Low-cost cancer prevention: AI-generated influencers reach at-risk groups on social media
Artificial Intelligence (AI) is transforming cancer prevention: A groundbreaking study conducted at the German Cancer Research Center (DKFZ) demonstrates that AI-generated social media influencers can effectively reach at-risk groups with preventive health messages—at a fraction of the cost of traditional campaigns.
Instagram picture featuring the AI-generated travel influencer Wanda (channel: WandaforAwareness) applying sunscreen
© Jana Winterstein/DKFZ
In this pilot study, researchers created a virtual influencer named "Wanda" who shared educational content on Instagram about five key modifiable cancer risk factors: smoking, unhealthy diet, excessive sun exposure, alcohol consumption, and HPV infection. With a total advertising budget of just €100, the campaign reached nearly 10,000 users.
Jana Winterstein, PhD student at DKFZ, explains: "Our findings highlight that AI-powered influencers offer a highly cost-effective way to deliver cancer prevention messages to a broad audience. What's particularly exciting is that we were able to reach targeted age groups with minimal financial and time investment."
The study compared two advertising approaches—one automated and one tailored to specific demographics. While both achieved similar reach, targeted ads were more effective in engaging younger adults, whereas the automated algorithm also reached older users.
Titus Brinker, who initiated the project, emphasizes the potential impact of this research: "Cancer prevention often fails due to limited budgets. Our study shows that AI opens up entirely new possibilities—especially for organizations with scarce resources."
The researchers see great potential in AI-driven influencers for future public health campaigns. Further studies will explore how larger-scale initiatives can be implemented and how users' trust in virtual influencers—so-called parasocial relationships—affects engagement.
Publication: Winterstein et al., European Journal of Cancer, 2025, https://www.ejcancer.com/article/S0959-8049(25)00032-2/fulltext
With more than 3,000 employees, the German Cancer Research Center (Deutsches Krebsforschungszentrum, DKFZ) is Germany’s largest biomedical research institute. DKFZ scientists identify cancer risk factors, investigate how cancer progresses and develop new cancer prevention strategies. They are also developing new methods to diagnose tumors more precisely and treat cancer patients more successfully. The DKFZ's Cancer Information Service (KID) provides patients, interested citizens and experts with individual answers to questions relating to cancer.
To transfer promising approaches from cancer research to the clinic and thus improve the prognosis of cancer patients, the DKFZ cooperates with excellent research institutions and university hospitals throughout Germany:
The DKFZ is 90 percent financed by the Federal Ministry of Education and Research and 10 percent by the state of Baden-Württemberg. The DKFZ is a member of the Helmholtz Association of German Research Centers.
