Aitana, a vibrant-haired individual from Barcelona, is frequently approached by artists through private messages, although this is not entirely accurate.
Aitana, the pioneering AI-generated model in Spain, was brought to life during a challenging period.
Her creator, Rubén Cruz, who founded The Clueless agency, was facing difficulties due to a lack of clients.
“We started examining our operations and realized that certain projects were being delayed or canceled due to external factors rather than design issues,” Cruz explained.
As a result, they decided to develop their own influencer to cater to the needs of approaching companies.
Thus, Aitana was born—a 25-year-old green-blond woman from Barcelona, exuding a near-perfect natural appearance.
While her creators claim that the digital model can potentially earn up to €10,000 monthly, the standard earnings typically amount to around €3,000.
“We did this to improve our quality of life and reduce our reliance on individuals with personalities, mood swings, or solely monetary motivations for modeling,” Cruz expressed.
Aitana’s income structure is quite distinctive.
She earns slightly over €1,000 per advertisement and has recently been featured as the face of Big, a sports supplement company. Additionally, she shares lingerie photos on Fanvue, a platform akin to OnlyFans.
Within a short span, she has amassed over 121,000 Instagram followers, with her posts garnering significant views and engagement. Even celebrities who are unaware of her true identity have reached out to her privately.
One day, a prominent Latin American artist even messaged her to ask her out. According to Cruz, who boasts approximately 5 million fans, some of their team members grew up watching this actor’s TV shows.
“He had no clue that Aitana wasn’t a real person,” Cruz added.
How Does AI Modeling Function?
Annually, the agency convenes to plan Aitana’s activities. They outline her weekly schedule, destinations, and Instagram posts to provide insights to her followers.
However, there are no physical photoshoots or wardrobe changes involved. Instead, a fusion of artificial intelligence and styling experts, employing tools like Photoshop, ensures that Aitana can virtually spend a weekend in Madrid, for instance.
“In the initial phase, we realized that people follow existence, not just images. Since she’s not tangible, we had to offer a glimpse of reality to establish a connection. We had to narrate a story,” the visual artist remarked.
Unlike traditional models who often maintain a neutral persona to serve as a blank canvas for designers, Aitana possesses a distinct ‘personality’.
Crafted as a fitness enthusiast with a determined and multifaceted character, she describes herself as warm and empathetic on her website.
“A considerable amount of deliberation went into shaping Aitana. We tailored her based on societal preferences, considering recent trends, interests, and popular niches,” Cruz shared.
Reflecting the Europeanized influence of oriental culture, they incorporated elements like her pink hair and gamer persona.
Aitana’s immense success prompted the creation of a more reserved virtual model named Maia, both bearing the AI abbreviation intentionally.
Revolutionizing Model Deployment?
Brands have expressed interest in personalized models that align with their brand values rather than real individuals, ensuring consistency even during transitions or uncertainties, as Cruz highlighted.
Moreover, significant cost savings are anticipated. The agency found it “anomalous” after realizing the substantial earnings of real influencers like Kim Kardashian, who earns $1 million for an Instagram post.
The organization believes this initiative could democratize the modeling industry, potentially benefiting smaller businesses unable to afford extensive advertising campaigns.
Nonetheless, the endeavor faces criticism. Concerns are raised regarding the perpetuation of unrealistic beauty standards and sexualized portrayals by these virtual models.
In response, the agency contends that they merely mirror the aesthetic established by real influencers and brands, essential for maintaining brand relevance.
“To alter this paradigm, one must first transform brand perceptions. The prevailing culture is inherently sexualized,” the creators emphasized.
