Aitana is not your typical Instagram influencer. She is 25 years old, has pink hair, lives in Barcelona, and enjoys traveling, fashion, and music. She also has over 121,000 followers who admire her lifestyle and endorsements. But there is one thing that sets her apart from other influencers: she is not human. She is Spain’s first artificial intelligence (AI) model, created by a design agency called The Clueless.
Aitana was born out of the agency’s desire to have a reliable and versatile model for brands working with them. Unlike human influencers, who may have scheduling conflicts, personal issues, or ethical dilemmas, Aitana can be easily manipulated and controlled by the agency. Every week, the agency team decides what Aitana will do, where she will go, and what she will wear. Then, they use Photoshop and AI to create realistic scenarios and images for her Instagram account.
Aitana’s popularity and profitability have encouraged the agency to create another virtual model named Maia, with both names incorporating the acronym for AI. The agency also offers to create personalized virtual models for brands who want to have their own representatives without the hassle of dealing with human influencers.
However, not everyone is impressed by the rise of AI models. Some critics have raised ethical concerns about the impact of these models on society and the industry. They argue that AI models promote unrealistic and harmful beauty standards, especially for young people who may compare themselves to these flawless and idealized images. They also point out that AI models are highly sexualized and objectified, which may reinforce negative stereotypes and attitudes towards women.
The agency defends its choice of aesthetic by saying that it follows the existing trends and preferences of the market. The agency claims that it is not responsible for changing the system, but rather adapting to it. The agency believes that if brands want to have a different vision, they have to change their own strategies and expectations.
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