Influencers

AI brand ambassadors that drive your customer's UGC content. Created automatically on project provision; customizable per-project.

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An influencer is a brand-ambassador persona attached to a project. It has a look, a voice, a speaking style, a sense of humor, and a set of content themes. When you generate UGC-style content, the influencer is what the hook, the caption, and the narrative speak as.

Influencers aren't real people. They're synthetic personas, rendered consistently across generations so a customer's feed reads like one creator instead of a pile of LLM output. One project can have many; most projects ship with one auto-created at onboarding and add more over time.

Where they come from

Two paths:

Auto-created at project provision. As soon as you POST /v1/projects with an appDescription, Layers spins up an initial influencer in the background — persona derived from brand context (voice, target audience, language). The row appears with status: "pending" within ~1s and flips through processing to status: "ready" in ~1 minute. You don't have to do anything for this to happen; ingest endpoints are not a precondition.
Created on demand. POST /v1/projects/:projectId/influencers kicks off an influencer_create job. The body is intentionally tiny — only gender, ageRange, and prompt (free-text visual hint). The display name is generated server-side; brandVoice and language are inherited from the project and not accepted on this call (patch the influencer post-create to override them). See Create an influencer for the full contract.

Schema

The partner-facing influencer surface is intentionally tight: identity, lifecycle, voice, and language. The portrait, persona descriptors, and reference photos are generated and managed server-side.

{
  "influencerId": "inf_4a8e1bc2-3d4f-46a8-9b0c-1d2e3f4a5b6c",
  "projectId": "prj_254a4ce1-f4ca-42b1-9e36-17ca45ef3d39",
  "name": "Nova",
  "gender": "non_binary",
  "ageRange": "young_adult",
  "brandVoice": "casual",
  "language": "en",
  "status": "ready",
  "createdAt": "2026-04-18T12:04:11.000Z",
  "updatedAt": "2026-04-18T12:04:11.000Z"
}

Voice and language

brandVoice and language are first-class fields on the influencer — not on the content piece, the layer, or the project. The influencer is the source of truth for both.

brandVoice picks one of six presets (authentic | witty | professional | warm | casual | educational) that drive tone in captions, hooks, and engagement comments. Default: authentic.
language is a BCP 47 locale tag (en, en-US, pt-BR, zh-Hans-CN). Default: en.

To run the same persona in multiple languages — say, Maria in English on the US account and Spanish on the Mexico account — clone the influencer with a different language rather than overriding it per content piece. The clone keeps the appearance anchor and persona but renders with the new locale.

Changing voice or language doesn't retroactively regenerate existing content. It only affects new generations that reference this influencer after the patch lands.

Cloning

POST /v1/influencers/:influencerId/clone
{
  "name": "Maria (ES)",
  "overrides": {
    "language": "es-MX"
  }
}
→ 202
{
  "jobId": "job_01HX9Y6K7EJ4T2ABCDEF01234",
  "kind": "influencer_create",
  "status": "running",
  "influencerId": "inf_4a8e1bc2-3d4f-46a8-9b0c-1d2e3f4a5b6c"
}

The cloned influencer's id (influencerId in the response) is server-generated. Persist it on your end and map it back to your entity — you cannot supply your own id.

Clone is async; a render job produces a new portrait using the source influencer's appearance as an anchor, then applies any overrides before the new influencer reaches status: ready.

Selecting an influencer for content

Every content endpoint (slideshow-builder, video-remix, slideshow-remix, ugc-remix) accepts an optional influencerId on the request body — that wins over any layer-wired influencer. Omit it and the generator falls back to the influencer wired to the project's first Social Content layer (and to the project's default voice + language if no influencer is wired, on slideshow-builder only).

If you want a round-robin across multiple influencers on a single project, pass a different influencerId per call — the API doesn't rotate for you.

Lifecycle

PATCH /v1/influencers/:influencerId updates name, gender, ageRange, brandVoice, or language.
DELETE /v1/influencers/:influencerId deletes the influencer from future selection. Body is optional { "reason": "..." }. The response is { "influencerId", "status": "deleted", "deletedAt" }. Deleted influencers still appear on historical content that used them; they just can't be selected for new generations.