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AI offers opportunities to social media influencers but also presents risks – Copyright AFP John MACDOUGALL<\/small><\/em><\/p>\nMarie-Morgane LE MOEL<\/em><\/p>\nSocial media influencers have embraced artificial intelligence to spice up their content but they are also facing growing competition from AI-generated Instagramers, TikTokers and YouTubers.<\/p>\n
Sporting pink hair and posing in lingerie, swimsuits or gym outfits, Aitana Lopez has more than 300,000 followers on Instagram where she is described as a \u201cgamer at heart\u201d and \u201cfitness lover\u201d \u2014 except she\u2019s not real.<\/p>\n
Aitana was created by The Clueless, a Barcelona-based company that describes itself as an \u201cAI modeling agency\u201d run by \u201cvisionaries on a mission to redefine the world of influencers\u201d.<\/p>\n
Sofia Novales, project manager at The Clueless, said the \u201crising costs associated with human influencers\u201d was a reason behind the company\u2019s creation.<\/p>\n
\u201cVirtual models, being digital, present a more economical alternative,\u201d Novales said.<\/p>\n
Another plus: total control over content.<\/p>\n
\u201cThe advantages lie in unparalleled creative control, allowing seamless decision-making on image, fashion, and aesthetics without the need for physical photoshoots,\u201d Novales said.<\/p>\n
The rise of AI has fuelled concerns about the proliferation of deepfake videos that could be used maliciously.<\/p>\n
Meta, owner of Facebook and Instagram, said Friday it would start putting \u201cMade with AI labels\u201d on AI-generated content in May.<\/p>\n
AI presents a huge business opportunity for content creators: The influencer market is expected to grow rapidly, from $16.5 billion in 2022 to nearly $200 billion by 2032, according to Allied Market Research.<\/p>\n
\u2013 Younger audience\u00a0\u2013<\/p>\n
Using virtual influencers is not new: Barbie already has millions of followers on Instagram.<\/p>\n
But they are now being used in advertisements where they can\u2019t be told apart from a real person.<\/p>\n
Take Lil Miquela, a \u201c19-year-old Robot living in LA\u201d created by a California agency in 2016.<\/p>\n
With 2.6 million followers on Instagram and 3.5 million on TikTok, Lil Maqueta has promoted brands as big as BMW.<\/p>\n
The idea was to \u201ccreate something never seen before,\u201d the German premium carmaker said in a statement to AFP.<\/p>\n
\u201cAttracting a younger, technology-savvy generation is for us the icing on the cake,\u201d it said.<\/p>\n
Maud Lejeune, who heads up the Paris-based digital strategy agency AD Crew, said that it isn\u2019t difficult for the public to accept AI influencers.<\/p>\n
\u201cIt\u2019s like actors on TV: we know it isn\u2019t real yet we follow them and we find it interesting, it\u2019s like watching a mini-series.\u201d<\/p>\n
AD Crew represents more than 30 influencers, but Lejeune created her own virtual influencer, Metagaya, two years ago.<\/p>\n
\u201cThe current level of design didn\u2019t exist then. It\u2019s technical, you\u2019ve got to dress them, take photos for the background, create a story,\u201d said Lejeune, acknowledging that Metagaya didn\u2019t turn out very well.<\/p>\n
The rapid technological progress brought by the likes of OpenAI\u2019s Sora video generator could make it easier to create and operate realistic virtual influencers.<\/p>\n
\u2013 Deepfakes \u2013<\/p>\n
Human influencers are also seizing on AI technology to make better videos.<\/p>\n
France\u2019s Charles Sterlings sees an opportunity to improve translations.<\/p>\n
He uses different tools on platforms like HeyGen and Rask.ai to automatically translate and lip-sync his video posts into English and Spanish.<\/p>\n
Sterlings also uses Deepshot, a platform that allows users to create deepfakes by changing the words and mouth movement of people in real videos.<\/p>\n
He said it took him just a few minutes and a few dollars to manipulate a video of French President Emmanuel Macron.<\/p>\n
But Sterlings sees the technology as a competitor as well as a useful tool.<\/p>\n
\u201cAnyone with a phone can be an influencer. But eventually, it will be artificial intelligence, available 24 hours a day, and much cheaper to develop,\u201d he said.<\/p>\n
For Maud Lejeune, AI can help influencers produce more content.<\/p>\n
\u201cIt\u2019s tough to put yourself in front of the camera for a long time and certain creators burn out\u2026 Maybe AI will provide a new way to create without exposing oneself,\u201d she said.<\/p>\n
The Clueless has no qualms about its AI models taking away business from real influencers.<\/p>\n
\u201cWe don\u2019t foresee real models becoming obsolete or replaced by AI-generated models like Aitana,\u201d said Novales. \u201cIn our view, they can coexist as another competition of the industry.\u201d<\/p>\n<\/p><\/div>\n
AI vs humans: influencers face competition from virtual models
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#humans #influencers #face #competition #virtual #models<\/p>\n","protected":false},"excerpt":{"rendered":"
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