MarTech Podcast ™ Summary: "Are AI-Generated Influencers A Trend Or Trash?"

Episode Overview In the April 30, 2025 episode of the MarTech Podcast ™, host Benjamin Shapiro engages in a compelling discussion with Scott Morris, Chief Marketing Officer at Sprout Social. The episode delves into the burgeoning phenomenon of AI-generated influencers, evaluating whether they represent a sustainable trend or mere vanity—a passing fad destined to be discarded.

Introduction to AI-Generated Influencers Benjamin Shapiro opens the conversation by setting the stage for the debate on AI-generated influencers. As brands increasingly seek innovative ways to engage audiences, AI influencers emerge as a novel solution. Scott Morris provides an insightful foundation by highlighting current consumer sentiments and industry trends regarding these digital personas.

Consumer Sentiment and Acceptance Scott Morris presents a nuanced view on consumer attitudes towards AI influencers. At [01:55], he states:

"Consumer sentiment specifically towards AI influencers is really equally split right now. About 2 out of 5 would actually be more interested in a brand that is using an AI influencer, but that same number would be more distrustful of a brand that does that."

This balanced perspective underscores the ambivalence in the market. While a significant portion of consumers are open to AI influencers, an equal number harbor distrust, indicating a cautious acceptance.

Generational Perspectives and Brand Strategies Morris further explores generational differences, noting that younger demographics are more receptive to AI influencers. At [02:15], he observes:

"Younger generations... they're more interested, they're more open to AI influencers, they're less resistant to the idea."

This openness among younger audiences suggests a potential growth area for brands targeting millennials and Gen Z. Morris also highlights a strategic shift among brands:

"Two thirds of brands in 2025 plan to partner with more influencers this year than they did last year."

This statistic reveals the escalating importance of influencer partnerships in marketing strategies, with AI influencers being an integral part of this expansion.

The Trend vs. Trash Debate The core of the episode revolves around whether AI-generated influencers are a sustainable trend or destined to become obsolete. Scott Morris posits that AI influencers are more likely to be a trend rather than trash in the near future. He predicts:

"AI influencers are on the rise. We will see how that evolves over time."

However, he also acknowledges potential limitations, suggesting that while AI influencers may carve out niches, particularly among micro-influencers, human influencers will likely retain broader appeal due to their authentic reach.

Host's Critical Perspective: Authenticity Concerns Benjamin Shapiro introduces a counterpoint, emphasizing the importance of authenticity in influencer marketing. At [03:29], he candidly expresses his skepticism:

"Trash, trash, trash, trash. We don't need fake people trying to influence real people. By pretending to be real people, they're fake."

Shapiro's strong stance underscores a key challenge for AI influencers: maintaining genuine connections with audiences. He voices concerns about the dilution of trust when brands employ non-human influencers, especially in areas like customer service where authenticity is paramount.

Customer Service and User Experience The discussion shifts to the practical implications of AI in customer interactions. Shapiro critiques the current state of AI-driven customer service:

"The experiences right now are terrible. I always know it's a bot because I ask a question and the answers don't seem like people. No, give me a real person."

While acknowledging advancements in AI, he insists on the necessity of human touch in delivering satisfactory customer experiences, highlighting a significant barrier to the widespread acceptance of AI influencers.

Conclusion and Future Outlook As the episode concludes, Scott Morris reiterates his belief in the potential of AI influencers, particularly within specific niches. He envisions a future where AI and human influencers coexist, each serving distinct roles based on brand needs and audience preferences.

Key Takeaways

• Divided Consumer Sentiment: Approximately 40% of consumers are open to AI influencers, while an equal number remain distrustful.
• Generational Acceptance: Younger audiences exhibit greater receptiveness to AI personas.
• Brand Strategy Shifts: A significant increase in influencer partnerships, including AI, is anticipated for 2025.
• Authenticity Challenges: Concerns about the genuineness of AI influencers may hinder their universal acceptance.
• Niche Opportunities: AI influencers may find success in specific segments, such as micro-influencer markets.

Notable Quotes

• Scott Morris [01:55]: "About 2 out of 5 would actually be more interested in a brand that is using an AI influencer, but that same number would be more distrustful of a brand that does that."
• Scott Morris [02:15]: "Younger generations... they're more interested, they're more open to AI influencers, they're less resistant to the idea."
• Benjamin Shapiro [03:29]: "Trash, trash, trash, trash. We don't need fake people trying to influence real people."

Final Thoughts The episode "Are AI-Generated Influencers A Trend Or Trash?" presents a balanced examination of the rise of AI influencers in marketing. While acknowledging their potential, the discussion emphasizes the enduring value of authenticity and human connection in building trust with consumers. As brands navigate this evolving landscape, the insights shared by Scott Morris and Benjamin Shapiro provide valuable guidance on leveraging technology without compromising genuine engagement.