Gen Z is more open to accepting brands that use AI influencers than other generations, a new study shows.

Sprout Social’s Influencer Marketing Report 2024 surveyed 2,000 respondents (including 300 social media influencers) in both the UK and US to understand their perspectives and experiences consuming content on social media.

Artificial intelligence was one of the topics discussed as we have seen an increase in the technology online as governments work to keep laws and regulations up to date with the development tool.

Participants were asked their thoughts on brands using AI influencers instead of humans – and people were quite divided on the issue.

While 37 percent said this technology would make them more interested in the brand, another 37 percent said using AI influencers would make them distrustful of a brand, and the rest were “indifferent” to this.

But it seems that Gen Z (12-27 year olds) are especially curious, as 46 percent are more likely to be interested in a brand with an AI influencer.

While social media influencers were concerned about their potential AI counterparts, 49 percent said they feared AI influencers would take away their jobs.

Generation Z’s attitude towards AI also coincides with their view that ‘authentic’ marketing is of less value (only 35 percent disagree) compared to older generations – Millennials, Generation X and Baby Boomers, where approximately half are looking for influencers to be authentic.

While authentic marketing is less valuable to them, Gen Z is more concerned about follower count, as 47 percent of respondents in this age range said they value an influencer’s follower count.

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