Just recently, Mankind Pharma’s Manforce Condoms raised eyebrows with its newly announced brand ambassador, Myra Kapoor. What makes this different from any other celebrity endorsement is that Kapoor is a completely AI-generated model, conceptualised and executed for the brand by digital marketing agency Grapes Worldwide.
While Mankind’s decision to rope in an AI brand ambassador was a well-thought out move to deepen digital engagement, it also highlights new possibilities in communication for brands.
Manforce is not the first brand to collaborate with an AI model. Brands like boAt, MG Motor, L’Oreal and Titan Eye+ have launched campaigns with a popular AI influencer, Kyra, created by FUTR Studios. Over the last couple of years, Kyra has generated quite a buzz on social media, with a following of over 230,000 on Instagram. Another AI personality Naina, with over 370,000 Instagram followers, has worked with brands like Nykaa, Pepsi and Puma.
Although human influencers still vastly outnumber virtual influencers, AI influencers keep cropping up in categories like tech, beauty-tech, gaming and gadgets, where audiences inhabit digital ecosystems, says Rajni Daswani, chief growth officer for people and business at SoCheers. “These are not just ordinary digital faces. They are controlled, constantly attuned to the brand tone and can change messaging on the fly. The possibilities with AI influencers are endless,” says Daswani.
They are also fail-safe, which is critical for brands who cannot afford to have missteps on social media. Unlike celebrities or popular personalities, AI influencers are unlikely to get ‘cancelled’ by social media audiences. The control over these influencers is a great safety net for brands that find themselves embroiled in controversies on the internet.
Daswani explains that AI models are liberating for categories such as condoms or lingerie, where human collaborations could present challenges. AI allows brands in these segments complete creative control over content and messaging.
There is also the all-important cost factor. According to experts, switching from human to AI influencers or ambassadors can bring down campaign costs by 30-35%, eliminating additional expenses such as travel and logistics.
Man vs machine
Considering the kind of perfection that AI offers, will more brands move towards virtual collaborators instead of human ones? Joy Chatterjee, vice- president, sales and marketing head, consumer business unit at Mankind Pharma, doesn’t think so. “Both formats play distinct roles in our ecosystem. Human influencers bring authenticity, emotion, and trust. They help the brand connect on a human level, especially in a category that still requires cultural destigmatisation. Their personal stories and relatability make them powerful advocates,” says Chatterjee.
On the other hand, he adds, AI influencers bring scalability, agility, and message control. “The key challenge with AI is ensuring emotional depth, making sure the persona feels warm, real and empathetic rather than mechanical,” he adds.
Manforce has also previously collaborated with actor Sunny Leone, a move that Chatterjee says has paid off well. “The category needed a brand that could talk about condoms confidently yet responsibly. Sunny helped us make the brand approachable while keeping the messaging aspirational,” he observes.
Maha Mahdy, business head — content, creator & IM Businesses, MENA/India at AnyMind Group, urges advertising agencies to not view AI as a threat. “AI is particularly good at selling an idea, a look, or a lifestyle. But if your brand is about real change, health, education, or anything that relies on trust and vulnerability, you need someone with a real story,” points out Mahdy.
Luxury brands, cutting-edge tech and travel can benefit from AI’s ability to create a more “polished world.”
Despite the possibilities, industry reports indicate that only 20-30% of the brands in India have experimented with AI influencers, with several marketers citing lack of understanding of the tech involved as a major challenge.
Mahdy believes the trick lies in marketers understanding when to automate and when to lean into genuine human connection. Brands that get the balance right will lead in the future.
