YouTube is experimenting with artificial intelligence avatars based on real-life creators, as the platform looks to deepen user engagement while navigating growing unease over AI’s role in the creator economy.
The initiative, reported by eMarketer, uses Google’s “Portraits” feature to let users hold text-based conversations with AI versions of a small group of popular YouTube creators. Fans can ask questions and engage in ongoing dialogue with the personas, which are designed to sound like the creators while functioning like a typical chatbot.
The feature is currently limited to U.S. users aged 18 and over, and only a select number of channels are participating. Some users may see a “Talk to Creator’s Portrait” option on participating creators’ channel pages.
For creators, the AI avatars offer a new way to understand audience interests. According to eMarketer, the conversations can surface what topics fans are most curious about, allowing creators to tailor future videos and content strategies more precisely.
The test reflects a broader trend of artificial intelligence becoming embedded across the creator economy, from content ideation to analytics and moderation. But while platforms and advertisers are embracing AI tools, consumer sentiment appears to be moving in the opposite direction.
Most U.S. adults say they are unlikely to engage with content from AI-generated influencers, according to data cited by eMarketer. Skepticism is highest among Generation X and Baby Boomers, with 63 percent saying they would avoid such content. A majority of Gen Z and millennials — 51 percent — also expressed reluctance, according to YouGov.
Negative perceptions of AI in the influencer space are increasing. Thirty-two percent of consumers now view generative AI as a negative disruptor in the creator economy, up from 18 percent in 2023, according to research from influencer agency Billion Dollar Boy referenced by eMarketer.
Analysts say the hesitation reflects concerns that AI undermines the authenticity and trust that make influencer marketing effective. Even when avatars are modeled on real people, many consumers describe AI influencers as unsettling or “authentically fake,” raising questions about whether the format can replicate genuine human connection.
Despite the skepticism, advertisers are closely watching the space. Major technology platforms such as Meta and Microsoft have already begun integrating advertising into chatbot interfaces, using AI conversations to personalize marketing messages.
YouTube’s current experiment does not include advertising, but analysts see it as a step toward keeping users engaged within the platform for longer periods — a key driver of ad exposure. According to eMarketer, AI-powered creator tools could eventually emerge as a new advertising surface.
For now, marketers are advised to proceed cautiously. While AI personas based on real creators may soften consumer resistance, advertisers are likely to wait for clearer signals that audiences are ready to accept AI-driven influence before committing significant budgets.
