Joe Tidey

Yeah, and that was interesting when we were in Barcelona because we went out on a shoot with them and they talked us through the process of how they take pictures of nothing and then pictures with someone on the team and then they just swap out the person for Aitana. And it's so sophisticated, this artificial intelligence machine they've built.

Yeah, and that was interesting when we were in Barcelona because we went out on a shoot with them and they talked us through the process of how they take pictures of nothing and then pictures with someone on the team and then they just swap out the person for Aitana. And it's so sophisticated, this artificial intelligence machine they've built.

They wouldn't say exactly which piece of software it is, but we can imagine it's... sort of stable diffusion plus others. They are open source, of course, so anyone can download those and tweak them and use them. And they wrote in Aitana on a sunny day enjoying so-and-so in the park. Press to go.

They wouldn't say exactly which piece of software it is, but we can imagine it's... sort of stable diffusion plus others. They are open source, of course, so anyone can download those and tweak them and use them. And they wrote in Aitana on a sunny day enjoying so-and-so in the park. Press to go.

Yeah, very picturesque already. But the software made about 25 different variations of Aitana in that position.

Yeah, very picturesque already. But the software made about 25 different variations of Aitana in that position.

Different poses, different outfits. At one point, for some reason, it put a leather hat on her head and the team started laughing because they were like, oh, Aitana would never wear that.

Different poses, different outfits. At one point, for some reason, it put a leather hat on her head and the team started laughing because they were like, oh, Aitana would never wear that.

Which made me laugh because, of course, she doesn't exist.

Which made me laugh because, of course, she doesn't exist.

True.

True.

Well, that's the one they always come back to is the fact that they are fully in control of this person. They can run her ragged because she doesn't exist. But I think there's also an element here of the novelty factor, because there are some brands out there who know that Aitana is AI, know that she's got this almost iconic background of how she created and how she's become so famous.

Well, that's the one they always come back to is the fact that they are fully in control of this person. They can run her ragged because she doesn't exist. But I think there's also an element here of the novelty factor, because there are some brands out there who know that Aitana is AI, know that she's got this almost iconic background of how she created and how she's become so famous.

We should say as well, she's got 335,000 followers on Instagram. So she is As far as I could find, the most popular, this new wave of realistic looking models. So there's the novelty element, but there's also the fact that she looks how she looks, that are really getting people excited. And she's done a lot of brand deals.

We should say as well, she's got 335,000 followers on Instagram. So she is As far as I could find, the most popular, this new wave of realistic looking models. So there's the novelty element, but there's also the fact that she looks how she looks, that are really getting people excited. And she's done a lot of brand deals.

They reckon they make thousands of dollars a month through advertising and sponsorship with her. The best they've done is 10,000 a month.

They reckon they make thousands of dollars a month through advertising and sponsorship with her. The best they've done is 10,000 a month.

100%, yeah. I think if you look at the pictures of Aitana, and it has to be said there are others like her out there that are AI-generated models and influencers, they're all very sexualised. They're all very slim women with big breasts and they all act and look in certain sort of coquettish ways. There is very much a male gaze running through this kind of

100%, yeah. I think if you look at the pictures of Aitana, and it has to be said there are others like her out there that are AI-generated models and influencers, they're all very sexualised. They're all very slim women with big breasts and they all act and look in certain sort of coquettish ways. There is very much a male gaze running through this kind of