Rise of AI influencers raising ethical concerns | BBC News

Summary

AI influencers like Itana, an AI model with a large following, are revolutionizing the world of social media marketing. Created just over a year ago, Itana has quickly gained popularity with her virtual persona, attracting lucrative sponsorships and brand deals. While AI models offer unprecedented efficiency and the ability to create diverse characters, they also raise concerns about unrealistic beauty standards, especially for young followers. The growing success of AI influencers highlights both their commercial potential and the ethical questions surrounding body image and authenticity in digital marketing.

Takeaways

• 😀 AI influencers are rapidly growing in popularity, with some AI models gaining large followings and lucrative sponsorships.
• 😀 Itana, an AI model with distinctive pink hair, has become one of the most popular AI influencers, amassing a large fanbase.
• 😀 Itana's agency in Barcelona manages her virtual presence, using advanced AI to replace real-life models in photoshoots.
• 😀 The agency has refined its processes, reducing the time it takes to create a final product from a day to just a few hours due to AI advancements.
• 😀 AI influencers like Itana can generate significant revenue, with sponsored posts and endorsements bringing in thousands of pounds a month.
• 😀 Itana’s main demographic consists of mostly male followers, who are attracted to her curated, idealized lifestyle and beauty standards.
• 😀 Critics are concerned about AI models perpetuating unrealistic beauty standards, especially among teenagers who may not realize the models aren’t real.
• 😀 Itana is marketed as a fitness-conscious, health-oriented individual, often partnering with sports and nutrition brands for sponsorships.
• 😀 Some followers express dissatisfaction with their own body image, believing they should look like Itana, raising concerns about the impact on self-esteem.
• 😀 Initially, the agency experimented with more diverse, curvy models, but clients showed a preference for a more standardized, idealized look.
• 😀 Despite the rise of female AI models, there is still less interest from marketers in male AI influencers, even though the agency is creating more diverse representations.
• 😀 A new project involves designing an AI model to represent a car company's voice assistant, showcasing the growing role of AI influencers in 2024 marketing.

Q & A

What is the primary focus of the video script?

The video script focuses on the growing phenomenon of AI influencers, specifically virtual models like Itana, who have gained significant popularity on social media and are involved in lucrative endorsement deals.

How does Itana, the AI influencer, differ from traditional human influencers?

Itana is a completely virtual model, meaning she doesn't exist as a physical person. Instead, she is created using AI technology, allowing her to have a large social media following and generate revenue for her agency without being a real human.

What process is involved in creating an AI model like Itana?

Creating an AI model like Itana involves adjusting elements such as lighting, shadows, and backgrounds to make the virtual image appear as realistic as possible. The agency uses advanced AI technology to streamline this process, which now takes only a few hours instead of an entire day.

How much revenue can AI models like Itana generate through endorsements?

AI models like Itana can generate thousands of pounds per month through sponsored posts and brand endorsements. These endorsements are a key revenue source for the agencies that manage virtual influencers.

Why is Itana's virtual presence especially appealing to a certain demographic?

Itana's virtual presence is particularly appealing to a predominantly male audience. The agency behind her creation tailors her image to fit the preferences of this demographic, capitalizing on the popularity of fitness and idealized beauty standards.

What concerns do critics have regarding the rise of AI influencers like Itana?

Critics are concerned that AI influencers like Itana promote unrealistic beauty standards. Because these virtual models often embody an idealized, unattainable physique, followers, especially young people, may be influenced by distorted body image perceptions.

How does the AI agency respond to criticism about promoting unrealistic beauty standards?

Initially, the agency experimented with more diverse models, including curvier representations, but feedback from clients showed a preference for more standardized, idealized looks. The agency continues to face pressure to meet the aesthetic preferences of brands, although they are working on creating more diversity in their models.

How does the marketing of AI influencers compare to traditional human influencers?

AI influencers are marketed in a similar way to traditional human influencers. They are presented as embodying specific lifestyle choices, such as fitness and healthy living, and are used to promote various products, including nutrition and sports brands, just like human influencers.

What role do AI influencers like Itana play in the future of digital advertising?

AI influencers are becoming integral to digital advertising, especially in campaigns targeting younger audiences. Their ability to embody idealized images and appeal to specific demographics makes them powerful marketing tools, as seen in recent projects like the collaboration with a major car company for an in-car AI voice assistant.

Are male AI influencers as popular as female ones in the marketing world?

Male AI influencers have not seen the same level of interest from marketers as female models. The marketing industry seems to prioritize female AI influencers, reflecting broader trends in advertising where female beauty standards are often more emphasized.