If AI and advertising agencies have their way, your favorite influencer might soon be out of a job. Thanks to AI-generated models, influencer marketing may take a dramatic turn in a couple of years. To see how much money agencies can mint using AI-generated models, take the example of Aitana, Spain’s first AI model.
Introduced by a Spanish design agency named The Clueless, Aitana is a 25-year-old pink-haired woman from Barcelona who has quickly become an influencer with over 121,000 followers on Instagram and a lucrative career, earning up to €10,000 a month through endorsements.
The creation of Aitana stemmed from the agency’s desire to have a model that could be more reliable and not subject to the challenges associated with human influencers. Rubén Cruz, founder of The Clueless, explained that Aitana’s purpose is to serve as a model for brands working with the agency.
Every week, the agency team convenes to craft Aitana’s lifestyle, determining her weekly activities, selecting destinations to visit, and curating photos for her followers eager to keep up with her life.
However, there are no traditional photoshoots or wardrobe changes involved. Instead, a collaboration of artificial intelligence and design experts utilizes Photoshop to orchestrate scenarios, allowing the model to experience weekends in cities like Madrid virtually.
“In the first month, we recognized that people are drawn to lives, not just images. Given that Aitana isn’t a living being, we needed to infuse a touch of reality to establish a relatable connection with her audience. We had to weave a narrative,” explains her designer, Rubén Cruz, also the agency’s founder.
Aitana’s success has prompted the agency to create a second virtual model named Maia, with both names incorporating the acronym for artificial intelligence (AI). Brands have expressed interest in personalized virtual models to represent their values without the complications associated with human influencers.
While the initiative is seen as a potential cost-saving measure for brands, it has sparked ethical concerns. Critics worry that the unrealistic perfection of AI-created models could contribute to body image issues and unrealistic beauty standards, particularly among the younger generation. Additionally, there is criticism of the highly sexualized image associated with virtual models like Aitana.
The designing agency defends its approach by stating that it aligns with the aesthetic established by real influencers and brands. The agency believes that changing the system would require a shift in the vision of brands, as a certain level of sexualization already characterizes the current visual landscape.
