Perspective: Lil Miquela and the Decline of the AI Influencer

Lil Miquela, boasting millions of followers, epitomizes the concept of the "virtual influencer." Nonetheless, her influence may be constrained.

Lil Miquela the AI influencer

Lil Miquela, recognized as "the first Western virtual influencer to attain global success," debuted on Instagram in 2016. Miquela Sousa, also known as Lil Miquela, captivated numerous individuals with her human-like visage, prompting speculation on whether she was a marketing ploy, based on a genuine individual, or an entirely different entity. In 2018, Trevor McFedries and Sara DeCou of the robotics and AI company Brud revealed their involvement with Lil Miquela. Miquela, a self-identified 19-year-old robot, has garnered around 2.7 million followers on Instagram, making her arguably the world's inaugural and most renowned AI influencer. She aligns with an expanding phenomenon of virtual influencers. This year, Lil Miquela has signed with CAA and is anticipated to generate around USD 10 million. According to Forbes, a somebody who is nonexistent is more successful than you. Allow that to be comprehended.

Notwithstanding her recent achievement, several assessments indicate that Lil Miquela appears to have diminished in allure. Her TikTok account has remained dormant since November 2022, her YouTube channel has not been refreshed in two years, and her Instagram account updates merely three times monthly, accompanied by a notable decline in fan engagement. LUXUO analyzes the factors that led to the decline of the virtual influencer.

The Ethical Disputes

The ethics of AI-generated characters frequently arise. For example, Shudu Gram. Shudu is a black CGI model conceived by the white fashion photographer Cameron-James Wilson circa 2017. By 2019, Shundu had been showcased in WWD and Vogue, and had led campaigns for Balmain and Ellesse. Shudu was subsequently characterized as a variant of “digital blackface,” with designer Cameron-James Wilson facing significant criticism for monetizing a Black model's web presence. While Shudu encountered criticism for blackface, Miquela received issue about queerbaiting in a 2019 Calvin Klein advertisement. In the video promotion, Miquela kisses supermodel Bella Hadid, prompting many to accuse the brand of exploiting and sexualizing Miquela. In that same year, Miquela encountered internet criticism following the release of a vlog in which she discussed her "experience" of sexual assault.

“Indeed, I felt this man's cold, substantial hand make contact with my leg, as if he were affirming my existence.” “His hand persistently rests there, caressing my skin,” she remarked of the “disturbing man” with whom she was allegedly sharing a Lyft. This prompted widespread criticism of Miquela for appropriating genuine, tragic narratives, since detractors believed the scenario was fabricated to enhance her perceived authenticity and relatability.

Is There a Necessity for AI Influencers?

As reported by Marketing Brew, firms such as Ogilvy, Balmain, and Old Spice are seeking collaborations with virtual influencers or, in certain instances, developing their own. Nonetheless, the swift advancement of technology, particularly in the realm of artificial intelligence, remains an area that is still being comprehended. Although luxury firms may be enticed by virtual influencers due to enhanced creative control, the digital landscape is ever evolving, and, succinctly, Miquela fails to adapt. Since its creation in 2016, the emergence of generative AI has transformed the digital landscape, producing increasingly sophisticated visuals, words, sounds, and movies that are ever more difficult to differentiate from reality. The technologies employed for Lil Miquela may be considered obsolete. The technology employed to develop a virtual influencer in 2021 would already be obsolete.

Public figures are increasingly using artificial intelligence. Meta is compensating a leading creative up to USD 5 million over two years for six hours of studio work to utilize their likeness as an AI assistant. Kendall Jenner's face is utilized for Billie, depicted as an older sister providing advise to consumers. Tom Brady portrays Bru, a chatbot designed for sports debate. Billie, rather than Kendall, is one of Meta's 28 AIs capable of interacting with users on Instagram, Messenger, and WhatsApp.

Miquela embodies the apprehensive notion that humans could be supplanted by artificial intelligence. This is a TikTok trend where increasingly more "real life" influencers are mimicking "non-player characters" or NPCs. Users broadcast themselves performing as “NPCs” utilizing scripted conversation, incorporating absurd expressions such as “ice cream so good” in reaction to gifts from their audience. Despite the perplexity surrounding these robotic (and potentially erotic) trends on the internet, it is the influencers who ultimately benefit, reportedly earning up to USD 7,000 daily for five catchphrases, according to The Guardian. This raises the question: if AI is advancing towards more lifelike virtual characters and "real-life" influencers are emulating AI, would a virtual influencer from 2016 possess any viability?