An Amish woman, known as “Melanskia,” has quickly gained a huge online following by promoting a $50 detox powder while criticizing processed food. The twist? She’s not real. According to the New York Times, she is one of several AI-generated personalities created to market a wellness supplement called Modern Antidote. These avatars—like a Tibetan monk and numerous similar-looking buff men—are part of a growing trend in wellness marketing that uses AI to connect with consumers.
Timothy Caulfield, a research director at the University of Alberta’s Health Law Institute, highlights the efficiency of using AI. Companies can create many digital spokespeople and easily discover which one performs best. He notes, “It’s tremendously efficient.”
However, this surge in AI influencers raises concerns. A study published in the British Journal of Psychology found that people often misjudge their ability to spot AI-rendered faces. This makes them more susceptible to deceptive marketing, especially in the wellness industry, where authenticity is crucial for consumer trust.
Regulators are starting to respond. Several states have introduced laws requiring clear disclosure of AI-generated content. Despite this, the appeal of digital influencers is still strong, even though there has been a 30% drop in partnerships between brands and AI social accounts in early 2025 compared to the previous year, according to Business Insider.
While there are concerns about transparency, some business owners believe that AI influencers will become commonplace soon. “Very soon, it’s going to be just more content,” says Silvestrini, the owner of Modern Antidote.
As the line between reality and AI blurs, consumers are encouraged to stay informed. It’s essential to understand who—or what—they are engaging with on social media.
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