The AI Revolution in Social Media Influencing: A Clash of Real and Virtual
Social media influencers are undergoing a transformative shift as artificial intelligence becomes an integral part of content creation. However, this evolution is not without its challenges, particularly with the emergence of AI-generated Instagrammers, TikTokers, and YouTubers.
Meet Aitana Lopez, a virtual influencer sporting pink hair and captivating over 300,000 followers on Instagram. Despite her impressive following, Aitana isn't real; she's the brainchild of The Clueless, an AI modeling agency based in Barcelona. According to Sofia Novales, project manager at The Clueless, the escalating costs associated with human influencers prompted the agency's inception, offering a more economical alternative with unparalleled creative control over content.
Yet, as AI gains momentum, concerns about the proliferation of deepfake videos loom large. Meta, the parent company of Facebook and Instagram, recently announced plans to label AI-generated content starting in May, aiming to address such apprehensions. Nevertheless, the potential of AI in the influencer market is undeniable, with projections indicating exponential growth from $16.5 billion in 2022 to nearly $200 billion by 2032.
The utilization of virtual influencers isn't entirely novel; Barbie has amassed millions of followers on Instagram for years. However, their integration into advertisements blurs the line between reality and simulation. Take Lil Miquela, a virtual "19-year-old" residing in LA, who has collaborated with major brands like BMW, attracting a younger, tech-savvy audience.
Maud Lejeune, founder of the Paris-based digital strategy agency AD Crew, believes that the public's acceptance of AI influencers parallels that of actors on TV. Despite initial skepticism, the allure of virtual personalities continues to grow. Lejeune herself created Metagaya, a virtual influencer, acknowledging the challenges in design and storytelling but recognizing the evolving technological landscape.
Moreover, human influencers are leveraging AI to enhance their content. Charles Sterlings from France utilizes various tools for translation and deepfake creation, acknowledging both the competitive landscape and the potential for collaboration between AI and human creators.
As AI continues to evolve, it may alleviate the pressure on influencers to constantly produce content, mitigating burnout. However, The Clueless remains optimistic about the coexistence of real and AI-generated influencers, envisioning a diverse ecosystem within the industry.
The fusion of artificial intelligence and social media influencing marks a pivotal moment in digital culture, challenging conventional norms while presenting unprecedented opportunities for creativity and innovation.
As technology continues to advance, the symbiotic relationship between human and AI influencers is poised to redefine the landscape of online influence.
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