'Influencer' who garnered 165k followers while 'enjoying Wimbledon' is revealed as an AI creation

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?