Famous bloggers and Internet personalities are sounding the alarm over a new trend: non-existent characters crafted with artificial intelligence are gaining popularity. Industry voices warn that content creators could see their earnings squeezed as AI stars compete for attention and sponsorships, reshaping the influencer economy in ways traditional creators never anticipated. This shift is being closely watched by media outlets like the Financial Times, which have highlighted the speed and scale at which digital personas can amass followers and monetize attention.
One standout example is Aitana Lopez, a fictional, pink-haired avatar who has attracted a following exceeding two hundred thousand across social platforms. This virtual influencer has already appeared in campaigns for recognizable brands such as Olaplex and Victoria’s Secret. Creators behind these digital characters report average promotional fees around a thousand dollars per campaign, underscoring the rapid monetization potential of virtual identities and the pressure it places on real-life creators to compete for brand partnerships.
Industry observers note that the personas behind digital avatars are synthetic by design and not living people. This observation has practical implications for transparency, authenticity, and consumer trust as audiences weigh the credibility of what they see online. The ongoing debate raises questions about how audiences interpret endorsements when the endorser is a crafted personality rather than a person with a traditional backstory.
Regulators are paying attention to the rise of virtual influencers within the advertising market. The UK Advertising Standards Authority has acknowledged the growing presence of these digital figures, while acknowledging that current regulations do not require explicit disclosure of artificial intelligence origins for online celebrities in the United Kingdom. This gap between innovation and disclosure is a focal point for policymakers who are weighing consumer protection alongside the creative possibilities of AI-driven marketing.
Other markets are already grappling with the issue. In India, for instance, regulations explicitly require creators to disclose their digital identities when presenting virtual characters to the public. Industry players in other regions argue that virtual celebrities are perturbing an already inflated and competitive influencer market, arguing that audiences deserve clarity about who is behind the personas they follow and engage with online.
“The surge in influencer rates has taken many by surprise and sparked a wave of experimentation,” remarked a founder involved in global influencer campaigns. One such executive, Diana Nunez, co-founder of the Barcelona-based agency The Clueless, discussed the origin story of their most famous avatar, noting that the journey began with a bold creation that quickly evolved into a cultural phenomenon. The sentiments reflect a broader sense of awe and caution as teams navigate the opportunities and risks of AI-driven fame.
In a related development, Microsoft has showcased progress in neural-network technology that can generate virtual avatars from photographic inputs, signaling a future where digital likenesses can be produced with increasingly little human intervention. This capability accelerates the potential for scalable, image-based character creation and opens questions about rights, attribution, and the boundaries between fiction and advertisement across markets.