February 26, 2024

Aitana Lopez: Blending AI and Style in the Age of Virtual Influencers

Pink hair, flawless skin, and a dazzling smile – Aitana Lopez is winning followers, likes, and comments on her Instagram profile.

Yet, Aitana is not your typical fashion influencer - she's the first Spanish AI model.

The recent popularity and rise of AI influencers marks a pivotal shift in social media and digital influence. These virtual trendsetters, powered by sophisticated AI algorithms and creative design, are also beginning to redefine the landscape of influencer marketing and consumer engagement.

If you’re still wondering what virtual influencers are, then read our article on AI influencer marketing and our case study on virtual influencer Lil Miquela.

So, who is this pink-haired, 25-year old Spanish model, Aitana Lopez, rising in popularity within the fashion and fitness industry?

Who is Aitana Lopez?

Born from an innovative blend of AI and creative storytelling, Aitana isn't just a digital construct - she's a symbol of the new age of influencer marketing.

Here is a brief bio about her: 

  • Industry: Fashion, fitness and lifestyle
  • Creator: Created by Rubén Cruz who runs a Barcelona-based The Clueless agency. She’s an AI-generated model, a virtual influencer reshaping the modeling and influencer  industry.
  • Social media presence: Described as a fitness enthusiast she has amassed more than 220,000 followers on Instagram and has presence on platforms like Fanvue – a subscription platform that empowers creators to share, earn, and connect with their fans.
  • Brand collaboration and earnings: Works with brands in the fashion, sports, and lifestyle space. According to reports, Aitana earns approximately €10,000 per month with just over €1,000 per advertisement. In addition to creating content on Fanvue, she is also the face of the brand Big, a sport supplement company.

However, what’s really interesting about Aitana is “why” she was created.

“We did it (created Aitana) so that we could make a better living and not be dependent on other people who have egos, who have manias, or who just want to make a lot of money by posing.”
- Rubén Cruz, Creator of Aitana and Founder of The Clueless

Rubén Cruz, the founder of the agency behind Aitana, created her for two main reasons: 

  1. Frustration with traditional, human influencers: He was dissatisfied with human influencers citing issues like high costs, unpredictable behavior, and difficulty in controlling messaging. Aitana was a way to circumvent these challenges and create a reliable, brand-loyal influencer without the downsides of human personalities.
  2. Cultural relevance and storytelling potential: Being a Barcelona-based agency, they saw the need to connect with their Spanish audience. Hence, Aitana was created as a virtual influencer who speaks the local language, taps into daily humor, and connects with her audience through a relatable dancer persona. This culturally relevant approach offers fresh storytelling beyond traditional ads.

It took them a few months of experimentation before zeroing on the looks of Aitana. They utilized a less-polished animation style, giving her a more human-like and approachable appearance. 

The team behind Aitana continually evolves her digital narrative, using a combination of AI and human creativity to craft her virtual life story. This  further enhances her appeal and relatability to the followers.

“One day, a well-known Latin American actor texted to ask her out. [...] He had no idea Aitana didn't exist.”


Aitana Lopez, the human-like AI model quickly rising in popularity.
Aitana Lopez, the human-like AI model quickly rising in popularity, source

Aitana’s impact on influencer marketing and fashion industry

Aitana’s narrative and social media feed doesn’t involve photo shoots or wardrobe changes. Instead, it involves Photoshop and AI tools with the right mix of design experts in a weekly meeting room. It’s the team behind Aitana that plans her week, places she’ll visit, or the brand collaboration images to be uploaded.

This controlled representation and consistent brand voice has greatly impacted influencer marketing.

Unlike human influencers, who may have unpredictable availability and personal variables, Aitana offers a stable and reliable option for brand endorsements and collaborations. Lopez’s substantial social media following, active engagement, and the presence of brand collaboration on her profile  contributes to higher engagement rates when compared to traditional influencers.

"In the first month, we realized that people follow lives, not images. Since she is not alive, we had to give her a bit of reality so that people could relate to her in some way. We had to tell a story," says the graphic designer at The Clueless.

In the fashion industry specifically, Aitana brings a new dimension to brand representation. Here is how she’s changing fashion influencers:

  • Authenticity, storytelling, and redefining brand collaboration: Aitana goes beyond the typical product placement or endorsement. She co-creates content with brands, integrates them into her storyline, showcases products organically, and shares authentic experiences like attending fashion shows or trying on clothes. This deeper engagement resonates with audiences and feels more natural than traditional advertising.
  • Democratizing fashion: As a virtual influencer, Aitana isn't limited by physical constraints. She can showcase diverse styles and trends, making fashion more inclusive and accessible for audiences of all body types and budgets, inspiring experimentation and creativity.

However, there is a downside to her flawless appearance. It can set unrealistic beauty standards, particularly impacting body image and self-esteem among young and impressionable followers.

It could also negatively impact human influencers. Due to their greater control and predictability, brands might favor virtual influencers over human content creators in the industry.

Lastly, the use of virtual influencers like Aitana raises ethical and transparency concerns. The lack of transparency regarding the creators behind virtual influencers, along with how the content is created and managed, can lead to ethical dilemmas and trust issues among the public.

The Technology Behind Aitana Lopez

We can’t let you go without discussing the unique technology that is behind Aitana. Her digital presence is an outcome of collaboration between professional graphic designers and AI experts, using tools like Photoshop, NLP (Natural Language Processing), AI algorithms, graphic design, 3D modeling, creation and distribution tools, and marketing analytics platforms.

Rubén Cruz and The Clueless Agency developed Aitana Lopez using a special AI method called Generative Adversarial Network (GAN).

What is GAN?

GAN is a method where two neural networks compete in a zero-sum game, like a smart art competition between computer brains. One brain, the 'artist,' creates realistic pictures while the other brain, the 'judge,' identifies any mistakes and determines if the picture is real or fake. Through this game, by challenging each other, the 'artist' brain improves at creating lifelike images.

It's important to note that the specific combination of technology and the creative process behind Aitana remains known only to The Clueless. However, we still get a glimpse into the potential tools, common techniques, and approaches required to create Aitana or another virtual influencer.

The Technology Behind Aitana Lopez

One last thing.

If you're considering incorporating virtual influencers into your marketing strategies, crafting a compelling narrative is crucial. The success of both Lil Miquela and Aitana Lopez can be largely attributed to well-developed narratives that resonate with their audiences. These narratives not only define their personas but also enhance their authenticity and relatability, crucial elements in the world of digital marketing and influencer engagement.

What are your thoughts on using virtual and AI influencers in marketing campaigns?

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