AI influencers are no longer novelty items and are now a real part of the creator economy. Lil’ Miquela, a created character that first appeared in 2016, has walked red carpets, appeared in campaigns for companies such as Prada and Calvin Klein, recorded songs, and gained millions of followers (Lil Miquela, 2025). Miquela’s never tried to hide the fact that she is artificial, but has been able to build trust with followers who interact with her as if she were real (Economic Times, 2025).
Now let’s talk about Mia Zelu, a newer AI influencer who drew lots of attention when her photorealistic impressions of images at Wimbledon went viral (Mia Zelu, 2025). A fair amount of her fan base thought she was at Wimbledon, even though her profile did have a slight, tucked disclaimer that stated she was a “digital creator & influencer AI.” The potential of plausibility with some disclaimers highlights the opportunity and risk that exists with artificial figures; they may be highly convincing and yet also possibly mistaken at an non-aware interval to be a real person (Independent, 2025).
The EU AI Act does provide some insight on this. Article 50 requires that AI content deemed to have been (possibly manipulated by) AI should be clearly labelled (possibly with some kind of tagging or watermark), so audiences are aware when they are being presented with synthetic media, especially when advertising or posting sponsored posts (European Parliament, 2023). But it is already apparent how there would be grey areas, what does “clearly” mean in this context, and how regulators are going to enforce these provisions, considering there is no accountability with international social platforms?
As lawmakers are working through these varied issues, the cash is rolling in. Brands are increasingly more interested in working with AI Influencers due to their ability to not age, never create a scandal, and can be created for any marketing intention. They can also monetize behind the scenes and cut deals for the content they have created in the form of sponsorship deals, licensing deals, virtual performances, and even digital merchandise. Lil Miquela has pulled in millions in brand partnerships, showing us that companies are willing to dump money, sometimes hundreds of thousands into influence that simply does not exist in the physical world (Economic Times, 2025).
The rise of AI influencers makes us rethink both online authenticity and what it means to be a “creator” and monetize it. If digital characters are getting contracts and creating followings, what does that mean for human influencers competing against each other for people’s time and money? Should we view AI influencers as tools, as businesses, or as new types of celebrities?
References:
Economic Times. (2025, September 7). Who are Mia Zelu and Lil Miquela? The rich, famous and fake influencers. The Economic Times. https://economictimes.indiatimes.com/news/international/us/who-are-mia-zelu-and-lil-miquela-the-rich-famous-and-fake-set-of-influencers/articleshow/123743591.cms
European Parliament. (2023, October). Generative AI: Watermarking and transparency requirements (EPRS Briefing). European Parliamentary Research Service. https://www.europarl.europa.eu/RegData/etudes/BRIE/2023/757583/EPRS_BRI(2023)757583_EN.pdf
Independent. (2025, July 9). Wimbledon AI influencer Mia Zelu confuses fans on Instagram. The Independent. https://www.independent.co.uk/life-style/wimbledon-ai-influencer-mia-zelu-instagram-b2787956.html
Lil Miquela [@lilmiquela]. (n.d.). Lil Miquela (official profile) [Instagram profile]. Instagram. Retrieved September 12, 2025, from https://www.instagram.com/lilmiquela/
Mia Zelu [@miazelu]. (n.d.). Mia Zelu (official profile) [Instagram profile]. Instagram. Retrieved September 12, 2025, from https://www.instagram.com/miazelu/?hl=en
Official Journal of the European Union. (2024). Regulation (EU) 2024/1689 of the European Parliament and of the Council on Artificial Intelligence (AI Act). https://artificialintelligenceact.eu/article/50/
