If 2023 was the year artificial intelligence challenged human expectations, 2024 could be the year virtual influencers take the stage in the media world. But who are these digital figures of the future, what do they do, and how much they earn?

Aitana Lopez, the first AI influencer to emerge in 2024, quickly conquered the fashion and lifestyle scene, engaging authentically with her followers. Her ability to analyze trends in real-time keeps her aligned with ever-changing audience preferences.

Rebecca Galani, on the other hand, has become the face of wellness and healthy living campaigns. Thanks to her capacity to provide personalized advice based on data, has reached a vast audience, showing that AI can be a valuable guide in promoting healthy lifestyles.

But what makes them so charming? The answer is their ability to continuously learn and personalize interactions, transcending the limitations of human influencers. They are accounts capable of captivating people’s attention and to interact online just like their human counterparts.

It’s funny it was communication agencies that first embraced this revolution, using AI influencers to amplify advertising campaigns.

Aitana Lopez was created by Rubén Cruz, founder of the modeling agency The Clueless, who has recently revealed that Aitana was born out of the need to avoid the whims of real influencers, who can lead to the cancellation of entire projects for quite weak reasons. Aitana’s peculiarity lies in her “personality” carefully planned through artificial intelligence. Her creators shaped her character to reflect social trends, giving her a strong, determined profile, with a passion for video games and fitness. This attention to detail has even led Aitana to messages from celebrities, highlighting the impact of her virtual existence.

This raises the inevitable question: are virtual influencers a threat to their real counterparts and for their work? Aitana’s ability to generate a massive following and attract celebrity attention suggests that virtual influencers may play an increasingly significant role in social media promotion. Will authenticity, personal experiences and the ability to establish emotional connections remain key elements that only a human being can offer?

Mahindra Racing Fornula E: communication strategy

How will the public welcome virtual influencers in the medium/long period? Mahindra, the Indian automotive manufacturer, only took 48 hours to get an answer. In early 2024, the Mahindra Racing Formula E team launched a virtual influencer to promote their activities. Known as @avabeyoundreality, she was introduced as the queen of sustainable technology and rebellious racing robot. However, Formula E fans inundated her with criticism, and also the journalist Alanis King pointed out the incoherency of promoting sustainability while inevitably consuming significant energy to create contents. The result? A team communication ends the collaboration with the AI influencer within 48 hours of the announcement, and the social profile was deleted.

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