Technology

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She posts selfies from concerts and her bedroom, while tagging brands such as hair care line Olaplex and lingerie giant Victoria’s Secret.

Aitana is a “virtual influencer” created using artificial intelligence tools, one of the hundreds of digital avatars that have broken into the growing $21 billion content creator economy.

Their emergence has led to worry from human influencers their income is being cannibalized and under threat from digital rivals.

That concern is shared by people in more established professions that their livelihoods are under threat from generative AI—technology that can spew out humanlike text, images and code in seconds.

Over the past few years, there have been high-profile partnerships between luxury brands and virtual influencers, including Kim Kardashian’s make-up line KKW Beauty with Noonoouri, and Louis Vuitton with Ayayi.

Instagram analysis of an H&M advert featuring virtual influencer Kuki found that it reached 11 times more people and resulted in a 91 percent decrease in cost per person remembering the advert, compared with a traditional ad.

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