6 October 2025
Artificially generated personas, such as Tilly Norwood, stand out because they never require rest or hold personal biases. This unique trait makes them highly attractive to talent agencies and advertisers alike. However, as brands and platforms increasingly adopt AI-driven content, some creators are growing concerned about the authenticity and originality of their work.
Recently, Meta unveiled its AI-powered content stream called Vibes, while OpenAI introduced Sora, a social media platform enabling users to generate personalized video content. Both platforms mimic the popular TikTok-style feed format, signaling a strategic move by these tech giants to saturate social media with AI-generated content rather than human-created posts. This aligns with Meta CEO Mark Zuckerberg’s vision to automate the majority of content creation through AI by 2026.
Tilly Norwood, an AI actress developed by Xicoia-an AI talent agency founded by actor, comedian, and technologist Eline van der Velden-is gaining traction in seasonal marketing campaigns. Reports indicate she is currently in talks with multiple talent agencies, highlighting the growing commercial interest in AI personalities.
Lauren Douglass, founder of Reverve Agency and a micro-influencer, voices concerns about the competitive edge AI creators have over human talent. She explains, “AI-generated creators present an unfair advantage, making it easier for brand managers to opt for a risk-free alternative, which could divert budgets away from genuine creators who operate real businesses.”
While brands have traditionally hesitated to incorporate AI in creative projects, its adoption is accelerating. For instance, in June, Kalshi, a betting platform, aired an AI-generated commercial during the NBA Finals. In July, Popeyes released a music video featuring hyper-realistic AI characters. Meanwhile, the internet remains flooded with what some call “AI slop”-low-quality or nonsensical AI-generated clips, such as knives slicing through glass fruit or dogs driving cars against psychedelic backdrops-that still manage to attract significant engagement across social media.
Ella Wills, a content strategist and marketing lead at WY Partners, observes that audiences prioritize entertainment value, consistency, and a relatable human touch over the method of content creation.
Why Genuine Human Content Still Holds Value
As creators experiment with generative AI tools, many hope that the authenticity inherent in human-made content will continue to secure brand partnerships and advertising revenue.
Nya Etienne, a New York-based digital strategist and content creator with over 28,000 TikTok followers, emphasizes the distinction between using AI as a tool for enhancing creativity and education versus producing frivolous or gimmicky content. “Leveraging AI to expand creative skills, develop ideas, and provide trustworthy information is fundamentally different from creating novelty videos like talking babies,” she explains. “I don’t view AI as competition; there’s a clear divide between low-effort AI content and genuine human creativity.”
Insights from four influencers interviewed by Digiday reveal that marketers have yet to heavily invest in virtual influencers, and AI usage remains largely unaddressed in influencer contracts, which typically lack clauses specifying how and when AI tools should be employed.
One influencer, speaking anonymously due to their full-time role with tech platforms, shared, “I engage with my audience daily, and the trust they place in me is why my brand collaborations succeed and why my following grows. They know I’m a real person.”
