In her essay “The Extras Are Tired,” Ellen Cushing traces the astonishing rise of the influencer. Less than a decade ago, the word itself barely registered in the public vocabulary. The profession was still flapping uncertain wings. By 2023, those wings had become a full-fledged migration. Twenty-seven million Americans were earning money by producing online content, and universities were rushing to legitimize the phenomenon. Arizona State University now offers a bachelor’s degree in Content Creation, as though aspiring to become a walking selfie stick had matured into a respectable academic discipline.
Yet the influencer economy already feels less inevitable than it did only a few years ago.
One reason is technological. Increasingly, people seek advice from artificial intelligence rather than from smiling strangers who begin every video by announcing, “Hey, guys!” with the synthetic warmth of a flight attendant welcoming passengers aboard a delayed flight. AI may have its flaws, but at least it doesn’t interrupt your day to remind you to smash the like button.
Another problem is more fundamental. Influencers possess a surprisingly short shelf life because their relationship with followers is built upon counterfeit intimacy. They manufacture the illusion that they are your trusted friend while simultaneously converting every friendship into a monetized sales funnel. Eventually, the performance begins to squeak. The smiles appear rehearsed. The vulnerability feels focus-group tested. The authenticity arrives with affiliate links.
The public has noticed.
Some clothing stores have become so weary of influencers transforming shopping aisles into film studios that they now post NO INFLUENCERS signs. The signs possess a wonderfully deadpan wit. They function almost like restaurant health inspections proudly declaring the premises free of rodents. Customers may now browse in peace, reassured that no one will suddenly begin recording a “Get Ready With Me” video between the denim racks.
The signs are also an overdue act of cultural pushback.
Influencers do not merely occupy public space; they annex it. They assume that coffee shops, sidewalks, airports, grocery stores, and boutiques exist as interchangeable backdrops for the ongoing production of their personal brand. Everyone else becomes unpaid production staff.
This is a distinctly twenty-first-century form of vanity, one I call Protagonist Inflation: the progressive belief that one’s own life constitutes the central narrative while strangers exist primarily as background characters, audience members, or supporting cast.
Cushing captures the phenomenon with characteristic precision:
“Influencers today are a bit like plastic surgeons, or plumbers: On a societal level, many people sure seem to like what they do—they just don’t necessarily want to be right next to them while they’re doing it.”
Exactly.
Society may consume influencer content by the billions of views, but that does not mean it wishes to sit beside someone filming six takes of a cappuccino before allowing the coffee to become cold enough to qualify as archaeology.
Much has been written about the jobs artificial intelligence will eliminate. We are warned that AI will replace writers, teachers, programmers, accountants, lawyers, and artists. Perhaps it will replace many of them.
When it comes to influencers, however, I find it difficult to summon much grief.
If artificial intelligence succeeds in removing one profession built upon convincing the rest of us that we are merely extras wandering through someone else’s movie, then AI will have performed at least one genuine public service.









