In a challenging period, Rubén Cruz, founder of The Clueless agency, created Aitana, the first Spanish model generated by artificial intelligence (AI). Facing a slowdown in client projects last summer, Cruz analyzed the situation and discovered that many projects were delayed or canceled due to issues with influencers or models. In response, they decided to create their own influencer, Aitana, to serve as a model for approaching brands.
Aitana, a vibrant 25-year-old with pink hair from Barcelona, was designed to perfection. According to Cruz, the virtual model can earn up to €10,000 monthly, with an average of around €3,000. Cruz aimed to provide a better living without being dependent on individuals with egos or specific demands. Aitana’s income is diverse, earning just over €1,000 per advertisement. She has become the face of a sports supplement company and shares lingerie photos on Fanvue, a platform similar to OnlyFans.
In a few months, Aitana gained over 121,000 followers on Instagram, receiving thousands of views and reactions. She even receives private messages from celebrities unaware that she is not a real person. The agency team conducts weekly meetings to plan Aitana’s virtual life, deciding her activities, locations, and photos for her followers. There are no actual photoshoots; instead, a blend of AI and design experts uses Photoshop to create Aitana’s virtual experiences.
Unlike traditional models, Aitana has a distinct personality, described as a fitness enthusiast, determined, and complex. The agency realized that people follow lives, not just images, prompting them to create a backstory for Aitana. Aitana’s success led to the creation of a second virtual model, Maia, with both names containing the acronym for artificial intelligence (AI).
The agency now receives numerous requests from brands seeking their own personalized virtual models to represent brand values without continuity issues. The initiative also offers cost savings compared to real influencers, challenging existing pricing norms in the industry. While the initiative faces criticism for potentially influencing unrealistic beauty standards, the agency argues that they are simply following the aesthetics set by real influencers and brands. They believe that challenging the vision of brands is essential to change the system.
