From Gandhi going viral to Cleopatra selling shampoo: Rise of AI influencers and what it means for brands

04-07-2025

Mahatma Gandhi holding a salt pack and saying, 'why march?' or an ancient Chola king reacting to modern breakfast to Gen Z slang. Artificial intelligence (AI)-generated historical figures are going viral across social media platforms like Instagram and TikTok . While brands are watching closely, few are ready to jump in, while others dismiss ' deadfluencers ' as nothing more than a viral gimmick.According to Zebracat AI, AI-generated videos are expanding at an annual rate of about 35%, with forecasts suggesting the market could approach $15 billion by 2030.Data from business intelligence platform Statista indicates that companies are allocating roughly 10-15% of marketing budgets to influencer marketing , with a growing share directed toward AI-driven campaigns.However, influencer marketing agencies and experts believe that the AI-powered marketing strategy is still in its nascent stages and not yet mature enough to drive substantial returns.Aditya Gurwara, cofounder and head of brand alliances at AI-powered influencer marketing platform Qoruz, said, 'As of now, we haven't seen brands actively collaborating with AI-generated pages that use historical figures, at least not in any significant or structured way. The interest is more observational. Everyone's watching the trend, but not many are willing to bet on it yet.'The Bengaluru-based startup Quroz has offered AI-powered recommendations for major brands like Amazon, L'Oréal, Flipkart, Titan, Dabur, Domino's, and Kotak Mahindra Bank, among others.'I think it is still experimental, but as AI is progressing, people will start using it to make good AI-based creators and concepts, and then things might change,' added Piyush Agrawal, cofounder, CREATE, an influencer marketing and talent management agency.As AI storytelling explodes in reach and realism, a new frontier is emerging—one where the past is remixed for the algorithm, and influence doesn't end with death.On Instagram, the AI-generated videos on historical events and personalities have reached millions of views within a few days, with an average engagement rate of 3.5%, and the dominant GenZ demography is the trendsetters, Quroz's Gurwara told ET, adding that Gen Z enjoys the playful remix of history and pop culture.Data from InBeat, a data-driven influencer marketing platform that connects brands with targeted micro- and nano-influencers on TikTok and Instagram, sourced from Umer Madhiya, senior account manager at White Rivers Media shows that around 80% of this demographic follow influencers on social media, with a significant majority comfortable with AI-driven personalities.Thus, analysts believe such brand storytelling can unlock opportunities that weren't possible before.'AI-powered storytelling can potentially bring the cost down if this starts happening. Brands will also be able to execute on faster turnaround times. But I am not sure how long it will take for AI creators to become mainstream,' CREATE's Agarwal told ET.But sustainability remains a concern, as pointed out by Gurwara: 'Right now, anyone with access to the right tools can create a viral AI clip featuring a historical figure. But building and sustaining influence (like a human influencer), a loyal audience that engages consistently...requires much more than novelty.'Furthermore, analysts said 'deadfluencers,' or creators, tend to see a spike during a viral moment, but keeping that momentum is challenging.While AI-generated trends surge on social media, grabbing engagement, experts highlight the possible consequences for the audience.Karthik Srinivasan, a communications strategy consultant who was part of companies like Flipkart, Ogilvy, and Edelman, said that while the trend to recreate well-known historical figures has improved storytelling, it can be misused to spread lies.'AI videos can be used to retell actual historical stories in interesting ways (what was being done by comic books, like Amar Chitra Katha in India). But this idea can also be used destructively by making historical figures say things that are not true,' he said.He also mentioned the need to specify a genre for such videos to avoid factual errors and misrepresentation.'In literary fiction, this is a legitimate genre called 'alternate history' or 'historical fiction,' but they are strictly placed under such genres, and people buying such titles clearly know what they are reading. But online, via short Instagram reels or TikTok videos with no disclaimer whatsoever, they could cause a whole lot of damage,' he added.Responsible AI has long been talked about in discussions. ET reported that there has been a 10-fold increase in complaints related to morphed images or deep nudes created through advanced tools.In this case, too, experts highlight key ethical concerns.'We still don't have a regulatory framework around the use of historical public figures in AI content. What feels like a harmless joke to some people could be deeply hurtful to others. So, while AI can put your brand on a FIFA World Cup main stage or into a freedom movement scene, it's still unclear whether it should,' Gurwara said.On the legal side, Pratishtha Arora, chief executive at Social & Media Matters, a non-profit under the VAAP Cyber Suraksha Foundation, said, 'We need robust AI laws to address the risks and changing behavioural patterns that come with AI-driven content, but regulation cannot be superficial or limited.''As AI use explodes in popularity, we must take its potential harms seriously, with meaningful consequences for unethical or misleading applications,' she added.

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Matcha in Demand: How South India is Embracing the Trend

Time of India

an hour ago

Time of India

Matcha in Demand: How South India is Embracing the Trend

Strawberry Matcha at Dou, Nungambakkam Nirmal Raj, founder of Buddies Café and Dandjo Teas in Ooty, has been selling matcha since 2015. But of late, says the tea merchant, the quantities he has had to procure have more than quadrupled. 'Till a couple of years ago, I used to buy only 500g a month. It's now 8kg a month and rising,' says Nirmal. He's not sure what's driving the surge, but he's planning to ride the wave with a matcha dessert menu soon. It's game, set, matcha everywhere. Namratha Marlecha, founder of Sante Spa Cuisine in Chennai, is also seeing an increase in demand for their matcha dishes. 'We've been around for more than seven years now, and hardly a handful of people used to try our smoothie matcha bowl or matcha pina colada, for the health benefits. Today, almost every table has someone ordering matcha dishes. The demand has pushed us to rework our menu and add more matcha drinks,' says Namratha. A finely ground powder made from specially grown and processed green tea leaves, matcha involves consuming the entire powdered young leaf, offering a more concentrated dose of nutrients and antioxidants, unlike regular green tea, where you steep the leaves. Once a niche Japanese import, matcha is now riding the social media wave into cafés, kitchens, and even personal tea collections across Chennai. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like American Investor Warren Buffett Recommends: 5 Books For Turning Your Life Around Blinkist: Warren Buffett's Reading List Undo You Can Also Check: Chennai AQI | Weather in Chennai | Bank Holidays in Chennai | Public Holidays in Chennai | Gold Rates Today in Chennai | Silver Rates Today in Chennai Latshyamitra R says every time she opens her Instagram account, her feed is filled with matcha tea recipes. So much so that the UX designer got curious, bought 30g of ceremonial-grade matcha online, a premium quality powder traditionally used in the Japanese tea ceremony, for Rs 800. 'I made matcha drinks with caramel, strawberry and vanilla,' says Latsyamitra. 'I'm planning to bake next,' she says. Saravanan B V, a brand designer from Ooty, initially tried it for its high antioxidant properties and health benefits. But soon he fell in love with the taste and now collects matcha varieties. Not all matcha tastes the same, says Saravanan. Indian matcha has an astringent taste (a dry, puckering sensation in the mouth) that comes from the altitude difference and the way it is ground, compared to Japanese matcha. The Japanese matcha, says Alexander R K, chef at Dou, Nungambakkam, has a unique flavour profile; a delicate balance of earthiness, umami and subtle bitterness making it a versatile ingredient that blends well with sweet and savoury dishes. 'We are trying to use matcha as salt in barbecue meats and tempura,' says Alexander. 'They are still in a trial phase, but show promise among adventurous diners. We're also exploring matcha-infused sauces and glazes that can complement Asian-inspired small plates and grills,' he adds. Matcha Brownie Café owners and tea merchants say they procure their matcha from Japan or Assam (the only place in India where it is grown). Chota Tingrai in Assam's Tinsukia district is the only tea estate in the country that produces it. 'We've been making green tea at Chota Tingrai using Japanese technology since the 1980s, but matcha requires far greater precision and investment,' says tea manufacturer Mrigendra Jalan of Jalan Industries. The estate is experimenting with the Yabukita cultivar and its Assam equivalent, slowly moving toward Japanese standards with both ceremonial and culinary grades. 'The process is slow and costly, as one Japanese grinding machine costs Rs 40 lakh and produces just 10kg a day,' he says. South India has the potential to grow matcha, says Jalan, but the climate and altitude will influence its flavour profile. 'South Indian tea is not as strong as Assam tea, and less bitter. While Assam works on refining production, demand from Chennai, Bengaluru, and Ooty is already surging, pointing to a future where locally grown matcha could complement imports from Japan.' Stay updated with the latest local news from your city on Times of India (TOI). Check upcoming bank holidays , public holidays , and current gold rates and silver prices in your area.

India-US trade deal: US team may cancel August visit, says report; 50% Trump tariffs to take effect from August 27

Time of India

2 hours ago

Time of India

India-US trade deal: US team may cancel August visit, says report; 50% Trump tariffs to take effect from August 27

Postponing or rescheduling the meeting is important because the US has imposed a significant 50% on Indian products. (AI image) India-US trade deal: As India looks at the possibility of a 50% tariff on its exports to the US effective August 27, the sixth round of trade deal talks between the two countries may be postponed. An official told PTI that a US team, initially set to visit India from August 25 for the next round of negotiations on the proposed bilateral trade agreement, is expected to postpone the meeting. Up to now, five rounds of discussions have been completed for the proposed bilateral trade agreement (BTA), and the US team was supposed to come to India for the sixth round. The negotiations were planned for August 25-29. "This visit is likely to be rescheduled," the official said. Also Read | 'Russia lost an oil client, which is India': What Donald Trump said before meet with Putin; 'secondary sanctions would be devastating…' India talks tough on important sectors Postponing or rescheduling the meeting is important because the US has imposed a significant 50% on Indian products. The US is seeking increased market access in sensitive sectors like agriculture and dairy, which India cannot agree to as it would impact the livelihoods of small and marginal farmers. India has made it clear that it will not compromise the interests of its farmers and cattle rearers. The US and India have announced their intention to finalize the first phase of the Bilateral Trade Agreement (BTA) by the fall of 2025. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Dementia Has Been Linked To a Common Habit. Do You Do It? Memory Health Click Here Undo Both countries aim to more than double their bilateral trade to $500 billion by 2030, up from the current $191 billion. Also Read | Trump sees a 'dead economy' - but US-based S&P Global upgrades India's credit rating - here's why A 25% tariff on Indian goods entering the US has been in place since August 7. An additional 25% tariff, imposed as a penalty for India's purchase of crude oil and military equipment from Russia, will take effect on August 27. Between April and July, India's exports to the US grew by 21.64 percent, reaching $33.53 billion, while imports increased by 12.33 percent to $17.41 billion, as reported by the commerce ministry. The US was India's largest trading partner during the April-July period of 2025-26, with bilateral trade amounting to $12.56 billion. Since April this year, India's exports to the US have been showing positive growth. Stay informed with the latest business news, updates on bank holidays , public holidays , current gold rate and silver price .

77% Of Gen Z Bring Parents To Job Interviews, Even For Salary Talks And Hiring Tests

NDTV

3 hours ago

NDTV

77% Of Gen Z Bring Parents To Job Interviews, Even For Salary Talks And Hiring Tests

A recent survey by Resume Templates reveals that 77% of Gen Z job seekers have involved their parents in the hiring process, with many bringing them along to interviews, salary negotiations, and even test assessments, reported the Fortune Magazine. Among those whose parents attended interviews, 40% reported they sat in during the discussion, while one-third said their parents asked or answered questions. Around 27% noted that parents negotiated compensation or benefits, and some even introduced themselves directly to hiring managers, according to the study by Resume Templates. Beyond interviews, parental involvement extends to nearly all stages of the job search. Over 75% of Gen Z candidates used a parent as a reference, 63% had them apply for jobs on their behalf, and more than half allowed their parents to email or call hiring managers. Notably, 48% had parents complete test assignments, and 41% let them handle initial HR interactions, according to Fortune. Experts attribute this trend to Gen Z's lack of professional experience and limited networks, worsened by the pandemic's impact on social development. The tight entry-level job market has also added pressure, pushing young applicants to seek support from trusted sources-primarily their parents. While some view this involvement as overstepping, others see it as a reflection of the changing dynamics in today's workforce. Experts suggest using AI tools like ChatGPT to better prepare for job applications and interviews. What Gen Z asked their parents to do while job hunting? An overwhelming 90% of Gen Z job seekers asked their parents to help find jobs to apply to, while 75% listed them as references. Around 70% had parents submit applications on their behalf, and 60% sought their help in emailing or speaking with hiring managers directly. Over half asked parents to complete test assignments (55%) and handle HR screener calls (45%). Additionally, 35% relied on their parents to write resumes, and 30% for cover letters.