influencers – Social Blog

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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/

5/5 (3) Do you also catch yourself mindlessly scrolling through Instagram whenever you have got some time to spare? Believe me, you are not alone. But have you ever wondered how all these images of other people’s bodies may affect how you view your own body? No matter whether these pictures are your friend’s holiday picture, influencers’ gym selfie, or a celebrity’s beach photoshoot. You may think by yourself: “I wish I looked like her”.

Nowadays, the usage of social media is gradually growing and has already infiltrated into our daily lives. Instagram creates the illusion of perfection which is perceived by many as the beauty standards. In contrary to these beauty standards, our normal non-perfect lives seem somehow abnormal. As a result, some people may resort to drastic measures, or even eating disorders as their dissatisfaction with their body grows to try to achieve these unattainable goals as “beauty standards” (Dakanalis et al. 2014).

As we are scrolling through Instagram or posting pictures of ourselves, negative thoughts about our own body may arise (Holland & Tiggermann, 2016). A harsh comment by someone may result in dissatisfaction with our own body as many of us tend to interpret our social standing through comments or social comparison (Toma et al. 2008). A nice example is a video I encountered a few years ago by Cassey Ho, a social media fitness entrepreneur. Please watch the video below.

This video reflected how the comments by others on social media may affect how we feel about our own body. It made me start wondering how much of what we see are real on Instagram. Nowadays, there are numerous apps for altering your face and body as well as beauty filters to cover your imperfections (Fallon, 2014). Many of the pictures we see online are altered to enhance their features before it goes online. Even if I do not want to admit it, I will often find myself comparing to these influencers as well. I believe many followers of these Insta-celebrities do as well and what these followers think, actually becomes the new beauty standard.

This is just how trends work; they are going in and out like a fast fashion. Back in the day, flat chest and slim waist were in and now curvy body, thick lips and big booty are in. What is next? What do you think about the current beauty standard that is defined by altered pictures as the result of the current technology? Are you able to catch up with the current trend or will you rather alter yourself just to fit in? Let me know in the comments below!

Sources:

Dakanalis, A., Clerici, M., Caslini, M., Favagrossa, L., Prunas, A., Volpato, C., & Zanetti, M. A. (2014). Internalization of sociocultural standards of beauty and disordered eating behaviours: the role of body surveillance, shame and social anxiety. Journal of Psychopathology, 20, 33-37.

Ho, C. (2015) The “Perfect” Body [Video File]. Retrieved from https://www.youtube.com/watch?v=PsL7W-GHhJA

Holland, G., & Tiggemann, M. (2016). A systematic review of the impact of the use of social networking sites on body image and disordered eating outcomes. Body image, 17, 100-110.

Fallon, K. (2014). Streams of the self: The Instagram feed as narrative autobiography. In Proceedings of the interactive narratives, new media & social engagement international conference (Vol. 101, pp. 54-60).

Toma, C. L., Hancock, J. T., & Ellison, N. B. (2008). Separating fact from fiction: An examination of deceptive self-presentation in online dating profiles. Personality and Social Psychology Bulletin, 34(8), 1023-1036.

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