The Instagram page of virtual influencer “Aitana López” looks like a canvas of picture-perfect images: wavy pink hair, dazzling gaming setups, selfies in athletic wear, and photoshoot sessions on yachts and in tropical locations. One comment on her photos reads: “I watch these pictures and can’t help but feel nostalgic for summer, the sun, and endless beach days.”
Her page looks like those of other traditional influencers, filled with high style, carefully edited aspirational photos, and product advertisements, but the difference lies in her Instagram bio: “AI influencer.”
“Aitana” is a creation of “The Clueless,” an agency in Barcelona that designs artificial intelligence models to work with brands. Every aspect of her personality, from her appearance to her interests, was built based on market research. She is a gaming enthusiast due to the popularity of platforms like Twitch and YouTube, while her pink hair is inspired by anime and Spanish footballer Alexia Putellas.
Virtual influencers as an economical alternative
“Aitana” was designed as an option for companies that want to work with influencers but cannot afford the high costs of working with humans. Her account was also considered a social experiment to gauge whether an entirely manufactured influencer could attract audiences on social media, where authenticity is the most important currency.
So far, the experiment appears to be successful. Aitana has amassed 342,000 followers on Instagram and generates up to $15,000 a month from brand deals, including ads for Sony. When the account was launched, many followers believed she was real. Sophia Novales, project manager at The Clueless, says: “We received messages from famous figures in football and music inviting us to visit the United States, but we couldn’t reply because we know she isn’t real.”
The rapid evolution of digital influencers
Aitana is not alone; there is a growing wave of virtual influencers. This phenomenon began with “Lil Miquela,” who garnered 2.5 million followers since 2016, but the evolution of generative artificial intelligence technologies has ushered in a new era.
Virtual influencer accounts range from personalities documenting their daily breakfast routines or beauty regimens to influencers who travel and post photos in real locations. Some even offer adult-oriented content.
Comments on virtual influencer accounts show disturbing shifts, such as replies from other artificial intelligence personas, creating a sense of unrealistic interaction.
Challenges of authenticity and technology
Despite progress, digital influencers can still sometimes be recognized by their unnaturally smooth skin or blurry backgrounds in their photos. However, continuous development makes distinguishing between the real and the virtual increasingly difficult.
Social media platforms such as TikTok and Instagram have begun introducing tools to create AI content, allowing influencers to interact with fans through chatbots.
Criticism and controversy
Despite their economic advantages, virtual influencers face criticism. For instance, when Lil Miquela posted a story about being assaulted, she was accused of trivializing the experiences of real survivors. Similarly, the “Shudu Gram” model, a virtual supermodel, faced criticism because she was designed by a white photographer, sparking controversy over the exploitation of cultural identity.
An uncertain future
Despite their widespread presence, researchers do not expect virtual influencers to replace human influencers who build relationships with audiences based on authenticity. Followers view virtual influencers purely out of curiosity, making the relationship with them completely different. Nevertheless, challenges remain, especially as this technology evolves and brings unexpected surprises.
