Your new favourite influencer? She’s AI-generated

from The Decibel · host The Globe and Mail

Influencer profiles often have recognizable hallmarks: their feeds are highly stylized, filled with aspirational content and product placement. One of the reasons that brands work with influencers is because they can speak to their audience from a place of authenticity. So how does that change when the influencer is not a real person?Samantha Edwards is the Globe’s online culture reporter. She’s on the show to talk about the rise of virtual influencers created using artificial intelligence, and how that could change the way we interact with other users – real and AI-generated – online.This episode originally aired February 6, 2025.Questions? Comments? Ideas? E-mail us at [email protected] Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What this episode covers

Influencer profiles often have recognizable hallmarks: their feeds are highly stylized, filled with aspirational content and product placement. One of the reasons that brands work with influencers is because they can speak to their audience from a place of authenticity. So how does that change when the influencer is not a real person? Samantha Edwards is the Globe’s online culture reporter. She’s on the show to talk about the rise of virtual influencers created using artificial intelligence, and how that could change the way we interact with other users – real and AI-generated – online.

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Your new favourite influencer? She’s AI-generated

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This episode is 18 minutes long.

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This episode was published on July 11, 2025.

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