Radhika, a young influencer, perches at a café table in India, showing off a bowl of noodles to thousands of followers. But Radhika can’t actually taste her lunch—because she’s a product of artificial intelligence. And she’s not alone. In an effort to cut costs, more companies are turning to A.I. influencers instead of human ones. Qatar Airways, for example, now has Sama, a strikingly lifelike A.I. flight attendant who posts to 377,000 followers as if she were real. (Most social media platforms require labels on A.I. content, however.) People often look to social media for vacation inspiration, so travel companies have often showered influencers with money and freebies, sometimes paying hundreds of thousands of dollars for coverage. Using A.I.-generated work instead can reduce the time and cost of producing an online marketing campaign, experts say. The trend has left many human influencers fearing they’ll lose out on moneymaking opportunities. At least for now, though, some businesses say they simply prefer having options. “It is not about choosing between humans or A.I.,” says Babar Rahman of Qatar Airways. “It is about using both together to make our brand more accessible and more intuitive for travelers.”