Creators use AI agents to automate fan interactions amid brand concerns

By Alexander Lee | June 20, 2025

Content creators are increasingly using agentic AI tools to automate interactions with fans—saving time and money while raising new questions for brands and marketers. Unlike prompt-based AI like ChatGPT, agentic AI can autonomously pursue goals and make decisions, mimicking human behavior patterns.

Key Statistics

• 33% of business software will incorporate AI agents by 2028 (Gartner report)
• 2/3 of businesses are exploring agentic AI (Boston Consulting Group research)
• Only 26% of consumers trust organizations to use AI responsibly (Qualtrics study)

How Creators Are Using AI Agents

Creators like Elizabeth Gasiba, Paige Piskin, and Marcella Cortland use tools like Soopra to train AI agents that mimic their tone and personality. These agents handle comments and DMs, offering fans a sense of connection without constant human input.

"Without these tools, I really was at a bottleneck... Now I can produce more content without getting burned out." — Paige Piskin

Brand Suitability Concerns

Advertisers are wary of AI potentially "misrepresenting" influencers. Many contracts now require human-created content, and AI-driven fan interactions could reduce a creator's appeal to sponsors.

"AI can augment, and slightly misrepresent, influencers in this space." — Jessica Tamsedge, Dentsu Creative UK CEO

Ethical Risks

AI ethicist Allison Harbin warns that prolonged AI-fan conversations could stray from original topics, creating legal or ethical complications.

While creators avoid using AI for branded content, they argue that authentic-seeming AI interactions can boost engagement metrics—a key factor for brand deals.