AI influencers are shaping Gen Z shopping habits: Survey

According to new research from Whop, a marketplace for digital products, one in three Gen Z consumers now make purchasing decisions based on recommendations from AI-generated influencers. 

The report gathered survey data from 2,001 Americans ages 12 to 27 and found the trend particularly strong among college-age consumers. Nearly half of 19- to 21-year-olds follow AI influencers, with 47% of young men following these accounts, compared with less than 40% of young women.

While many have argued that AI influencers lack the authenticity needed to sell products, that might not matter—especially to Gen Z.

Authenticity versus reach

Previous research backs this up. Nearly half (46%) of Gen Zers say they’re more likely to trust a brand that works with an AI influencer. Only 35% of Gen Z respondents said they valued an influencer’s authenticity, according to Sprout Social’s 2024 Influencer Marketing Report, compared with about half of millennials, Gen Xers, and baby boomers. 

What Gen Z does care about is follower count. Almost half (47%) said the number of followers matters more than how authentic the influencer feels. Unsurprisingly, almost half (49%) of influencers admit they’re worried.

Lil Miquela, one of the most high-profile virtual creators, with 2.4 million followers on Instagram, has pulled in brand deals with BMW, Calvin Klein, and Dior.

The character reportedly earns close to seven figures annually; a Bloomberg article from 2020 estimated she makes $8,000 per sponsored post, citing data from OnBuy. Other notable AI influencers include Noonoouri (498,000 followers), Magazine Luiza (7.8 million followers), and Shudu (237,000 followers). 

Platforms are now leaning in. Meta recently launched tools that allow users to create their own AI characters on Instagram and Facebook, opening the door for creators to build their own virtual influencers with no coding or design background needed. 

“Our findings are clear: Younger generations are hungry for opportunities to make money online. It’s a sign of the times, and more is to come,” said Cameron Zoub, chief growth officer and cofounder of Whop, in a statement. “However, creating an AI influencer and the ability to make a living off of one are two very different things.”