Meet the AI influencers ALREADY making millions from mega deals with fashion giants – could you tell they don’t exist?
Raw Text
Tech
IT'S MOLLY M-AI!
Grace Macaskill
Published : 16:30 ET, Jul 30 2023
Updated : 7:36 ET, Aug 2 2023
THEIR jet-set lifestyles, stunning wardrobes and perfect figures leave mere mortals drooling with envy.
Influencers Lil Miquela, Imma and supermodel Shudu have raked in millions from deals with fashion giants such as Dior, Calvin Klein, Chanel and Prada.
11
Last week, Nordic model Milla Sofia duped Twitter users into believing her bikini photos were authentic
Credit: Twitter / AiModelMilla
11
It comes amid a growing number of dupe profiles on social media - with computer-generated characters so realistic they can fool humans
Credit: Getty
Almost eight million fans on social media are fascinated by every detail of their lives, especially Lil Miquela’s relationship with fellow “star” Blawko.
But these shiny celebrities all have one thing in common — not one of them is real.
Welcome to the world of the virtual influencer, which is already estimated to be worth an eye-watering £3.5billion and is projected to grow by 26 per cent by 2025, experts claim.
Tech firms behind the computer-generated characters — made by graphic designers and digital artists using artificial intelligence — can rake in as much as £8,000 for a social media post by collaborating with big brands.
And the dupe profiles are so realistic, many followers are convinced they are humans.
Just last week, Nordic model Milla Sofia duped Twitter users into believing her glam bikini pics — supposedly posted from all over the world — were authentic.
Despite her account stating she is a “19-year-old robot girl”, fans were quick to call her gorgeous, sexy and beautiful, with just a handful of people pointing out she was made by AI.
Ted Murphy, founder of global influencer marketing firm IZEA, says the rise of virtual characters will transform the advertising landscape.
Most read in Tech
ICON GONE Friends fans mourn Matthew Perry as Chandler Bing's final line goes viral
ANSWERS AT LAST? Matthew Perry's cause of death updated by coroner in first statement
LAST MOMENTS Frantic 911 call from Matthew Perry's assistant could reveal cause of death
MOURNING MATT Matthew Perry’s ex-fiancee looks somber in first sighting since his death
He told The Sun: “They are not confined by human limitations.
“They can be in multiple places at once, speak any language, perform incredible feats and even undergo a total redesign at will.
“This offers boundless creative potential for brand storytelling, marketing and audience engagement.”
Instagram expert Estelle Keeber, of consultancy Immortalmonkey.co.uk , said AI streamers are becoming more and more popular because they offer brands a “high level of control” over their messaging.
She said: “AI doesn’t have personal biases or controversial opinions that could negatively impact brand image.
“They can maintain a consistent presence online, posting at predetermined times without fatigue, which ensures regular engagement with the target audience and potential customers.
“There is also a cost benefit. Instead of hiring expensive models and photographers, companies and brands can create stunning custom visuals with AI-generated characters which are budget friendly and still looking fabulous.”
But Estelle warned business chiefs to “strike a balance” between virtual and real influencers to avoid alienating customers.
In 2019, car maker Renault became one of the first global firms to create a virtual beauty for a TV advert, launching dark-haired Liv — an inoffensive everywoman in her 20s.
Samsung followed by hiring Lil Miquela — who is projected to earn £9million this year — for its #teamgalaxy campaign.
The 19-year-old “robot living in LA ” was named one of Time Magazine’s top 25 most influential people on the internet in 2018 and went on to star in an advert for Calvin Klein with top model Bella Hadid.
‘Mesmerising idea’
With 3.6million followers on TikTok and 2.7million on Instagram, Lil Miquela — created by American AI company Brud — is considered the Queen of virtual reality.
But there are plenty of other stars, including Shudu, with 240,000 Insta followers and who can command up to £400 per post, and Japanese creation Imma, who landed a deal to promote furniture giant Ikea.
11
But she calls for strict regulations - since as it develops, we may not know what is real any more
Credit: Getty
Presenter Lara Lewington, who co-hosts the BBC’s weekly flagship technology show Click, said the virtual influencers appeal to Gen Z, who are looking for novel engagement.
Though she is calling for strict regulations, amid fears of a future which blurs the lines between reality and fiction.
Lara told us: “In a way I think ‘Why not use AI?’. It’s a mesmerising idea and influencers can be created in the exact way companies want to create them.
“Firms have always embraced technology in advertising and this is just the latest way of doing things.
“Artificial intelligence will become embedded more and more around us and we, as humans, will decide what we want to engage with.
“Some people will be interested in it, while others will feel these influencers are a step too far.
“One of the big issues is that, as it develops, we may not know what’s real any more and you have to ask if that will become more and more of a problem on social media.
“Measures are being talked about to ensure people can differentiate.
“One idea is to watermark AI content, but it relies on creators to do it properly.”
There are also worries over how much power these fabricated figures could wield.
Bermuda is an American influencer who trash talks rivals and once pushed the Trump agenda before switching political allegiances when he left the White House.
She caused a furore in 2018 by posting: “It’s OK to be white. I said it and I’m not afraid to say it: I am proud to be a white woman.”
Journalist Lara says it is posts such as Bermuda’s that concern her.
She added: “Artificial intelligence is such an emotive subject because humanity can feel threatened, and if it can create a virtual person, you don’t want it creating a dictator with a whole agenda that can live on for ever.”
Statistics reveal that some 60 per cent of people follow at least one virtual influencer.
And among those who don’t, 51 per cent of social media users admitted they simply have no interest in them.
Figures from the Influencer Marketing factory also show that, of those who follow robot accounts, 28 per cent engage on TikTok and YouTube and around 20 per cent on TikTok.
PR expert Mark Borkowski believes AI can never compete with real brand ambassadors, even when they become embroiled in drama and scandal.
He said: “Although AI will tick all the boxes, an old-fashioned story always wins.
“People are drawn to things that are new and shiny and will dive in.
“But they can get bored quickly and move on.
“Just because someone follows something, it doesn’t mean they are actively engaging with it.
“Are you going to tell me that fake AI replaces the likes of Cristiano Ronaldo or Kylie Jenner ? Of course not.”
Below we highlight some of the top AI influencers . . .
Lil Miquela
11
Computer wizardry to create and mix music lets this 'influencer' have songs on Spotify
Credit: Instagram / lilmiquela
Worth: An estimated £10million and can charge up to £8,000 a post.
Profile: Claims to be a 19-year-old robot living in LA but was created by American AI company Brud.
Loves Cardi B, supports #blacklivesmatter and transgender rights.
Computer wizardry to create and mix music lets the Brazilian -American have songs on Spotify.
Has partnered with brands such as Pacsun and Prada.
Followers: 2.7million on Instagram, 3.6million on TikTok.
Controversy: Model Bella Hadid was accused of “queer baiting” after “kissing” Lil Miquela in a Calvin Klein advert. The firm later apologised.
Bermuda
11
Bermuda was valued at £440,000 a year until she mysteriously stopped posting in 2020 amid a row over her inventors
Credit: Instagram / bermudaisbae
Worth: Valued at £440,000 a year until she mysteriously stopped posting in 2020 amid a row over her inventors.
Profile: Trump supporter who trashed other influencers. Posted memes condemning Hillary Clinton .
Her virtual boyfriend is Blawko.
Followers: 244,000 on Instagram.
Controversy: Bermuda was thought to be the brainchild of mysterious US firm Cain Intelligence.
But when she allegedly hacked Lil Miquela’s profile in 2018, it sparked rumours she was also created by Brud.
Mikirah Muse
11
Mikirah is a curvy 'model' who calls herself a singer, DJ and producer
Credit: Instagram / mikirahmuse
Worth: £100 an Instagram post.
Profile: The curvy “model” first appeared on Instagram in February 2021, calling herself a singer, DJ and producer – but little else is known.
Appears to be based in America.
Followers: 3,500 on Instagram
Controversy: None . . . yet.
Milla Sofia
11
Milla set up her Instagram just profile last month, and already has 52,000 followers
Credit: Supplied
Worth: Having set up her Instagram profile just last month, there are not many financial details on Milla.
But with 52,000 followers, she could charge up to £350 a post on the platform.
Profile: Pictured in a selection of itsy-bitsy teeny-weeny bikinis.
Followers: 52.7k on Instagram, 90,000 on TikTok and 12.5k on Twitter (now X)
Controversy: Mila looks so realistic that X users were fooled into thinking she was real.
It appears many were too busy admiring her pictures to read her bio, where she describes herself as a “24-year-old robot girl living in Helsinki”.
Imma
11
Imma is Japan's first virtual model and took part in the 2020 Tokyo Paralympic Games closing ceremony
Credit: Instagram / imma
Worth: £505,000 a year and £1,000 a post.
Profile: Japan’s first virtual model, invented by tech firm Aww Inc, who is known for her bubblegum pink bob.
She has worked with top brands including Porsche Japan, Ikea, Dior, Puma, Nike, Valentino and Amazon.
Followers: 11,100 on Twitter (now X) and 399,000 on Instagram.
Controversy: Took part in the 2020 Tokyo Paralympic Games, where she “participated” in the closing ceremony, marking a first for the virtual world.
BLAWKO
11
Blawko is a streetwise 'bad boy' who once 'dated' Bermuda - leading to more questions as to who's behind the Trump-supporting influencer
Credit: Instagram/blawko22
Worth: An estimated £159,000 a year and £600 per Instagram post.
Profile: A streetwise bad boy who lives in LA and dates Lil Miquela.
They were created by the same tech firm, Brud.
Never seen without a mask covering his lower face, even before the pandemic.
He was once represented by top PR firm Huxley and has worked with fashion brands including Balenciaga and Supreme.
Followers: More than 224,000 on YouTube and 130,000 on Facebook.
Controversy: Once “dated” Lil Miquela’s rival Bermuda, which led to even more questions about who was behind the Trump -supporting influencer.
Shudu
11
Shudu's creator Cameron-James Wilson was accused of denying real black women the chance to model
Credit: Instagram / shudu.gram
Worth: Earns around £96,000 a year and can charge up to £400 a post.
Profile: The creation of British fashion photographer Cameron-James Wilson, she claims to be the world’s first AI supermodel.
Recently seen in Louis Vuitton cothing for a shoot in Harper’s Bazaar magazine.
Followers: 240,000 on Instagram.
Controversy: Cameron-James was accused of denying real black women the chance to model.
He later said: “There’s a big kind of movement with dark skin models. So she represents them and is inspired by them.”
Kyra
11
India's first meta-influencer Kyra attends music festivals worldwide and has endorsed Indian brands
Credit: Instagram / kyraonig
Worth: Not yet known
Profile: India’s first meta-influencer launched her career as a “dream chaser, model and traveller” last year.
She attends music festivals worldwide and has endorsed Indian brands including Morris Garages and Navro phones.
Read More on The US Sun
'INTO THE ABYSS' Britney Spears' ex reacts to 'near death' experience mentioned in memoir
NO JUSTICE US tourist's family slams 'catch 22' & plans new legal action 1 year after death
Followers: 215,000 on Instagram and 1,800 on YouTube.
Controversy: Instagram critics claim that she looks “cartoonish”, with one saying: “The human vibe we get is lost.”
Artificial Intelligence
Features
Influencers
Print Features
Social media
The Sun Newspaper
TikTok
India
Japan
United States
Single Line Text
Tech. IT'S MOLLY M-AI! Grace Macaskill. Published : 16:30 ET, Jul 30 2023. Updated : 7:36 ET, Aug 2 2023. THEIR jet-set lifestyles, stunning wardrobes and perfect figures leave mere mortals drooling with envy. Influencers Lil Miquela, Imma and supermodel Shudu have raked in millions from deals with fashion giants such as Dior, Calvin Klein, Chanel and Prada. 11. Last week, Nordic model Milla Sofia duped Twitter users into believing her bikini photos were authentic. Credit: Twitter / AiModelMilla. 11. It comes amid a growing number of dupe profiles on social media - with computer-generated characters so realistic they can fool humans. Credit: Getty. Almost eight million fans on social media are fascinated by every detail of their lives, especially Lil Miquela’s relationship with fellow “star” Blawko. But these shiny celebrities all have one thing in common — not one of them is real. Welcome to the world of the virtual influencer, which is already estimated to be worth an eye-watering £3.5billion and is projected to grow by 26 per cent by 2025, experts claim. Tech firms behind the computer-generated characters — made by graphic designers and digital artists using artificial intelligence — can rake in as much as £8,000 for a social media post by collaborating with big brands. And the dupe profiles are so realistic, many followers are convinced they are humans. Just last week, Nordic model Milla Sofia duped Twitter users into believing her glam bikini pics — supposedly posted from all over the world — were authentic. Despite her account stating she is a “19-year-old robot girl”, fans were quick to call her gorgeous, sexy and beautiful, with just a handful of people pointing out she was made by AI. Ted Murphy, founder of global influencer marketing firm IZEA, says the rise of virtual characters will transform the advertising landscape. Most read in Tech. ICON GONE Friends fans mourn Matthew Perry as Chandler Bing's final line goes viral. ANSWERS AT LAST? Matthew Perry's cause of death updated by coroner in first statement. LAST MOMENTS Frantic 911 call from Matthew Perry's assistant could reveal cause of death. MOURNING MATT Matthew Perry’s ex-fiancee looks somber in first sighting since his death. He told The Sun: “They are not confined by human limitations. “They can be in multiple places at once, speak any language, perform incredible feats and even undergo a total redesign at will. “This offers boundless creative potential for brand storytelling, marketing and audience engagement.” Instagram expert Estelle Keeber, of consultancy Immortalmonkey.co.uk , said AI streamers are becoming more and more popular because they offer brands a “high level of control” over their messaging. She said: “AI doesn’t have personal biases or controversial opinions that could negatively impact brand image. “They can maintain a consistent presence online, posting at predetermined times without fatigue, which ensures regular engagement with the target audience and potential customers. “There is also a cost benefit. Instead of hiring expensive models and photographers, companies and brands can create stunning custom visuals with AI-generated characters which are budget friendly and still looking fabulous.” But Estelle warned business chiefs to “strike a balance” between virtual and real influencers to avoid alienating customers. In 2019, car maker Renault became one of the first global firms to create a virtual beauty for a TV advert, launching dark-haired Liv — an inoffensive everywoman in her 20s. Samsung followed by hiring Lil Miquela — who is projected to earn £9million this year — for its #teamgalaxy campaign. The 19-year-old “robot living in LA ” was named one of Time Magazine’s top 25 most influential people on the internet in 2018 and went on to star in an advert for Calvin Klein with top model Bella Hadid. ‘Mesmerising idea’ With 3.6million followers on TikTok and 2.7million on Instagram, Lil Miquela — created by American AI company Brud — is considered the Queen of virtual reality. But there are plenty of other stars, including Shudu, with 240,000 Insta followers and who can command up to £400 per post, and Japanese creation Imma, who landed a deal to promote furniture giant Ikea. 11. But she calls for strict regulations - since as it develops, we may not know what is real any more. Credit: Getty. Presenter Lara Lewington, who co-hosts the BBC’s weekly flagship technology show Click, said the virtual influencers appeal to Gen Z, who are looking for novel engagement. Though she is calling for strict regulations, amid fears of a future which blurs the lines between reality and fiction. Lara told us: “In a way I think ‘Why not use AI?’. It’s a mesmerising idea and influencers can be created in the exact way companies want to create them. “Firms have always embraced technology in advertising and this is just the latest way of doing things. “Artificial intelligence will become embedded more and more around us and we, as humans, will decide what we want to engage with. “Some people will be interested in it, while others will feel these influencers are a step too far. “One of the big issues is that, as it develops, we may not know what’s real any more and you have to ask if that will become more and more of a problem on social media. “Measures are being talked about to ensure people can differentiate. “One idea is to watermark AI content, but it relies on creators to do it properly.” There are also worries over how much power these fabricated figures could wield. Bermuda is an American influencer who trash talks rivals and once pushed the Trump agenda before switching political allegiances when he left the White House. She caused a furore in 2018 by posting: “It’s OK to be white. I said it and I’m not afraid to say it: I am proud to be a white woman.” Journalist Lara says it is posts such as Bermuda’s that concern her. She added: “Artificial intelligence is such an emotive subject because humanity can feel threatened, and if it can create a virtual person, you don’t want it creating a dictator with a whole agenda that can live on for ever.” Statistics reveal that some 60 per cent of people follow at least one virtual influencer. And among those who don’t, 51 per cent of social media users admitted they simply have no interest in them. Figures from the Influencer Marketing factory also show that, of those who follow robot accounts, 28 per cent engage on TikTok and YouTube and around 20 per cent on TikTok. PR expert Mark Borkowski believes AI can never compete with real brand ambassadors, even when they become embroiled in drama and scandal. He said: “Although AI will tick all the boxes, an old-fashioned story always wins. “People are drawn to things that are new and shiny and will dive in. “But they can get bored quickly and move on. “Just because someone follows something, it doesn’t mean they are actively engaging with it. “Are you going to tell me that fake AI replaces the likes of Cristiano Ronaldo or Kylie Jenner ? Of course not.” Below we highlight some of the top AI influencers . . . Lil Miquela. 11. Computer wizardry to create and mix music lets this 'influencer' have songs on Spotify. Credit: Instagram / lilmiquela. Worth: An estimated £10million and can charge up to £8,000 a post. Profile: Claims to be a 19-year-old robot living in LA but was created by American AI company Brud. Loves Cardi B, supports #blacklivesmatter and transgender rights. Computer wizardry to create and mix music lets the Brazilian -American have songs on Spotify. Has partnered with brands such as Pacsun and Prada. Followers: 2.7million on Instagram, 3.6million on TikTok. Controversy: Model Bella Hadid was accused of “queer baiting” after “kissing” Lil Miquela in a Calvin Klein advert. The firm later apologised. Bermuda. 11. Bermuda was valued at £440,000 a year until she mysteriously stopped posting in 2020 amid a row over her inventors. Credit: Instagram / bermudaisbae. Worth: Valued at £440,000 a year until she mysteriously stopped posting in 2020 amid a row over her inventors. Profile: Trump supporter who trashed other influencers. Posted memes condemning Hillary Clinton . Her virtual boyfriend is Blawko. Followers: 244,000 on Instagram. Controversy: Bermuda was thought to be the brainchild of mysterious US firm Cain Intelligence. But when she allegedly hacked Lil Miquela’s profile in 2018, it sparked rumours she was also created by Brud. Mikirah Muse. 11. Mikirah is a curvy 'model' who calls herself a singer, DJ and producer. Credit: Instagram / mikirahmuse. Worth: £100 an Instagram post. Profile: The curvy “model” first appeared on Instagram in February 2021, calling herself a singer, DJ and producer – but little else is known. Appears to be based in America. Followers: 3,500 on Instagram. Controversy: None . . . yet. Milla Sofia. 11. Milla set up her Instagram just profile last month, and already has 52,000 followers. Credit: Supplied. Worth: Having set up her Instagram profile just last month, there are not many financial details on Milla. But with 52,000 followers, she could charge up to £350 a post on the platform. Profile: Pictured in a selection of itsy-bitsy teeny-weeny bikinis. Followers: 52.7k on Instagram, 90,000 on TikTok and 12.5k on Twitter (now X) Controversy: Mila looks so realistic that X users were fooled into thinking she was real. It appears many were too busy admiring her pictures to read her bio, where she describes herself as a “24-year-old robot girl living in Helsinki”. Imma. 11. Imma is Japan's first virtual model and took part in the 2020 Tokyo Paralympic Games closing ceremony. Credit: Instagram / imma. Worth: £505,000 a year and £1,000 a post. Profile: Japan’s first virtual model, invented by tech firm Aww Inc, who is known for her bubblegum pink bob. She has worked with top brands including Porsche Japan, Ikea, Dior, Puma, Nike, Valentino and Amazon. Followers: 11,100 on Twitter (now X) and 399,000 on Instagram. Controversy: Took part in the 2020 Tokyo Paralympic Games, where she “participated” in the closing ceremony, marking a first for the virtual world. BLAWKO. 11. Blawko is a streetwise 'bad boy' who once 'dated' Bermuda - leading to more questions as to who's behind the Trump-supporting influencer. Credit: Instagram/blawko22. Worth: An estimated £159,000 a year and £600 per Instagram post. Profile: A streetwise bad boy who lives in LA and dates Lil Miquela. They were created by the same tech firm, Brud. Never seen without a mask covering his lower face, even before the pandemic. He was once represented by top PR firm Huxley and has worked with fashion brands including Balenciaga and Supreme. Followers: More than 224,000 on YouTube and 130,000 on Facebook. Controversy: Once “dated” Lil Miquela’s rival Bermuda, which led to even more questions about who was behind the Trump -supporting influencer. Shudu. 11. Shudu's creator Cameron-James Wilson was accused of denying real black women the chance to model. Credit: Instagram / shudu.gram. Worth: Earns around £96,000 a year and can charge up to £400 a post. Profile: The creation of British fashion photographer Cameron-James Wilson, she claims to be the world’s first AI supermodel. Recently seen in Louis Vuitton cothing for a shoot in Harper’s Bazaar magazine. Followers: 240,000 on Instagram. Controversy: Cameron-James was accused of denying real black women the chance to model. He later said: “There’s a big kind of movement with dark skin models. So she represents them and is inspired by them.” Kyra. 11. India's first meta-influencer Kyra attends music festivals worldwide and has endorsed Indian brands. Credit: Instagram / kyraonig. Worth: Not yet known. Profile: India’s first meta-influencer launched her career as a “dream chaser, model and traveller” last year. She attends music festivals worldwide and has endorsed Indian brands including Morris Garages and Navro phones. Read More on The US Sun. 'INTO THE ABYSS' Britney Spears' ex reacts to 'near death' experience mentioned in memoir. NO JUSTICE US tourist's family slams 'catch 22' & plans new legal action 1 year after death. Followers: 215,000 on Instagram and 1,800 on YouTube. Controversy: Instagram critics claim that she looks “cartoonish”, with one saying: “The human vibe we get is lost.” Artificial Intelligence. Features. Influencers. Instagram. Print Features. Social media. The Sun Newspaper. TikTok. India. Japan. United States.