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How Ruben Cruz and Clueless used the gorgeous influencer Aitana Lopez to fool the world

With an impressive social media following exceeding 172,000, Aitana has reportedly secured advertising deals worth more than $1,000 per Instagram post

BARCELONA, SPAIN: Aitana Lopez, a 25-year-old with striking pink hair and a perfectly toned physique from Barcelona, has emerged as a sensation in the modeling industry.

However, it must be noted that Aitana is not a product of a genetic lottery but an artificial intelligence creation, challenging the conventional notions of beauty and talent in the world of fashion.

With an impressive social media following exceeding 172,000, Aitana has reportedly secured advertising deals worth more than $1,000 per Instagram post.

Her carefully curated Instagram feed showcases her posing in outfits from iconic brands like Guess, Brandy Melville, and Victoria's Secret, strategically tagging the haircare brand Olaplex for her vibrant hair.

Agency behind the creation of Spanish AI influencer Aitana

The revelation that Aitana is entirely digital raises ethical questions about authenticity and transparency in the industry. The brains behind this experimental approach to modeling belong to The Clueless, a so-called "modeling agency" that boldly operates without any human models.

Ruben Cruz, the visionary founder of The Clueless, explained the motivation behind Aitana's creation, stating, "We started analyzing how we were working and realized that many projects were being put on hold or canceled due to problems beyond our control. Often it was the fault of the influencer or model and not due to design issues."

Cruz sees Aitana as a solution to the challenges posed by human talent, highlighting her lack of biological needs and financial expectations.

Her existence as a virtual influencer is no secret to the companies booking her. In fact, Cruz and The Clueless emphasize that the appeal lies in the potential time and cost savings associated with hiring Aitana over a real human model.

"We did it so that we could make a better living and not be dependent on other people who have egos, who have manias, or who just want to make a lot of money by posing," explained Cruz.

Criticisms regarding fashion industry's AI revolution

The fashion industry's embrace of AI models is not limited to The Clueless and Aitana. Major clothing brands like Levi's, Tommy Hilfiger, and Calvin Klein have joined the virtual employer ranks, signaling a potential shift in the dynamics of the industry.

Levi's faced backlash when it announced plans to use AI-generated models to increase diversity in terms of size, body type, age, and skin color. Critics questioned why the company wouldn't opt for real models from diverse backgrounds instead.

Film director Peter Ramsey expressed skepticism, stating, "Very efficient, Levi's! Laziness, cheapness, and cynicism all in one stroke."

The debate surrounding AI models extends beyond the fashion industry. As automation threatens jobs across various sectors, the emergence of AI influencers like Aitana raises concerns about the future of creative and human-centered professions.

The Clueless aims to address this by making Aitana more than just a pretty face.

"In the first month, we realized that people follow lives, not images. Since she is not alive, we had to give her a bit of reality so that people could relate to her in some way. We had to tell a story," noted Cruz.

To achieve this, they've crafted Aitana as a virtual personality, incorporating elements of gaming and fitness into her character, according to Fortune.

Regulatory dilemmas regarding AI influencers

As AI continues to infiltrate various industries, there is growing uncertainty about whether lawmakers will include AI-generated models in future regulations. The rapid expansion of companies venturing into AI models suggests that they are becoming more numerous and affordable, posing potential challenges to real human models.

Despite the efficiency and cost-effectiveness of AI models, they have not been universally embraced. Critics argue that AI models risk draining humanity from the fashion industry, emphasizing the irreplaceable role of real human models, as reported by the Daily Mail.

While it's too early to definitively say whether AI models are taking jobs away from real people, the increasing presence of companies in this field suggests a growing trend.

Compared to the usual influencers who command substantial fees, even popular AI influencers like Lil Miquela reportedly offer a more budget-friendly option.

Miquela, one of the first virtual influencers with 2.7 million followers on Instagram, reportedly charges around $10,000 per post, a fraction of what a real person with a similar following might command.

Furthermore, the affordability of AI influencers raises questions about the potential impact on job markets and the broader implications for creative industries.