align data center placement, infrastructure, sustainability, and resilience. To meet client timelines, we prioritise speed-to-market through fast-track delivery methods, including modular construction, modern construction techniques and early contractor engagement. Real-time coordination monitoring using AI and PMIS across design, procurement and construction minimises schedule risks, while front-loading decision-making and managing critical activities proactively prevents delays. This approach ensures rapid deployment without compromising long-term asset reliability, regulatory compliance, or operational flexibility, enabling us to deliver efficient data centers that meet both immediate and future client needs. With digital transformation accelerating across infrastructure projects, how do you see emerging technologies redefining traditional workflows—from planning and design to long-term operations and maintenance? Through Parsons focus on innovation, we've dedicated ourselves to creating a digital ecosystem that encompasses every aspect of our work by ensuring the latest technology, tools, and solutions are seamlessly integrated throughout our operations. These innovations deliver comprehensive digital services throughout the entire lifecycle which includes:​ Using parametric tools to help master planners optioneer solutions for clients. Leveraging Digital Twins and 4D-6D BIM to support design and construction decision-making. Utilising RIMMS (Parsons' Asset Management tool) and Digital Twins to drive operations and maintenance decisions. Embedding secure AI solutions to streamline processes, freeing teams to focus on higher-value tasks. AI is often discussed in theory, but what are some real-world examples where Parsons has implemented AI to drive operational efficiency, resilience, or predictive infrastructure management? AI is inherent in every part of Parsons' portfolio. Our advancements garnered through AI improve efficiency, safety, and quality, and streamline operations to achieve exceptional results for our clients. Examples include: Transportation Asset Management System (TAMS), was used to help clients efficiently inventory, manage, and maintain assets by integrating Inventory Management, GIS Management, and Work Management into a single interface. Advanced Construction Supervision system (utilising OpenSpace) that integrates technologies to automate progress tracking, remote supervision, report generation, and BIM comparison, reducing rework, improving quality assurance and control, all while enhancing safety. Given the scale and complexity of Giga Projects in the Middle East and beyond, what strategies is Parsons adopting to ensure infrastructure is future-proofed against evolving risks like climate change, cybersecurity threats, and shifting ESG regulations? Parsons delivers giga projects that are future-proofed against evolving risks by embedding sustainability, resilience, and ESG compliance into every phase of delivery. Central to that success is robust information management to ensure visibility, centralised data, and proactive monitoring and management of evolving risks and regulatory requirements. Leveraging our experience, expertise, and advanced technology, we've adopted a comprehensive approach to sustainability and resilience by designing infrastructure to withstand extreme weather conditions. This approach integrates advanced materials, aims for international certifications, partners with clients to support ESG reporting, carbon credit registration, and biodiversity restoration, and aims to optimise performance across lifecycle. How should companies reframe their operations and partnerships to thrive in this next generation of intelligent, adaptive infrastructure? A robust digital foundation is essential for enabling more efficient, adaptive, and proactive business operations. By integrating technologies into everyday processes, businesses can enhance their capabilities and drive innovation. Collaboration is critical; fostering partnerships with technology providers, other industries and government entities to establish ecosystems will enable shared expertise, encourage open communication and promote the sharing and integration of data. We're doing exactly that in developing robust digital foundations for the technology-enabled giga-projects in Saudi Arabia designed to manage the entire asset base of the city and leveraging Digital Twins to integrate diverse data sources to provide actionable insights into assets, businesses, or processes.

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into a world of global content with local flavor? Download Daily8 app today from your preferred app store and start exploring.
app-storeplay-store