Lucy Hawkins

I was about to ask.

I was about to ask.

There have been a few occasions, Joe, where online content created with AI has not been signposted correctly. Are they obliged, these influencer accounts, these AI influencer accounts, to declare that they're enhanced or even who is behind them?

There have been a few occasions, Joe, where online content created with AI has not been signposted correctly. Are they obliged, these influencer accounts, these AI influencer accounts, to declare that they're enhanced or even who is behind them?

Itana though is controlled, but are we going to get to a point where these AI generated influencers are going to become more autonomous and actually create content without that kind of human input or control?

Itana though is controlled, but are we going to get to a point where these AI generated influencers are going to become more autonomous and actually create content without that kind of human input or control?

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.

That will then raise the question, though, who is ultimately going to be accountable for the content?

That will then raise the question, though, who is ultimately going to be accountable for the content?

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.

Is Aitana and other characters like her the precursor to not just what you've described in terms of the scanning, but just the more widespread use of AI models in other industries? Thinking about one of the jobs that I do as a BBC news presenter, am I about to be replaced?

Is Aitana and other characters like her the precursor to not just what you've described in terms of the scanning, but just the more widespread use of AI models in other industries? Thinking about one of the jobs that I do as a BBC news presenter, am I about to be replaced?

For so many people listening, this is all actually quite worrying. Does it also mean that we can expect some other regulatory action to be taken by governments? Or how would that work? Or what would that look like, Jo?

For so many people listening, this is all actually quite worrying. Does it also mean that we can expect some other regulatory action to be taken by governments? Or how would that work? Or what would that look like, Jo?

So from what you've seen in your experiences in Barcelona, where is all this headed, Joe?

So from what you've seen in your experiences in Barcelona, where is all this headed, Joe?

Voyage, yeah.

Voyage, yeah.

Holograms, yeah.

Holograms, yeah.

If you had a group of teenagers here with us right now, what would be your best piece of advice to them around how they're using AI and what they're consuming?

If you had a group of teenagers here with us right now, what would be your best piece of advice to them around how they're using AI and what they're consuming?

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?

Have you seen a teenager scroll, though, on their phone?

Have you seen a teenager scroll, though, on their phone?

Joe, thank you. I hope we see each other again.

Joe, thank you. I hope we see each other again.

Real people. And yeah, I'm not out of a job very soon because of the AI-generated newsreader. Thanks, Joe. Thanks.

Real people. And yeah, I'm not out of a job very soon because of the AI-generated newsreader. Thanks, Joe. Thanks.

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.

Genuinely, I did not know when she was first shown to me that she was AI generated.

Genuinely, I did not know when she was first shown to me that she was AI generated.

And also when I was first shown her, she was on my phone. And so she's even smaller. So she looks, you know, it's harder to see some of the imperfections.

And also when I was first shown her, she was on my phone. And so she's even smaller. So she looks, you know, it's harder to see some of the imperfections.

Well, let's be more specific. In the past few days, it's been Naitana's birthday.

Well, let's be more specific. In the past few days, it's been Naitana's birthday.

So they posted her at the table. There were balloons. She'd set the table for people who were coming around for her birthday dinner.

So they posted her at the table. There were balloons. She'd set the table for people who were coming around for her birthday dinner.

But they're really particular about what she wears, for instance. They make very definite decisions because they've created her with a certain sense of style. So therefore they won't dress her in a certain way.

But they're really particular about what she wears, for instance. They make very definite decisions because they've created her with a certain sense of style. So therefore they won't dress her in a certain way.

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.

I mean, they went up to Park World and it was very famous in Barcelona.

I mean, they went up to Park World and it was very famous in Barcelona.

There are other advantages, I suppose, to Aitana. She never gets tired.

There are other advantages, I suppose, to Aitana. She never gets tired.

Never moans. They can work her 24-7. I mean, what else do they say about the benefits of having Aitana rather than a real person?

Never moans. They can work her 24-7. I mean, what else do they say about the benefits of having Aitana rather than a real person?

So we've looked at influencer culture and how recent AI developments have transformed this industry. Next, I want to look at the ethical considerations surrounding AI models like Aitana and the future of these digital celebrities as the pressure for perfection intensifies online.

So we've looked at influencer culture and how recent AI developments have transformed this industry. Next, I want to look at the ethical considerations surrounding AI models like Aitana and the future of these digital celebrities as the pressure for perfection intensifies online.

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?

You're listening to The Global Story from the BBC World Service. There's a fresh episode available as a podcast each weekday. Just search for The Global Story wherever you get your podcasts. With me is Jo Tidy. Jo, Aitana, when you look at her, many people would say she's perfect. Is there a sense that AIO influencers like Aitana are setting really unrealistic beauty standards?

You're listening to The Global Story from the BBC World Service. There's a fresh episode available as a podcast each weekday. Just search for The Global Story wherever you get your podcasts. With me is Jo Tidy. Jo, Aitana, when you look at her, many people would say she's perfect. Is there a sense that AIO influencers like Aitana are setting really unrealistic beauty standards?

Have they tried to create an artificially generated woman who is more realistic?

Have they tried to create an artificially generated woman who is more realistic?