How Are Creators And Brands Reacting To The Rise Of Virtual Influencers?

A new study from Billion Dollar Boy, a global creator agency, shows that virtual influencers are gaining real trust from audiences. Censuswide carried out the research in June 2025, surveying 4,000 consumers, 1,000 creators and 1,000 marketers across the UK and US. It found that 76% of consumers trust virtual influencers for product recommendations, and 68% trust them when deciding what to buy.

These digital figures have become ‘real”… Many have loyal fans, busy comment sections and growing power in fashion, gaming and lifestyle content. Brands like them because they can manage every post, tone and storyline without worrying about what a human might say or do next.

Virtual influencers are built using AI and 3D design. They exist entirely online, with made up names, personalities and voices. They post videos, chat with fans and even appear in livestreams. Some are run by agencies, while others are owned outright by brands trying to grab attention on social platforms.

They might seem easy to make, but they take real work. Billion Dollar Boy says most of them need creative teams to keep their stories alive and their audiences interested. AI tools have made creation faster, but human direction is still what keeps them believable.

Many human creators are uneasy about the digital competition . The research found that 62% of creators feel threatened. That rises to 67% in the UK and 57% in the US. Another 59% say these digital characters are adding to the flood of content already filling social media feeds.

Their frustration is easy to understand. Virtual influencers never get tired, need breaks or face burnout. They can post in different languages on multiple platforms around the clock. That gives them an edge when brands want quick, consistent content. But they also lack the real world stories and emotions that make audiences connect with people.

Even though they’re talked about a lot, there aren’t many virtual influencers that actually compete at scale. They take money, creative skill and constant attention to build. So human creators still lead when it comes to trust and relatability… Things that can’t be programmed.

Digital twins are another use of AI in creator work . They’re virtual copies of real people, made to look and sound like the original. A creator’s twin can appear in campaigns, videos or livestreams while the real person takes a break or works on other projects.

Billion Dollar Boy’s study shows that 85% of creators would be open to making a digital twin with a brand. Many see it as a way to earn more without exhausting themselves. The same research shows that 52% of creators have faced burnout and 37% have thought about leaving content creation altogether. For them, a digital twin could help take on some of the load.

Spending on digital twin technology is expected to grow fast, reaching around $73.5 billion by 2027. Early examples in fashion and modelling show how creators can reach audiences without being online all the time. It keeps their presence active even when they’re offline.

Do People Trust These Digital Versions?

Audiences are more cautious because the study found that 57% of consumers think digital twins make creator content feel less real. Only 28% of creators agree with that, showing how far apart the two groups are in their views.

Many viewers say it feels strange not knowing if they’re seeing a real person or a computer copy. That uncertainty can make content feel distant, especially when fans are used to genuine connection. For creators, the key may lie in honesty- being open about when and how AI versions are used.

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Based on reporting by techround.co.uk.