The Rise of AI Influencers: What Mia Zelu Means for Marketing

AI influencers are taking the world by storm. I’ve been in digital marketing for over 20 years — long enough to remember when banner ads were the hot new thing. So when I say that Mia Zelu caught my attention, it’s not just because she’s impossible to ignore with her flawless skin, sparkling eyes and shiny hair. It’s also because she doesn’t actually exist.

Yet here’s a screen grab from her Instagram account.

AI Influencers

Mia is part of a rising wave of AI influencers; they’re lifelike digital personalities crafted by teams of creatives, technologists, and algorithms. She posts, she partners, she promotes, she shows up at high-profile events like Wimbledon, but of course, she’s never really there.

The Allure of the Artificial

AI influencers are appealing to brands. And let’s be honest, as far as paid media channels go, there there is a lot for marketers to love:

Complete control: No PR scandals, no reshoots, no sick days.

Cost-efficiency: After the initial investment, digital influencers don’t need flights, hotel rooms, or even food.

Endless creativity: Want your influencer to float in zero gravity while sipping your coffee brand? Sure. Want them to be 22 forever? Done.

Mia, for instance, has a carefully curated backstory (Including a sister called Ana who is also an influencer), a meticulously designed wardrobe, and an aesthetic that screams Gen Z futurism. She’s racked up followers and brand deals and she’s never even taken a breath.

The Ethical Challenges of AI Generated Influencers

But all that control comes with a cost. Here are some of the concerns marketers (especially those rooted in values-led work) need to think about:

Authenticity: How do we build real emotional connection with a fictional personality?

Transparency: Do audiences know they’re engaging with AI? If not, should they?

Representation: Who decides what an “ideal” digital human looks like? And who gets left out?

AI-generated influencers raise deep questions about the stories we tell, and who gets to tell them.

What AI Influencers mean for Authenticity, Storytelling, and Trust

Marketing at its best isn’t just about attention; it’s about connection. It’s about the stories we tell, the emotions we spark, and the relationships we build. AI influencers like Mia are a marvel of digital craftsmanship. But they also raise questions we shouldn’t ignore. (Because this isn’t just a novelty. It’s part of a larger shift in how we engage audiences online). If influence can be simulated, what does that mean for genuine connection? If storytelling becomes synthetic, can it still inspire? And ultimately:

If the messenger isn’t real, can the message still be trusted?

I don’t have all the answers. But I do know this: In a world where the lines between real and artificial keep blurring, it’s never been more important to stay honest, stay curious, and stay human.

Even if your competitors are doing the opposite.