Artificial intelligence (AI) influencers are transforming the world of digital marketing, with some AI models now attracting hundreds of thousands of followers and securing profitable sponsorship deals. One standout AI influencer is Itana, a virtual model renowned for her stylish pink hair and striking online persona. Created about a year ago, Itana has quickly gained a massive following and generates substantial income for her agency in Barcelona, primarily through brand sponsorships and partnerships.
Virtual Photoshoots: A Model Without a Physical Presence
Unlike traditional photoshoots, creating content for Itana doesn’t require a physical model. In a photoshoot featuring Itana, her team crafts realistic images through meticulous adjustments of lighting and shadows, simulating the presence of a real person. “We always aim to make it as close as possible to a real influencer’s image,” says her agency. With advancements in AI technology, this editing process now takes only a few hours, a significant reduction from the initial full-day effort.
Monetizing the Virtual Persona
Itana’s creators generate substantial revenue, charging thousands for each sponsored post and endorsement. Her brand partnerships, specifically with companies targeting a mostly male demographic, highlight the market’s growing interest in virtual influencers. This digital presence enables brands to reach a dedicated audience that engages with Itana as if she were a human influencer.
Addressing the Concerns: Unrealistic Beauty Standards
However, the popularity of AI influencers like Itana raises some ethical concerns. As her fanbase includes young teens, her flawless, AI-generated appearance could contribute to unrealistic beauty standards, especially among young audiences who may not realize she is not a real person. “AI models are setting an unrealistic beauty standard that looks close enough to real that many followers, especially teens, might not understand they’re artificial,” says one observer. This trend mirrors the broader landscape of social media, where curated images often lead to comparisons and body image concerns.
Itana is marketed as a fitness enthusiast who promotes a healthy lifestyle and partners with nutrition and sports brands. While these endorsements align with her projected image, some followers express dissatisfaction with the perceived perfection she represents. In response to these concerns, the agency initially attempted to create more diverse body types, such as curvier models, but found that clients preferred the more standardized appearance.
Evolving Diversity Among AI Models
The agency has since broadened its AI portfolio, designing models with diverse appearances and even including male models. However, the demand for male AI influencers remains relatively low. Currently, the team is working on a high-profile project to develop an AI model for a major car brand, creating a virtual persona to represent the brand’s in-car voice assistant.