Shudu is the world’s first virtual model. Courtesy @shudu.gram instagram page
Shudu is the world’s first virtual model. Courtesy @shudu.gram instagram page

Social media influencers’ days may be over thanks to AI



We have all probably heard complaints by many marketers and businesses about the eyebrow-raising fees that many social media influencers demand.

A while back, a client of mine asked us to arrange the visit of a social influencer to his headquarters where she would document it on her SnapChat and Instagram accounts, and hopefully help him increase the number of followers he has on his facebook. When my office approached her, she asked for $20,000 for a 15-minute visit.

When my client heard about her fee, he wondered if we were in the wrong business. One of my acquaintances often worries how these role models will affect the younger generations.

While many marketers confirm that social media influencers are a trend that is here to stay, an article by the BBC, altered my perspective completely. In fact, I now strongly believe that the social media influencers’ heyday may be coming soon to an end, thanks to artificial intelligence.

The article examines Shudu, a London-based model who rose to fame last year. What many people didn’t know was that Shudu was a computer-generated model and did not even exist in real life! Not only did she garner many followers who admired her dark beauty, but Fenty Beauty, a make-up brand founded by superstar Rihanna, posted an image of the model wearing one of their lipstick shades. That photo went viral and the model gained over 80,000 followers as a result.

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While Shudu is the world’s first virtual model, she isn’t the only computer-generated influencer on Instagram. Another one is Miquela, with over 800,000 followers on her page, and she has been dressed in designer clothing such as Prada and Chanel, and supports many causes such as Black Lives Matter.

Let’s just take a moment to think how much of a game changer that is. You can have an AI company, with a programmer and designer, who will help create these virtual models or personalities, assist them to establish a following, and make money in return. You can have this virtual model support any cause you want, and dress in any designer’s outfit you desire. You can have her in London today, Paris tomorrow, and New York the next day without her having to actually leave or pay for her expensive lifestyle. You can have her live in a mansion, a multi-million penthouse, or live a life on the road all year round, all with a click of a button.

With this, not only will models like Shudu garner a huge following and influence, but you can have a girl of any ethnicity, or religion. The standards of beauty can be easily altered, and a desired lifestyle choice can be created. You can have your virtual personality alter her look such as hairstyle, weight, and even skin tone (such as tanned) with a click of a computer button. You can have the personality respond to all comments on a page and even respond to marketers via email instantly. Everything can be automated. Freaky, is what my brother, the robotic engineer, thought about this concept when we discussed it. But I thought how powerful it is.

There is a power shift right there. AI engineers and programmers will be the real influencers in a very short time. And it’s a matter of time before we see more of the likes of Shudu taking over the Internet.

How can businesses benefit from this? They can big time. Big brands can create their own version of Shudus to market their products and the lifestyles they promote. Big marketing agencies can also create multiple personalities that would advocate and promote their clients’ products and services.

I strongly believe that soon enough we will not need to reach out to real social media influencers to work with us, but we can create our own influencers or collaborate with one that may offer better fees, and be more flexible in terms of marketing.

Manar Al Hinai is an award-winning Emirati writer who manages her branding and marketing consultancy in Abu Dhabi

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THE BIO: Martin Van Almsick

Hometown: Cologne, Germany

Family: Wife Hanan Ahmed and their three children, Marrah (23), Tibijan (19), Amon (13)

Favourite dessert: Umm Ali with dark camel milk chocolate flakes

Favourite hobby: Football

Breakfast routine: a tall glass of camel milk

Company profile

Company: Rent Your Wardrobe 

Date started: May 2021 

Founder: Mamta Arora 

Based: Dubai 

Sector: Clothes rental subscription 

Stage: Bootstrapped, self-funded 

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Jigra
Director: Vasan Bala
Starring: Alia Bhatt, Vedang Raina, Manoj Pahwa, Harsh Singh
Rated: 3.5/5
COMPANY PROFILE
Name: HyperSpace
 
Started: 2020
 
Founders: Alexander Heller, Rama Allen and Desi Gonzalez
 
Based: Dubai, UAE
 
Sector: Entertainment 
 
Number of staff: 210 
 
Investment raised: $75 million from investors including Galaxy Interactive, Riyadh Season, Sega Ventures and Apis Venture Partners
Bert van Marwijk factfile

Born: May 19 1952
Place of birth: Deventer, Netherlands
Playing position: Midfielder

Teams managed:
1998-2000 Fortuna Sittard
2000-2004 Feyenoord
2004-2006 Borussia Dortmund
2007-2008 Feyenoord
2008-2012 Netherlands
2013-2014 Hamburg
2015-2017 Saudi Arabia
2018 Australia

Major honours (manager):
2001/02 Uefa Cup, Feyenoord
2007/08 KNVB Cup, Feyenoord
World Cup runner-up, Netherlands

COMPANY PROFILE
Name: ARDH Collective
Based: Dubai
Founders: Alhaan Ahmed, Alyina Ahmed and Maximo Tettamanzi
Sector: Sustainability
Total funding: Self funded
Number of employees: 4
The specs
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Power: 310hp
Torque: 583Nm
Transmission: 8-speed automatic
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SPECS

Engine: Two-litre four-cylinder turbo
Power: 235hp
Torque: 350Nm
Transmission: Nine-speed automatic
Price: From Dh167,500 ($45,000)
On sale: Now

Pieces of Her

Stars: Toni Collette, Bella Heathcote, David Wenham, Omari Hardwick   

Director: Minkie Spiro

Rating:2/5

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What are the GCSE grade equivalents?
 
  • Grade 9 = above an A*
  • Grade 8 = between grades A* and A
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  • Grade 6 = just above a grade B
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  • Grade 4 = grade C
  • Grade 3 = between grades D and E
  • Grade 2 = between grades E and F
  • Grade 1 = between grades F and G
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The bio

Date of Birth: April 25, 1993
Place of Birth: Dubai, UAE
Marital Status: Single
School: Al Sufouh in Jumeirah, Dubai
University: Emirates Airline National Cadet Programme and Hamdan University
Job Title: Pilot, First Officer
Number of hours flying in a Boeing 777: 1,200
Number of flights: Approximately 300
Hobbies: Exercising
Nicest destination: Milan, New Zealand, Seattle for shopping
Least nice destination: Kabul, but someone has to do it. It’s not scary but at least you can tick the box that you’ve been
Favourite place to visit: Dubai, there’s no place like home

Call of Duty: Black Ops 6

Developer: Treyarch, Raven Software
Publisher:  Activision
Console: PlayStation 4 & 5, Windows, Xbox One & Series X/S
Rating: 3.5/5

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