The Evolution of Influencer Culture: From Humans to AI
I was one of the internet’s first influencers. AI just killed the whole category — and created something better

Image: Fortune
The rise of AI has transformed influencer culture, shifting focus from charismatic individuals to credentialed experts. As misinformation proliferates, consumers increasingly seek genuine expertise, leading to a resurgence of professionals who can leverage AI to share their knowledge effectively. This evolution marks a significant change in how information is consumed and trusted online.
- 01The term 'infobesity' describes the overwhelming amount of processed information available online, leading to a demand for authentic content.
- 02ChatGPT, launched in November 2022, became the fastest product to reach 100 million users, highlighting the rapid integration of AI in content creation.
- 03Dr. Becky Kennedy's Good Inside platform, utilizing an AI trained on her expertise, generated $34 million in revenue last year.
- 04A Gartner study indicates that half of consumers prefer companies that avoid generative AI in their marketing efforts.
- 05The shift towards 'Whole Knowledge' emphasizes the importance of original, expert-driven content over superficial influencer opinions.
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In a reflective piece, the author, an early influencer from the 1990s, discusses the evolution of influencer culture amid the rise of artificial intelligence (AI). Initially, the internet was a space for authentic voices, but it has transformed into a landscape filled with processed information, leading to 'infobesity.' The COVID-19 pandemic amplified the role of influencers, who provided guidance during uncertain times. However, the emergence of AI tools like ChatGPT has complicated this dynamic, as AI-generated content began to flood the market, raising questions about trust and expertise. As misinformation spreads, consumers are now seeking genuine expertise from credentialed professionals rather than charismatic influencers. This shift has given rise to a new model where experts can leverage AI to share their knowledge effectively, creating a demand for 'Whole Knowledge'—expert insights paired with AI capabilities. For example, Dr. Becky Kennedy's parenting platform has successfully integrated AI to enhance her expertise, demonstrating the potential for experts to thrive in this new environment. Ultimately, the article posits that we are moving towards a future where deep knowledge is valued over mere attention-grabbing content.
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