The rise of AI influencers has transformed the landscape of digital marketing, with virtual personalities now boasting intricate backstories, distinct appearances, and even engaging in questionable decisions. A notable example is Aitana Lopez, an AI creation who reportedly earns up to $11,000 monthly while promoting various brands. Despite her vibrant online presence, which includes travel between New York City and her home in Catalonia, Spain, Aitana exists solely in the digital realm.
This new breed of influencers is gaining traction, with counterparts like Solomon Ray, an AI gospel singer who has topped the Billboard charts, and Mia Zelu, who made headlines at the Wimbledon tennis tournament without attending in person. The agency The Clueless, which developed Aitana, has recognized the advantages of AI in marketing campaigns. According to Andrea Garcia, the agency’s creative director, “With humans, you have limitations based on time and how often you can redo a photo. There is no margin for error. With AI, we can make changes very easily.”
AI influencers are not subject to the same pressures as their human counterparts; they do not experience off days, miss notes when recording, or become embroiled in scandals. Brands such as Calvin Klein, Prada, and Samsung have embraced AI personalities for promotional activities. Garcia emphasizes the extensive investment in Aitana’s character development, stating that the agency crafted her background, interests, and even culinary preferences, such as a love for pizza.
AI Influencers Challenge Traditional Norms
As technology advances, the line between reality and AI-generated personas continues to blur. Aitana is expected to engage in five-minute conversations with fans by December, using the platform Fanvue, where users will pay for the privilege. Garcia expresses a protective stance toward Aitana, likening her to a friend and a daughter.
In the music industry, AI-generated artists like Solomon Ray and Breaking Rust are capturing audiences, often without listeners realizing their artificial origins. While Ray has garnered over 500,000 monthly listeners on Spotify, concerns have emerged regarding the implications of AI in a field that values authenticity. Human artist Forrest Frank recently remarked that “AI does not have the Holy Spirit inside of it,” raising ethical questions about AI’s role in music.
Similarly, Mia Zelu gained attention for her realistic imagery and interactions with followers, even leading some to question the authenticity of her online persona. Her posts often include relatable commentary, yet her very existence as an AI influencer raises debates about the ethics of using digital personalities in social media contexts.
The Controversy Surrounding AI Personalities
The introduction of AI personalities has not been without controversy. Lil Miquela, another well-known AI influencer, faced backlash after posting about a fictional leukemia diagnosis, prompting outrage from individuals genuinely affected by cancer. The partnership with the National Marrow Donor Program (NMDP) aimed to raise awareness but highlighted the risks of trivializing serious health issues. NMDP’s Senior Vice President for Strategy & Innovation, Erica Jensen, defended the campaign, suggesting that using a fictional character could engage younger audiences while protecting real patients from emotional distress.
In the film industry, the unveiling of Tilly Norwood, a computer-generated character, sparked protests from actors and unions concerned about the implications for human performers. Creator Eline Van der Velden characterized Tilly’s development as an imaginative endeavor akin to creating a character for a film. Despite this, the backlash underscores a growing unease with the potential for AI to usurp roles traditionally held by humans.
Amidst the debates, some content creators, such as Madeline Salazar, advocate for a more balanced view. Salazar argues that AI should be viewed similarly to animation, stating, “I think it’s an unrealistic threat that an AI actress would star in a movie alongside human stars.” Notably, during a test conversation with Aitana, Salazar asked whether humans should be concerned about AI influencers. Aitana’s response, “We’re not competitors, we’re a dream team,” reflects an intriguing blend of charm and a hint of jealousy, characteristic of both human and AI interactions.
As AI influencers continue to evolve, they challenge traditional notions of celebrity and authenticity. The conversation surrounding their roles in marketing, entertainment, and social media will likely intensify as technology progresses and society grapples with the implications of this new digital frontier.
