AI influencers exposed: the authenticity crisis rocking social media and how brands can survive

AI influencer Mia Zelu fooled thousands with her fake life of luxury - sparking an authenticity crisis up-ending social media strategies for businesses across the globe.

AI (i.e. fake) influencer Mia Zelu has exacerbated an authenticity crisis on social media, with brands now having to rethink their marketing strategies. Picture: Instagram

Mia Zelu — the artificial intelligence bot who fooled thousands with her fake Wimbledon posts — underscores how quickly engaging with social media influencers can lead to potential brand damage, marketing experts warn.

Zelu amassed 167,000 followers from just 57 posts on Instagram — all of which were fake, AI-generated shots of her living a life of luxury, from attending Coldplay concerts and heavyweight boxing matches to holidaying in Portugal.

But marketing and creative experts warn the “genuine feel” which once made influencer content compelling is eroding.

Connor Archbold, chief executive of brand tracking specialists Tracksuit, said the problem was not AI-alone, it was about transparency and Zelu would “redefine” social media marketing.

“It’s fascinating to watch the ripple effect of Mia Zelu as people try to get their heads around how easily an AI influencer slipped into their feed without even realising it. For consumers, the reaction is a mix of shock and intrigue. For brands, it’s likely prompting many discussions on its potential to redefine social media marketing,” Mr Archbold said.

AI influencer Mia Zelu has racked up over 167k online followers, despite not even being real

“The real risk for brands isn’t using AI. It’s being deceptive about it. If a brand isn’t transparent or posts AI content that is inconsistent with its brand image and values, it immediately risks alienating their customers.

“We saw it happen when influencing – the human kind – first started. Consumers were quick to feel misled by a lot of that content, demanding clear ‘ad’ labelling and honesty from brands.”

Still as marketing and household budgets tighten from the cost of living crunch, AI presents a potential cheap fix to reach more consumers.

“In the case of AI influencers, it’s easy to understand the appeal. AI offers brands and marketers unmatched convenience and scalability, and CFOs can quickly recognise the cost-efficiency,” Mr Archbold said.

“But the backlash from the Mia Zelu saga shows people have a deep expectation that the content we consume is authentic.”

AI influencer Mia Zelu and one of her fake Wimbledon posts. Picture Instagram

This is not to say that brands should snub influencers. Mr Archbold says engaging with social media stars is “arguably one of the most impactful marketing strategies for many” and AI can amplify that, so long as the human connection is maintained and customers aren’t tricked.

The consequences of failing to do so can be damaging. Just look at an elderly Malaysian couple who travelled 4½ hours across the country to go on a cable ride they saw online, only to find it didn’t exist. It was generated by artificial intelligence.

“Brands don’t need to shy away from using the technology, but they must make sure it doesn’t compromise on the very values that build consumer trust,” Mr Archbold said.

Tracksuit chief executive Connor Archbold.

“The importance of this can’t be overstated. The trust born from genuine human connection is the foundation of any lasting brand.

“Our own database of over 10,000 brands shows this time and time again, with trust being one of the biggest reasons consumers consider a brand over its competitors. The role of AI in all of this, must be to simply enhance that connection.

Never to replace it. Era-defining brands will always be customer-first, AI-second.”

Elly Strang, global content marketing lead at brand tracking business Tracksuit, said last month that AI isn’t designed to replace human faces or input.

“Say we’ve done a webinar and we want to redistribute that into blog posts or social posts or whatever – it (AI) can take care of that and we can focus on the parts that matter,” Ms Strang said.

“In the age of AI, brand is the most powerful differentiator and that’s everything from like your tone of voice, to great creative, the curation of the right resources for your audience. So I would rather my team focus their efforts on that and what sets us apart than some of the stuff that’s more automatable.”

Still, Kate Rourke, Getty Images Asia Pacific head of creative says Mia Zelu, highlights a growing challenge for brands navigating the new influencer landscape.

“According to our latest research, the “genuine feel” that once made influencer content so compelling is beginning to erode.

“In fact, 79 per cent of people in ANZ now say traditional ads feel more authentic than sponsored influencer posts. That’s a striking reversal of earlier trends — and a warning sign.

“The situation is even more stark on social media, where 82 per cent of consumers report they don’t trust the content they see, citing misinformation and inauthenticity as major concerns.”

Getty Images Asia Pacific head of creative Kate Rourke.

Ms Rourke agreed with Mr Archbold that successful brand storytelling relies on trust.

“ In the early days of influencer marketing, user-generated content (UGC) — like candid selfies and unpolished vertical videos — felt refreshingly honest.

“But in 2025, audiences are demanding more than just casual formats. They’re craving substance, sincerity, and real human connection.

“This shift represents a major opportunity. While trust in influencers is slipping, 65 per cent of people say they still trust businesses more than celebrities, influencers, or politicians. That’s powerful. But it also means that if brands rely on influencer content, especially AI-generated personas, they must do so with clear intentionality and full transparency.

“The key isn’t to avoid new tools like AI, but to use them responsibly. Social search is growing, and video-first platforms are now essential discovery engines. But to succeed in this space, brands need to go beyond quantity and speak directly to their communities.

The bottom line? Ms Rourke said whether brands were working with real influencers or AI-generated ones like Mia Zelu, authenticity was “still the currency of connection”.

“Content that feels overly perfect or obviously orchestrated loses its impact. Our research revealed that what works now is content that feels real and honest.”

Originally published as AI influencers exposed: the authenticity crisis rocking social media and how brands can survive