Intro

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 thedecibel@globeandmail.com