Fake Faces Can't Build Real Influence: The Problem with AI Influencers

By Kelsey LeRose , Senior Vice President, Creator Marketing, Zeno  

In today’s creator economy, where trust and authenticity drive performance, the rise of AI influencers presents a shiny but shallow shortcut.  

Illusion of Influence 

At Zeno, our ethos is rooted in real human connection. We partner with creators who bring not only reach, but resonance - people who understand their audiences deeply, who live the experiences they share, and who bring a natural charisma that can’t be programmed. AI personas, no matter how genuine they appear, don’t capture the nuance, spontaneity or credibility of a real person. And without those qualities, you lose the human connection that makes creator content impactful. 

Can’t Fake Experience 

There’s also a deeper contradiction at play: AI influencers undermine the entire premise of third-party endorsement. The power of creators lies in their ability to offer genuine opinions, based on lived experience. If your “creator” is just an algorithm trained on internet data, who exactly is doing the endorsing? 

Consumers are smarter than ever, and they can spot when something feels off. Replacing real people with synthetic voices risks alienating audiences.  

Raising Legal Flags 

From a regulatory perspective, the limitations are abundantly clear. The FTC requires that endorsements reflect honest opinions and actual experiences. An AI-generated creator can’t actually taste a drink, feel energized by a supplement, or genuinely love a product. That removes the most compelling part of creator marketing: the emotional storytelling and authentic testimonials that move people to action. Without those, you’re not just bending the rules, you’re missing the point of influencer marketing altogether. 

Real People over Prompts 

And most importantly: there are thousands of highly compelling, diverse, real human creators who are ready and deserving of our partnership. Choosing AI over people not only diminishes the creator space; it also sidelines the talented voices we should be amplifying.  

Pro AI, But Human First 

To be clear, we’re not anti-AI. We’re far from it. At Zeno, we use AI tools every day to spark ideas, streamline workflows and unlock new levels of creativity. It’s a powerful accelerator when used responsibly. But there’s a clear line between using AI to enhance human potential and replacing the human voice altogether.  

Real Connection Still Matters Most 

Let’s not forget what made this space thrive: real people, telling real stories, to real audiences. If we want creator marketing to keep growing with integrity, we need to invest in what makes it powerful in the first place—humans. 

Kelsey LeRose is a seasoned social marketer who’s been ingrained in the evolution of the influencer industry over the past 12 years– from blogger to influencer and now, creator. She currently co-leads Zeno’s Creator Center of Excellence.