{
  "id": 20012354,
  "title": "Insight Innovation: Besser als der Mensch? So verändern KI-Influencer den Werbemarkt",
  "url": "https://urgent.news/2026/11/14/insight-innovation-besser-als-der-mensch-so-verandern-ki-influencer",
  "topic": "business",
  "section": "Business",
  "published": "2026-11-14T16:35:38.000Z",
  "source": {
    "name": "Handelsblatt",
    "slug": "handelsblatt",
    "url": "https://www.handelsblatt.com/unternehmen/start-ups/unternehmen-werbung-und-vertrieb-so-setzen-firmen-ki-influencer-ein/100258611.html"
  },
  "original_language": "de",
  "account": "In the evolving marketing landscape, artificial intelligence (AI) influencers are making waves, with Lil Miquela leading the way as one of the first globally recognized virtual influencers. Born in 2016, Miquela, a 19-year-old, boasts over two million Instagram followers and has collaborated with major brands like Calvin Klein, Prada, Elle, Times Square, BMW, and Samsung. The cost for a single social media post, according to Retailboss, exceeds $8,000. The US agency Brud created Miquela's distinctive looks, and the Los Angeles-based startup developed numerous other avatar-driven marketing campaigns. Following Dapper Labs' acquisition of Brud three years ago, the company's valuation is estimated to be in the hundreds of millions of dollars.\n\nOutside the US, virtual influencers are also gaining traction. In Germany, where they are well-received, these avatars are employed by businesses seeking significant business opportunities. However, experts debate the far-reaching consequences of virtual influencers, considering them a fascinating development within a relatively new marketing sector. Since the 2010s, platforms like Facebook, Instagram, and TikTok have given rise to a new category of marketing: influencers. According to the Danish Influencer Marketing Hub, influencer marketing revenue exploded from $1.7 billion in 2015 to nearly $33 billion in 2025. The extent to which avatars contribute to the overall influencer market remains unclear, but growth in this billion-dollar market is expected. Amelie Duckwitz, a media professor at the Technical University of Cologne, notes that virtual influencers have become mainstream for younger audiences, stating, \"The development is rapid, and the reach is increasing.\"\n\nDigitalized figures closely resemble human influencers, appearing on Instagram, TikTok, YouTube, and X as independent characters who publish content and engage with communities. While some virtual figures operate autonomously, most content and comments are guided or written by humans. KI has revolutionized production, with CGI-based virtual influencers evolving into AI-generated images and videos that accelerate content creation and the emergence of new influencers. Jeannette Okwu, founder of an influencer marketing agency and board member of the German Influencer Marketing Association, highlights the benefits of KI influencers: \"The KI-influencer is never late, requires no makeup or photo studio, and never gets any bigger.\" KI influencers are popular among young Germans, but human influencers still outperform them. In Germany, about one in two adults have interacted with virtual influencers, with over 40% of the 1,200 respondents aged 18-24. However, 13% have made a purchase based on recommendations from virtual influencers. Despite this, German users still prefer human influencers, with only 4% preferring virtual influencers over human ones in similar situations. Most experts believe that human and KI influencers will complement each other rather than replace one another. Esat Beluli, founder of the digital agency Hypex Media, states, \"For me, it's more likely that both models will complement each other. AI can take care of production, scaling, and personalization, while real people will remain crucial for trust, personality, and credibility.\"\n\nAs a testament to the potential of KI influencers, Lu do Magalu, a Brazilian e-commerce mogul, leverages her massive following of over 35 million social media users to strengthen customer relationships and drive sales. In late 2025, the company launched a WhatsApp sales channel powered by a Magalu-developed AI agent, generating over $18 million in revenue within the first eight months. German companies are looking to capitalize on the success of KI influencers, with the Emma avatar of the German Tourism Center serving as a prime example. Emma aimed to engage younger, digitally savvy target audiences. While German companies do not intend to replace human influencers with KI influencers, Petra Hedorfer, CEO of Magalu, emphasizes, \"We never wanted to replace human influencers. Our goal was to integrate them into our strategies to reach specific audiences more effectively.\"",
  "summary": "Fast jeder Zweite hat schon mit virtuellen Influencern interagiert, zeigt eine exklusive Umfrage. Auch immer mehr deutsche Unternehmen setzen auf die Avatare. Doch Nutzer sind skeptisch.",
  "key_points": [
    "AI influencers like Lil Miquela have 2 million+ Instagram followers and $8k+ per post cost",
    "German virtual influencers gain traction, with 40% of 18-24 year-olds interacting with them",
    "Experts believe AI and human influencers will complement each other in marketing"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}