The posts on Mia Zelu's Instagram page were so carefully curated that they hoodwinked more than 40,000 people into liking the pictures
- Special Report -
When AI Influencers Fool the Crowd: The Rise and Ethics of Digital Fame
In July 2025, the internet buzzed over a striking Instagram personality named Mia Zelu, who shared glamorous snapshots of herself enjoying the Wimbledon tennis tournament. With 165,000 followers and captivating captions like “Still not over the event... but the party’s a whole other game,” she appeared to be the perfect blend of style, charm, and social media savvy.
But there
was a catch.
 |
| AI-generated model Mia Zelu was pictured on centre court and drinking an Aperol Spritz |
Mia Zelu
was never at Wimbledon, because Mia
Zelu is not human. She’s an AI-generated influencer, designed by anonymous
creators as a digital “storyteller” with lifelike images, trendy outfits, and
even a virtual sister named Ana. Her illusion was so convincing that over 40,000 users interacted
with her posts, and public figures like Indian cricketer Rishabh Pant were
briefly fooled.
This
incident pulls back the curtain on a sweeping new phenomenon: the rise of AI influencers—and the societal,
ethical, and creative implications they bring.
 |
| Her creation, who remains anonymous, explains in a profile that she is an 'AI Storyteller' |
The Evolution of Influencing in the
Digital Age
AI
influencers are computer-generated personas built with advanced tools like CGI,
natural language processing, and machine learning. Unlike human creators, they:
- Never sleep or burn out
- Always stay on-brand
- Provide custom engagement at
scale
From Lil
Miquela, who collaborated with Calvin Klein, to regional personas tailored
for local trends, AI influencers are changing the face of digital marketing.
 |
| Despite not claiming to be real, Zelu's followers still send her messages, including proposals of marriage |
Nigeria’s Embrace of the Virtual
Trend
Nigeria
is quickly joining the global wave. Tech creators like Michael Ajah and Jason
Amusa are blending virtual personas with tech-lifestyle content. With the
emergence of platforms like MakeInfluencer.ai and Virbo, anyone can craft an AI influencer
with cultural relevance, using local fashion, music, and language to connect
authentically with audiences.
We even
designed a sample persona: Zara Lumi, a Lagos-meets-London fashionista who advocates
for women in tech and serves Afrobeat playlists with poetic captions. AI allows
for endless creativity, but that freedom comes with critical responsibilities.
The Ethical Tightrope: Key Concerns
AI
influencers pose unique ethical challenges:
- Authenticity
& Transparency: Users are often unaware the personas are
artificial.
- Manipulation
Risks: They
can be programmed to subtly influence emotions or decisions.
- Accountability
Gaps: If
an AI persona spreads misinformation, who’s legally liable?
- Cultural
Misrepresentation: Virtual creators may unintentionally
perpetuate stereotypes or appropriate culture.
- Mental Health
Effects: Flawless,
fabricated lives can fuel comparison culture and self-esteem issues.
- Displacement
of Human Labor: Real
influencers face competition from entities that don’t require paychecks or
personal autonomy.
Hidden Dimensions: Deeper
Perspectives
Beyond
the obvious, this trend raises powerful questions:
- Psychological
Bonds: People
form emotional attachments to AI personalities, which could impact mental
wellness.
- Creative
Disruption: Artists
now design for non-human influencers, sparking debates about originality.
- Legal Reform: How do we classify and
regulate entities that don’t breathe but influence millions?
- Cultural
Identity: Will
local traditions be erased by algorithmic aesthetics—or revitalized with
thoughtful design?
- Existential
Philosophy: What
does "being influential" mean if the influencer lacks sentience?
Moving Forward: Innovation with
Guardrails
Mia
Zelu’s Wimbledon tale is a digital illusion, but it’s also a powerful allegory.
We’re witnessing the birth of a new breed of celebrity, crafted not from lived
experiences but from pixels, prompts, and algorithms. As this technology
matures, it’s essential to pair innovation with regulation, creativity with
conscience, and engagement with empathy.
After
all, influencing isn’t just about visibility, it’s about impact. And
whether that impact comes from a living soul or a well-trained script, we need
to ask the same question: Who's behind the message, and what is it trying to shape?
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