Lucy Hawkins

We live in a world of influencers. Whether it's our skincare routine, the clothes we wear, or the places we visit on holiday, social media celebrities are shaping our everyday choices. But as technology advances, the lucrative influencer industry is being reshaped by models created using artificial intelligence.

We live in a world of influencers. Whether it's our skincare routine, the clothes we wear, or the places we visit on holiday, social media celebrities are shaping our everyday choices. But as technology advances, the lucrative influencer industry is being reshaped by models created using artificial intelligence.

And with some AI influences accumulating massive followings, critics are raising questions, from the unrealistic beauty standards they could set to the accountability of anonymous creators. So as AI models seem certain to play an increasingly prominent role online, are developers conscious of the ethical questions, and are users equipped to decipher what's real from what's artificial intelligence?

And with some AI influences accumulating massive followings, critics are raising questions, from the unrealistic beauty standards they could set to the accountability of anonymous creators. So as AI models seem certain to play an increasingly prominent role online, are developers conscious of the ethical questions, and are users equipped to decipher what's real from what's artificial intelligence?

With me today is the BBC's cyber correspondent, Joe Tidey. Hi, Joe.

With me today is the BBC's cyber correspondent, Joe Tidey. Hi, Joe.

Joe, I think if we were all asked, we would confess that we've tried products, restaurants, clothes, listened to music, all sorts of things, because we've seen it on social media. We are all at the moment being shaped, it seems, by influencers at some stage.

Joe, I think if we were all asked, we would confess that we've tried products, restaurants, clothes, listened to music, all sorts of things, because we've seen it on social media. We are all at the moment being shaped, it seems, by influencers at some stage.

Can we pinpoint, though, the moment when the concept of social media influences first emerged?

Can we pinpoint, though, the moment when the concept of social media influences first emerged?

We're looking for a new oven at the moment. And I literally fell down a rabbit hole of influencers around what kind of oven we should get. It was extraordinary the amount of content that was available just on that one thing.

We're looking for a new oven at the moment. And I literally fell down a rabbit hole of influencers around what kind of oven we should get. It was extraordinary the amount of content that was available just on that one thing.

Absolutely. That is exactly what's happening, Joe. But how do influencers earn most of their money now? And how much money are they making?

Absolutely. That is exactly what's happening, Joe. But how do influencers earn most of their money now? And how much money are they making?

Today, though, we're talking about AI influencers. I think that what an AI influencer is, is probably just in the name. But can you explain to us what we are talking about? What are they?

Today, though, we're talking about AI influencers. I think that what an AI influencer is, is probably just in the name. But can you explain to us what we are talking about? What are they?

Sometimes you wonder with Kim Kardashian. True.

Sometimes you wonder with Kim Kardashian. True.

You've been to meet the team in Barcelona behind one of the biggest AI influences at the moment, Aitana. I've recently been introduced to her as well, knowing that we were going to talk about her and have very quickly become quite obsessed with Aitana, actually, showing her to everyone, following her online. But how was she created? Tell us a bit about Aitana.

You've been to meet the team in Barcelona behind one of the biggest AI influences at the moment, Aitana. I've recently been introduced to her as well, knowing that we were going to talk about her and have very quickly become quite obsessed with Aitana, actually, showing her to everyone, following her online. But how was she created? Tell us a bit about Aitana.