AI Influencers Are Heading Into Uncharted Territory
Some creators fear the EU AI Act’s regulatory chaos will upend their lucrative businesses. Others are owning it by incorporating AI transparency into their creative process.
Three years ago, an Australian mother named Mansbridge faced a harrowing period after her newborn son's uncertain survival journey in intensive care. This harrowing experience led her to explore the world of artificial intelligence, where she crafted the virtual influencer "Mia Metaverse." Today, Mansbridge earns around $6,000 monthly through brand collaborations and the creation of customized AI influencers for various brands.
The virtual influencer market is projected to grow exponentially, reaching $110.4 billion by 2033, with a reported annual growth rate of 33.6 percent. Brands are increasingly investing in AI-generated content, with 79 percent of marketers planning to boost their AI investments. However, the rapid rise of AI creators is now facing potential challenges due to new global regulations.
In August, the EU implemented the Artificial Intelligence Act, requiring clear labeling of AI-generated or manipulated promotional content. This regulation, along with detection systems and reshaping feeds by platforms like TikTok and Pinterest, poses a significant risk to AI influencers' livelihoods. The EU AI Act aims to foster trustworthy AI, but its abstract nature has left many MEPs and parliamentarians confused about its implications.
As more legislation is set to be implemented, AI creators worry about navigating a complex regulatory maze, including AI Act, copyright law, audiovisual media rules, consumer protection law, and the proposed EU Digital Fairness Act. This uncertainty could result in overlapping rules causing legal confusion for influencers.
Moreover, major social media platforms are tightening their algorithms to counter AI content, which may inadvertently affect AI creators. With 60 percent of creators admitting to breaking industry rules due to mislabeling, 2026 could see an increase in missteps and a growing risk of alienating audiences. Despite these challenges, AI creators like Lionel Metge, who created an AI artist named Zairo, believe the rules may be necessary to prevent public deception, especially as generation models become more realistic.
Written by urgent.news from Wired Business's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
