Transparency emerges as one of the strongest expectations: about 73 percent of respondents agree that brands and creators should clearly disclose when AI is used in content, by Eleni Kitra.
As AI reshapes influencer marketing in the UAE, the defining question for the industry is no longer whether AI will be used, but how trust is earned, signaled, and protected across the entire advertising ecosystem.
The rapid emergence of AI-generated and virtual influencers has sparked debate across advertising. Advertisers are exploring scale and efficiency, agencies are navigating new creative possibilities, technology platforms are accelerating AI-powered tools, and media owners are adapting to new content formats. Innovation is moving quickly, but not always in alignment. What has often been missing from this conversation is the consumer voice.
This discussion draws directly on the work of the Advertising Business Group’s Creators Economy Committee, based on a UAE consumer survey of 1,500 industry leaders conducted in Q4 2025 to understand how audiences perceive influencer marketing and the growing role of AI.
Here is what we found:
Awareness of AI influencers is high
About 87 percent of UAE consumers surveyed say they are aware of AI or virtual influencers, confirming that this is no longer a niche or experimental concept. However, awareness does not equate to trust. When asked about recommendations, 53 percent of respondents say they strongly prefer human influencers. This reinforces a long-standing principle of effective advertising: trust is relational. While technology can enhance reach and efficiency, consumers continue to anchor credibility in perceived human authenticity.
Transparency is a core expectation
Transparency emerges as one of the strongest expectations: About 73 percent of respondents agree that brands and creators should clearly disclose when AI is used in content. For consumers, this is not simply a compliance issue, but a trust issue. As AI becomes more embedded in content creation, clarity around its use is increasingly viewed as a shared responsibility across the ecosystem.
Mixed impact on purchase consideration
The influence of AI on purchase consideration is notably mixed. Some 32 percent of consumers say they are less likely to consider purchasing a product recommended by an AI influencer, while 27 percent say they are more likely to do so. This split highlights an important reality for advertisers and agencies: AI-driven influence is neither universally positive nor negative. Its effectiveness depends on context, category, and execution. AI influencers are not a shortcut to persuasion, but a tool whose impact varies depending on how and where they are deployed.
Curiosity and caution coexist
Consumers also express a clear duality in how they perceive AI influencers. On one hand, concerns persist around the lack of genuine emotion and the perception that AI may take opportunities away from human creators. On the other, AI influencers are recognized as entertaining, innovative, and creative. This balance of curiosity and caution suggests that AI is best positioned as a creative enhancer rather than a replacement for human storytelling.
AI-assisted humans vs fully AI influencers
The survey reveals an important distinction between AI influencers and AI-assisted human influencers. While 21 percent of respondents believe that AI use by human influencers increases trust, a significantly larger group—some 51 percent—say it decreases their trust. For brands and agencies, this finding underscores the need for careful integration and clear communication. The presence of AI alone does not signal progress to consumers; how it is used and disclosed matters far more.
Category matters
Acceptance of AI influencers varies significantly by category. They are most accepted in gaming, technology, and entertainment, while acceptance is lowest in beauty and skincare. This reinforces the need for category-specific strategies.
Looking ahead
Most consumers believe AI influencers will coexist with human influencers or become increasingly mainstream. However, views on emotional connection remain divided. About 35 percent believe AI influencers will be able to connect effectively with audiences in the GCC, particularly in tech and gaming, while 23 percent believe they will not connect effectively due to the lack of human touch. For the advertising ecosystem, this signals evolution rather than disruption. The future is layered.
These findings highlight a central truth: the rise of AI influencers is not just a creative or technological issue, but an ecosystem issue. Advertisers must balance innovation with brand trust. Agencies must guide clients with data-driven nuance rather than novelty-driven enthusiasm. Platforms must support transparency and responsible deployment. Media owners must adapt formats while safeguarding audience credibility.
The findings outlined in this article reflect the collaborative work of the ABG Creators Economy Committee, whose mandate is to ensure industry discussions are grounded in data, informed by practical realities, and shaped by cross-ecosystem representation. The ABG believes the industry’s opportunity lies in collective alignment. The future of influencer marketing in the UAE will not be defined by whether AI is used, but by how responsibly the entire ecosystem chooses to use it.
(Eleni Kitra is the Executive Director, Advertising Business Group. This article was originally published in the latest print issue of Communciate. Link here )
