BBC 全球服务 人工智能影响者是社交媒体的未来吗？

Kensalely is a fashion and lifestyle influencer, and she always looks incredible on Instagram.

In case you haven't seen her, she's from Morocco, and she's got that perfect makeup.

Her eyebrows are sculpted. She's got a huge collection of hijabs, which she always coordinates with her outfits.

And it's that style that has got her 200000 Instagram followers.

But here's the catch Kensa Lely isn't real?

She's powered by AI the high BBC.

I'm Ken the Lady 1st Mark and AI Influenza.

I also have a sister General and a brother, mattie.

And we are the ladies, the ladies, a part of this new wave of virtual influences.

You've probably seen them on your feeds.

Their computer generated, and they use to promote all kinds of products and brands.

But is this just a passing trend, or are they here to say That is what we're going to be talking about?

On today's episode, you're going to hear why AI influences are getting more popular, and find out if they could ever replace real world human ones.

I'm Hannah Gilbert, and this is what in the world from the BBC World Service.

Here in the studio with me is Jackie wake Filled, the bbc's Global Disinformation Reporter Hello.

Hello. So 1st of all, who is making these AI influences, and why?

So they usually made by ad agency creatives, and then they essentially rent them out to different companies, so they're really just another marketing tool, just like any other thing that an ad agency would create, whether that be a normal TV advertisement, a campaign on the streets, a party.

They are just another advertising tool.

How easy would it be for me to spot and AI influence it?

Like, how realistic do they look compared to all the other stuff going on?

So often one of the things that they have is their speaking pattern is a lot more regimented than normal people.

You can probably hear that I'm pausing and I'ming and iring a little bit.

They also have like, strange habits, like blinking.

Their hair doesn't quite move in the swishy way ours might, but it's getting harder and harder to tell, to be honest.

Do they tend to over the similar kind of look like that hot blonde with big eyes and high cheekbones and very, very filled lips?

What? Just depends what market they're going for.

There's one where, I believe she's Spanish, and she kind of has space buns, which are the two little buns on the top of your head, so she's clear, and she's got pink care, I think.

So she's really going for that ego.

I'm online, I'm a game our audience.

And then some of them are the typical, like bomb shell characters.

So what kind of products are we seeing?

So it's a variety of things.

So there's one in Japan that has promoted things like coach.

So it's really high and, um, luxury handbags and other goods.

You've got one AI influencer in India, promotes wellness and wellness company stuff.

So she herself is a polysistic ovary syndrome warrior, so she has a chronic illness despite being AI.

And she then promotes wellness supplements, among other things.

If you actually had ballistic ovaries like that, could be quite offensive that they have built that into into an AI narrative, like it feels very, very an authentic.

Well, I think that's the issue that they're coming up against, right?

Because what influence are marketing is so good for is that authenticity.

If they want to sell something that's for policies to grovery syndrome, they'll go to an influencer who has experienced that condition.

So what does it mean when an AI influencer sort of copying these authentic traits that real life influences do have?

And it is calling into question this idea of, like, are they authentic?

Can they even sell the products that can't actually physically work on them?

Because they can't take the product.

They can't really use it in the way that we could.

What are some of the advantages of going with an AI influence over a traditional human influencer?

Influences a messy and they can do things wrong.

They could say something that might get them, I don't like using the term like canceled, but let's just say canceled online.

They could bring the companies reputation into a real risk zone.

They could say anything, and it's really out of the company's controls.

They're just a free, freelance, free agent.

But with an AI influencer, you tell them what to say, you program them like what to say, so there's just no risk there.

It means that they've got someone who can promote their product without that risk of them being a real life messy person who makes mistakes.

Can these AI influences go on to generate you quite a lot of money?

Yes. So some of the biggest ones can earn about $8000 per post on Instagram, which is a fair bit of cash.

It's nowhere near what real influences are making.

Last year, most of the big AI influences weren't really cracking even into a thousand proposed So human influences can earn 40 times as much as that.

So does sound like these fake influences have a long way to go to catch up.

Do you think they ever will rival, or

even take over, human influences? It's really tough to say, because, as I've kind of touched on, what is so great about influence a marketing, is that authenticity and that connecting with an audience.

So it's really asking the question, will these AI influences ever be able to connect and create community with their audience, like a real human

influence? I can. So until that can happen, I think it's pretty unlikely.

But never say never. Who knows?

Remember the Lady family you heard at the start of this episode?

Well, their creators have said that their AI family is already building a community with its audience.

My colleague, sherry, from BBC, arabic, has been following the ladies, and she recently spoke to the creator to find out about their appeal.

Hi, my name is Sherry handed Us.

I'm a journalist at the BBC.

So the ladies are a Moroccan family.

You have Kinsa Lely and a brother and a sister, metty and Zena.

When we 1st looked at KINSA Lily, who is the main persona, we noticed that she grew up to 100000 followers within just a few months, indicating that there was this wide interest in this new business of AI influencing.

One of the main reasons that they might be popular is because it's so close to reality.

If you look at the early videos and photos, you can clearly say, ah, this is AI.

Clearly AI. But now, the more the business develops, some of the videos are actually so close to reality that it's kind of freaky.

When we talk to the co founder of the company behind this idea, maryam Bessar, she stressed that they did a market study to know what's popular, what faces could come across as familiar to people and be friendly unapproachable.

Another interesting point is that you see a lot of cultural resonance.

You see cancer, e.g. in the moroken Um dress, and she's a woman who wears the hijab, Meanwhile, her sister Zina doesn't.

So there's also this kind of diversity that that's reflective of the Arab world, north Africa and the African continent.

The brother E.G. is interested in sports and gaming, and Zena is interested in health.

And you have Layla, who talks about anything from supporting her football team to lifestyle.

Is really all very interesting. Kenzaleli won ms.

AI 2024 at the World AI Creator Awards, and she was celebrated, at least by the creators to be the 1st, not only the 1st Moroken Arab female, to win this AI competition, but also the 1st Muslim Arab, moroken AI persona.

And you can clearly see how identity and cultural background play the role in that, at least by the creators celebrating her achievements.

We are still at the early stages, and we do need some time to decide where this is actually going, whether it could be positive or, you know, we need to have some concerns.

However, some argue that there are some benefits to having these AI generated persona, especially within a cultural context.

Zina Lely she talks about how to take care of your intimate health, and giving geological advice.

Of course, this advice needs to be monitored and responsible.

Perhaps, you know, seen by doctors and specialists.

But you could argue that within a certain cultural context, some topics perhaps could be better handled by an AI generated persona.

This is very much still an open topic for debate.

For Marian Bessa, the co founder of the company behind the idea, she stressed, they make it clear that this is an AI powered page, or persona.

You can see that almost present in every post.

So she argues that this is empowering for the women in the region like herself.

It opens up new businesses. It could inspire independent pioneers, et cetera.

Let's get back to real life humans.

Now, bit of flesh and blood.

I ask Jackie if they feel like their creativity and ideas are being ripped off by virtual influences.

It's really tricky, because especially on tik Talk, so much of influence a content is driven by trends and kind of copying other people anyway, in building off an online moment together.

If an AI influencer is partaking in that, there's really no harm.

But the other side of things is, influences already get called out for, you know, copying each other.

So what does it mean when it actually is being scraped from their data?

And I think this is something that influences are getting worried about, just like artists are with their art being used by AI So what is creativity?

What can be used, and what's copyright and what's not?

And it's really tough to say, oh,

this AI influences stole from me, because AI, the way it works is its scrape stayed are from thousands of influences, not just one or two, like a human mind.

So we get into a really complicated zone of who actually owns this content, and I think we're still waiting for regulators to catch up.

Influences are often criticized for portraying these unrealistic expectations of lifestyle and beauty.

Did they face similar criticisms for the unrealistic, the shinyness of what they're putting out there?

Yeah, I think even more so, because you see, these AI influences really do have the perfect figures, perfect look, and no matter what market they're going for, they always do look perfect.

And yeah, real human influences do get criticized for this as well, but at least they are human.

Everyone has flaws, but people already starting to call out some of them for promoting an unrealistic standard.

Do you know anything about the process of making them?

Like, how quick is it to come up with an AI influencer?

And like, can they look like anyone?

They can look like literally anyone.

But I think the process is still quite slow to make an AI influence, so you have to bring together so much content.

They use all these different people to create a look, all these different voices to create the voice.

So it's, it's not the quickest process.

All of the big influences, big Ai influences, that are there at the moment, I think they will years in the making.

What are the dangers? They could be paid to promote any product.

It may not work for them.

They don't have that same filter that may be a person would have, ethics and morals exactly.

Um. And then you've got the issue of, I know influences are hard group to feel sorry for, but it's one of the only really high paid fields that's dominated by women.

So what are we saying when where replacing that field with not real women?

So I think there is also a worry there for, you know, getting rid of a workforce potentially, and then for the future.

It's just this idea of not being able to tell, or maybe not being able to trust who's a island and who's not.

Jackie, thank you so much for opening my eyes to the year, these influences that are just going to be penetrating all of our existence.

I know well. You're welcome to the future.

Thank you so much starving me.

That is it for today s episode.

If youve enjoyed listening to this, we have got loads of others on things like brazils online gambling problem, or what's the evidence for banning smartphones on social media?

You can find those wherever you're listening to this.

Or do come and say hi on the BBC World Services youtube channel, where you can much as chatting away in the studio.

Thank you so much for joining.

As this is what in the world from the BBC World Service with me.

Hannah Gilbot, I'll see you next time.

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