In 2025, the marketing world is witnessing a profound shift as virtual and synthetic influencers—powered by artificial intelligence—move from novelty to mainstream. Ashton Coates, a recognised authority on AI-driven branding, believes these digital personalities are not just a passing trend but a transformative force in how brands connect with audiences.
What Are Virtual and Synthetic Influencers?
Virtual influencers are computer-generated characters, often with carefully crafted personalities, backstories, and aesthetics. Unlike traditional influencers, they exist solely online, created and managed by teams of designers, writers, and AI specialists. Synthetic influencers take this concept further, using advanced AI to autonomously generate content, interact with followers in real time, and even adapt their persona based on audience feedback.
Why Are Brands Turning to AI-Generated Influencers?
Always-On Engagement
Unlike human influencers, virtual personalities never sleep, fall ill, or take holidays. They can engage with audiences around the clock, providing consistent content and responding instantly to comments or messages. This always-on presence is invaluable for global brands seeking to maintain momentum across time zones.
Brand Safety and Creative Control
With virtual influencers, brands have complete control over messaging, tone, and behaviour. There are no risks of scandals or unpredictable actions that can damage reputation. Every post, story, or campaign is meticulously planned, reviewed, and optimised for brand alignment.
Hyper-Personalisation at Scale
AI-powered influencers can tailor content to different audience segments, languages, and even individual preferences. By analysing engagement data and feedback, synthetic influencers adapt their style, topics, and approach, creating a sense of genuine connection and relevance for each follower.
Cost Efficiency and Flexibility
While the initial investment in creating a virtual influencer can be significant, ongoing costs are often lower than working with top-tier human influencers. There are no appearance fees, travel expenses, or scheduling conflicts—just a digital persona ready to deliver.
How AI and Machine Learning Drive the Trend
Advances in natural language processing and machine learning allow synthetic influencers to hold nuanced, context-aware conversations with followers. They can answer questions, offer product recommendations, and even participate in live streams or virtual events. Deep learning enables these digital personalities to interpret sentiment, recognise trends, and refine their content strategy in real time.
Real-World Examples in 2025
- Fashion and beauty brands deploy AI-generated models who showcase new collections, offer styling advice, and interact with fans on Instagram and TikTok.
- Automotive and tech companies use virtual presenters for product launches, Q&A sessions, and interactive tutorials.
- Entertainment brands create synthetic musicians, actors, and hosts who engage with global audiences, collaborate with real-world creators, and even release music or films.
Ashton Coates’ Perspective: The Human Touch in a Digital World
Ashton Coates emphasises that while virtual and synthetic influencers offer efficiency and control, the most successful campaigns blend technology with authentic storytelling. “AI can amplify a brand’s voice, but it’s the creativity and empathy behind the digital persona that truly resonates with audiences,” Coates explains. “Brands must ensure their virtual influencers reflect real values and foster genuine engagement, not just surface-level interaction.”
Challenges and Ethical Considerations
- Transparency: Audiences expect brands to clearly disclose when they are interacting with AI-generated personalities.
- Data privacy: As synthetic influencers collect and analyse user data for personalisation, brands must prioritise transparency and compliance with privacy regulations.
- Authenticity: The line between fiction and reality can blur; brands must balance innovation with honesty to maintain trust.
The Future: Where AI and Imagination Meet
Virtual and synthetic influencers are redefining the boundaries of digital marketing. As AI capabilities continue to advance, these digital personalities will become more sophisticated, interactive, and influential. Ashton Coates predicts that the brands embracing this technology today will set the standard for creative engagement in the years ahead.
In 2025, the question for marketers is no longer whether to use virtual influencers, but how to do so thoughtfully and effectively. With Ashton Coates’ insights, it’s clear that the future of brand storytelling lies at the intersection of AI innovation and authentic human connection.