Brands are turning to hyper-realistic, AI-generated influencers for promotions.
In the vast landscape of social media, Aitana Lopez stands out with her vibrant pink hair, captivating over 200,000 followers who eagerly await her posts. From snapshots taken amidst concert crowds to intimate moments in her bedroom, Aitana effortlessly weaves brands like Olaplex and Victoria’s Secret into her content, garnering attention and admiration alike.
What's intriguing, however, is that Aitana isn't real — she's a product of artificial intelligence, a "virtual influencer" crafted meticulously by the Barcelona-based agency, The Clueless. Despite her fictional origins, brands clamor to collaborate with her, shelling out around $1,000 per post for her to showcase their products, marking a significant disruption in the burgeoning $21 billion content creator economy.
This emergence of virtual influencers has stirred concern among human influencers, who fear their livelihoods are under siege by digital counterparts. The anxiety isn't confined to the influencer sphere alone; professionals in various industries also worry about the encroachment of generative AI, which churns out human-like content with alarming speed.
However, proponents of hyper-realistic AI creations argue that they're merely shaking up an industry plagued by inflated rates. Diana Núñez, co-founder of The Clueless, admits they stumbled upon the idea while grappling with exorbitant influencer fees. Little did they know, they would birth a phenomenon — a beautiful, albeit unintended, monster in Aitana.
In recent years, luxury brands have forged high-profile alliances with virtual influencers like Noonoouri and Ayayi, demonstrating the increasing acceptance and effectiveness of this novel marketing strategy. Instagram analysis even revealed staggering results, with virtual influencer Kuki's ad reaching exponentially more people at a fraction of the cost compared to traditional advertisements.
Yet, despite the allure of AI-generated content, there's a steadfast belief that the essence of storytelling behind virtual creators cannot be replicated by generative AI alone. Ridhima Kahn, overseeing partnerships for Lil Miquela, emphasizes the importance of retaining the human element in messaging to ensure long-term success.
However, not all praise is without scrutiny. Critics point out the sexualization prevalent among virtual influencers like Aitana, raising questions about the perpetuation of industry norms and the portrayal of women's bodies. Francesca Sobande, delving into the racial and gender dynamics of virtual influencers, suggests that behind the veneer of progressiveness lies a calculated marketing strategy aimed at maximizing profits.
Amidst debates and controversies, agencies like The Clueless defend their creations as reflections of existing industry practices, while also striving to foster inclusivity and diversity.
Yet, concerns persist, with human influencers like Mercer highlighting the irony of AI-generated avatars profiting from female sexuality, perpetuating a cycle of exploitation.
As the digital landscape continues to evolve, the rise of virtual influencers poses profound questions about authenticity, representation, and the ever-shifting dynamics of influence in the age of artificial intelligence.
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