How Brands Are Using AI to Replace Influencers

Social media isn’t just where we scroll for laughs, dances, and late-night shopping temptations anymore—it’s also becoming a testing ground for AI-driven creativity. TikTok’s latest update to its Symphony ad tool is proof of that. Forget hiring influencers or filming endless takes. Now, brands can type a short prompt, upload a photo, and watch as AI spits out ready-to-go TikTok-style videos.

We’re not talking boring stock ads either. These AI tools mimic the casual, off-the-cuff vibe we’re used to seeing on the app—think bedroom try-ons, quick gadget demos, or that “just filmed in my kitchen” feel. Avatars can now do everything from modeling clothes to holding up a new product like they’re your favorite creator. And the best part for brands? These digital characters don’t need contracts, never get tired, and definitely won’t charge appearance fees.

TikTok has even partnered with Adobe Express and WPP Open, making it easier for marketers to spin up content without leaving their design tools. Now, brands can remix existing images, turn text into short-form video, and experiment with creative ideas directly inside the platforms they already use. It’s a seamless way to keep up with TikTok’s fast-moving trends without hiring a whole production team. The result is an endless flow of ads that look less like ads, and more like something you’d casually stumble across while scrolling at 2AM. It’ the kind of content that feels native to your feed, blurring the line between authentic posts and polished campaigns.

But here’s where it gets tricky: is this actually ethical? On one hand, AI makes content creation more affordable and accessible, which is huge for small businesses. On the other, it puts real human creators in a tough spot. Influencers rely on brand deals to make a living, and if AI avatars can do the same job at a fraction of the cost, that could undercut thousands of livelihoods. Plus, there’s the question of trust—do we believe a synthetic face pushing a product as much as a real person we follow? Some say it’s just the next evolution of advertising, while others argue it risks diluting authenticity altogether.

At the end of the day, AI influencers might not completely replace real people—yet. Nevertheless, TikTok’s Symphony update shows where things are heading. The line between organic content and paid promotion is blurring fast, and soon you might not be able to tell if your “favorite creator” is a person at all… or just really convincing code.