Influencers Earn High Incomes, AI Poses New Challenge to Trust

A recent report on Israel's Channel 11 program "The State's Payslip" revealed the substantial earnings of social media influencers. Influencer Maya Dagan disclosed that in 2025, she earned approximately NIS 50,000 (gross) per month for about two hours of daily work, placing her second in salary rankings presented on the show. This highlights that the profession is no longer perceived as easy money but as a business built on the increasingly scarce resource of trust.

The rise of artificial intelligence (AI) is paradoxically making human trust even more valuable. The digital landscape is becoming saturated with "AI slop", perfected images, instantly generated videos, generic texts, and potentially non-existent digital personas. In this environment, human influencers offer a unique selling point: a glimpse into a real life, complete with personal details like family, successes, failures, and inside jokes.

This perceived personal connection translates directly into purchasing power. A Deloitte study from the previous year indicated that 63% of Gen Z in the U.S. are most influenced by social media ads and product reviews. Furthermore, about half of Gen Z and Millennials feel a stronger personal connection to online creators than to traditional actors or TV personalities.

Despite predictions, AI influencers are struggling to gain traction. A 2026 Sprout Social study found that 44% of consumers are uncomfortable with brands using artificial influencers. The increasing ease of creating non-existent digital humans underscores the economic value of real people. Consequently, brands are recognizing that while advertising can showcase a product, selling it to younger demographics requires investing heavily in collaborations with trusted human influencers whom audiences have already chosen to follow.