Marketing agencies are turning towards AI generated models and “influencers” by the numbers since they are much more easier to work with, and can be controlled in a much more granular manner. However, AI-generated models are also drawing a lot of criticism
If AI and advertising agencies have their way, your favourite influencer might soon be out a job. Influencer marketing may take a dramatic turn in a couple of years, thanks to AI generated models. To see just how much money can agencies 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 virtually experience weekends in cities like Madrid.
“In the first month, we recognized that people are drawn to lives, not just images. Given 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, who is also the founder of the agency.
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 already established by real influencers and brands. The agency believes that changing the system would require a shift in the vision of brands, as the current visual landscape is already characterized by a certain level of sexualization.
(With input from agencies)
