I spent over 15 years in front of the camera travelling the world, attending castings, walking runways, shooting campaigns, and carrying around a physical portfolio from client to client. This was long before Instagram even existed, when modelling was something you had to physically show up for. You needed presence, patience, and a lot of determination.

Those years were some of the best of my life, filled with unforgettable memories, incredible places, and lifelong friendships. It was an industry based on real time connection; you had to look someone in the eye, charm them in person, and deliver on set. There was no Facetune, no filters, no AI-generated perfection. Just you, the camera, and your ability to bring something real to the frame.

Fast forward to now, and I barely recognise the modelling industry. It’s dominated by AI-generated influencers and models.

AI-Generated or Real?

When you scroll Instagram or see a billboard today, do you ever wonder, is that model even real?

When your social media feed is full of images like (well, my algorithm anyway) “Girls Night” Or “Morning Glow.”

The modelling industry is evolving at lightning speed. Brands are now replacing real models with AI avatars and synthetic influencers. This approach makes the process cheaper, faster and offers them complete control. However, it also raises an uncomfortable question: what’s real anymore?

Oh, and by the way, the photos above, they aren’t real people. There 100% AI-generated. Crazy, hey!

AI-Generated Models & Virtual Influencers

Virtual influencers are on the rise. These AI characters are built to connect with niche audiences and front global campaigns. From Lil Miquela to Shudu, millions follow these lifelike characters across Instagram and TikTok.

According to a BBC report, entire modelling agencies now use AI-generated faces, with no real people involved. These “models” are brand safe, available 24/7, and never age.

A Gartner survey cited by Forbes indicates that switching from human to AI influencers can reduce campaign costs by up to 30% by eliminating expenses related to fees, travel, and logistics. https://www.forbes.com/sites/esade/2024/10/30/ai-and-influencer-marketing-how-businesses-can-navigate-the-future/

Another article draws a striking parallel: when Instagram became popular, magazines stopped paying models because free content flooded the platform. Now, the same is happening to influencers replaced by algorithm optimised digital beings.

From Fitness Influencers to Beauty Models, AI-generated personas are reshaping the industry.

Tools like MetaHuman, ZMO.AI, and Deep Agency make it easy to create digital avatars. They offer style, animation, and even personality traits, all from a dashboard. Brands and individuals alike can now develop their own “influencer” in minutes.

This is no longer the future. It’s the present.

AI’s Role in Content Creation

AI tools now do more than model; they write captions, edit reels, and engage with followers. Influencer content is often fully automated. Apps like Remini, Facetune, and Lensa AI push synthetic perfection that few can match.

The result? An endless feed of curated, often unrealistic imagery that subconsciously rewires how we view ourselves and others.

New Age Modelling Agencies

Real models are being digitally scanned and turned into “digital twins.” These avatars can appear in simultaneous campaigns across the globe.

What was once a full day’s production can now be rendered from a laptop using AI-generated technology.

So, what’s actually real anymore?

Who are we following? Who’s profiting? Who’s behind these faces?

Ethics, Consent & Identity

The ethics around AI in the modelling industry are unclear. Real faces are being cloned without consent. AI-generated personas are being sold, shared, and monetised all without a human’s involvement.

Although this blog isn’t here to define beauty, it encourages readers to question reality because much of what we see today is no longer real. In the end, that’s something we all need to think about.

Why this Ai-generated world actually Matters

This is no longer just a beauty debate it’s about digital identity, truth, and ownership. If AI continues at this pace, the modelling, influencing, and content creation spaces may be dominated by code instead of people.

It’s not just about competing with the impossible. It’s about knowing when something’s manufactured and deciding what that means for you and if you even care.

Final Reflection

I’ve lived in the old world of modelling and I see what’s happening in the new one. This isn’t about resisting the future. It’s about making space for humanity inside it.

Would you follow a model/influencer if you knew they weren’t real?

Do you think if an AI model is used in any advertising, it should be stated, AI generated?

Has AI evolved from what we designed it for? You can read my latest blog all about this here: https://theaiexplorer.blog/2025/04/11/ai-as-a-tool-or-something-more/