During a global 2025 survey among marketing agencies and brands, approximately ** percent of respondents stated that they were using artificial intelligence (AI) for influencer marketing on a limited basis. Another **** percent of marketing professionals shared that they were using AI extensively, compared to *** percent who were not using or planning to use AI.

During a survey concluded in September 2024, approximately ** percent of responding marketers working with influencers in the United States said they had no interest in virtual or AI-generated influencers. According to the same study, reach and engagement rate ranked among U.S. marketers' leading methods of measuring influencer marketing success.

Introduction

Influencer Marketing Statistics: Influencer marketing is a strategy where different brands work with people who have a lot of followers on social media to promote their products or services. These people, called influencers, use platforms like Instagram, TikTok, YouTube, and Facebook to create content that their followers like.

The effective benefit of influencer marketing is that it helps brands reach a specific audience in a real and engaging way, which builds more trust between the brand and its customers. Social media has made influencer marketing one of the best ways for brands to connect with consumers, making it a strong tool in today's digital marketing world.

According to a survey conducted in February 2023, ** percent of consumers in the United States trusted influencer content generated by artificial intelligence (AI) the same amount as they trusted content generated by human influencers themselves. Another ** percent of U.S. consumers distrusted the same type of content a little more than the human-generated one.

According to a 2024 survey, conducted among consumers in Canada, 40 percent of the respondents between the ages of 18 and 29 stated they follow artificial intelligence (AI) generated influencers or virtual influencers on social media platforms, compared to roughly 20 percent of respondents aged 30 and over. Another 28 percent of respondents between 18 and 29 said they were not interested in AI-generated or virtual influencers on the platforms, compared to 31 percent of those above 30.

According to a survey conducted in September 2024 among business-to-business (B2B) marketing professionals in the United States, ** percent of respondents expressed they were currently using artificial intelligence (AI) for content creation. In comparison, ** percent stated they were not using AI in this capacity. Another ** percent of marketers indicated they would use AI for performance tracking and ** percent stated they did not.

During a 2025 study among marketers and industry leaders worldwide, roughly 20 percent of respondents indicated that both better predictive analytics and more automated and streamlined communication features would enhance artificial intelligence (AI) tools in influencer marketing. In comparison, approximately three percent of respondents suggested improved AI content moderation would be an improved feature.

In 2023, according to the results of a survey conducted among creators based in the United States, ** percent of them used artificial intelligence (AI) for editing content purposes. Another ** percent used it for generating images or videos. **** percent and a half of U.S. creators stated that they did not use AI.

During a 2023 survey conducted among enterprise and agency marketers from the United States, ** percent of respondents said they wanted artificial intelligence (AI) to help them find the right influencers. Around ** percent stated they wanted AI to perform performance analysis.

According to a survey on the influencer marketing industry in Australia that was conducted in February 2023, about 62 percent of respondents claimed that they would use artificial intelligence or machine learning to identify influencers or create effective campaigns. Approximately 11 percent of respondents claimed the opposite.

In a 2024 survey of influencers in the Middle East and North Africa, 56 percent of respondents said that they were neutral or uncertain of using generative Ai in their content. Approximately 70 percent of influencers said that they measure success through the reach of their online content.

According to a study on influencer marketing across India in 2023, AI was mainly used among social media influencers to generate content ideas, as per almost **** of the respondents. Over ** percent of content creators also used AI tools to assist with their writing. While other purposes included content calendar management, engagement ideas, etc., roughly ** percent of influencers claimed to not having used AI at all.

According to a survey on the influencer marketing industry in Australia that was conducted in February 2023, about ** percent of respondents claimed that they would use artificial intelligence or machine learning to identify the most effective influencers for a certain brand or campaign. The second most popular intention was locating and distributing relevant content.

During a 2024 survey, it was found that ** percent of marketers from the United Kingdom (UK) felt overwhelmed by the prospect of implementing artificial intelligence (AI) tools in their daily processes and workflows. In the Nordics, the share amounted to ** percent.

As of May 2024, 11.9 percent of U.S. influencers on both Instagram and YouTube included an email in their bio. The share of TikTok influencers who added an email to their bio amounted to 3.2 percent.

According to a survey conducted in August 2023, six in 10 adults in the United States said they were concerned about the spread of misleading artificial intelligence (AI) video and audio deep fakes. In contrast, only two percent of U.S. citizens reported not being concerned at all about the AI-generated deep fakes.

During a survey carried out among consumers in Italy and released in October 2023, around ** percent of respondents aged between 35 and 44 said they followed at least one virtual influencer, while ** percent of respondents aged 25 to 34 said they did so as well.

According to a ranking released in April 2024, Liu Yexi remained the most successful virtual influencer in China, scoring ***** points in an index with 100 points being the highest possible value. The second place was taken by ******, a digital avatar with a mission to promote Chinese heritage and culture.

During a survey carried out among consumers in the United States in March 2022, 75 percent of respondents aged between 18 and 24 said they followed at least one virtual influencer, while 67 percent of respondents aged both 25 to 34 and 35 to 44 said they did so as well. An increase in consumer age went hand in hand with a decrease in the share of those following virtual influencers, with only 26 percent of consumers aged 55 and older doing so.

During a 2024 survey carried out in ** countries worldwide, ** percent of respondents stated that they believed that influencers were a useful source of information on travel topics. Roughly one in ***** said the same about political influencers.