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Speaker 1: You're listening to a Muma Mia podcast. Mamma Mia acknowledges

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Speaker 1: the traditional owners of land and waters that this podcast

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Speaker 1: is recorded on Hi. I'm Claire Murphy. This is Mumma

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Speaker 1: MIA's daily news podcast, The Quickie. The world of social

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Speaker 1: media influences is undergoing a radical transformation right now. Where

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Speaker 1: real life human personalities have been the most powerful in

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Speaker 1: this space, there's a new breed of digital personalities taking

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Speaker 1: center stage. No, not the human variety. We're talking about

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Speaker 1: AI generated virtual personas that are reshaping the digital marketing

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Speaker 1: and social media engagement landscape. So who are the real

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Speaker 1: people behind these AI faces? How much of the market

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Speaker 1: are they capturing and how much do we trust them already?

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Speaker 1: We'll find that out in a sect, but first let's

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Speaker 1: get the latest from the Quickie newsroom. Friday, September six,

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Speaker 1: Ugandan olympian and Rebecca Cheptege has sadly died in hospital

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Speaker 1: where she was being treated for burns she received after

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Speaker 1: her boyfriend Alon llegedly poured petrol over her and set

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Speaker 1: her on fire. The thirty three year old received burns

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Speaker 1: to eighty percent of her body in the attack. A

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Speaker 1: hospital spokesperson saying she had been fully sedated since her

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Speaker 1: admission on the weekend, passing away early Thursday after going

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Speaker 1: into organ failure. She had competed in the women's marathon

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Speaker 1: in Paris less than a month ago. Rebecca's father spoke

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Speaker 1: after her passing, saying the criminal who harmed his daughter

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Speaker 1: is a murderer and yet to see what the security

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Speaker 1: officials are doing. He's still free and might even flee.

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Speaker 1: Chepteke's partner is still in the same hospital, being treated

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Speaker 1: for burns he sustained in the attack. The UK's competition

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Speaker 1: watchdog has launched an investigation into Ticketmaster's handling of Oasis

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Speaker 1: ticket sales for next year's reunion shows. The CMA released

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Speaker 1: a statement saying they'll look specifically at dynamic pricing, where

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Speaker 1: the prices varied rapidly in light of changing market conditions.

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Speaker 1: It's a pricing strategy used by airlines in flight sales

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Speaker 1: where demand levels fluctuate. Many Oasis fans who sat in

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Speaker 1: online quis use complained after they ended up paying more

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Speaker 1: than double the face value of the ticket as a result,

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Speaker 1: with standard tickets reaching three hundred and fifty five pounds

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Speaker 1: compared to the expected one hundred and forty eight. Critics

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Speaker 1: say the ticketing giant's use of the pricing structure was

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Speaker 1: deceptive and inappropriate, given it was well known in advanced

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Speaker 1: that the demand for these shows would be extremely high.

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Speaker 1: Former President Donald Trump has given a speech where he's

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Speaker 1: revealed that if he wins the November election, he'll establish

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Speaker 1: a government efficiency commission headed by billionaire Elon Musk. Trump

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Speaker 1: has been discussing government efficiency for weeks with his aides,

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Speaker 1: but this is the first time he's endorsed the idea

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Speaker 1: of the commission publicly, and the first time he's revealed

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Speaker 1: that Musk has agreed to head the body, but did

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Speaker 1: not detail how it would work, other than saying it

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Speaker 1: would eliminate fraud and improper payments within the first six months.

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Speaker 1: Musk posted on social media that he looks forward to

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Speaker 1: serving America if the opportunity arises. No pay, no title,

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Speaker 1: no recognition needed. Star of the new Hulu series The

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Speaker 1: Secret Lives of Moremon Wives, Jennifer Affleck, says she's never

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Speaker 1: met her husband's famous relatives, but hopes to one day.

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Speaker 1: Her husband, zach Is Ben and Casey Affleck's first cousin,

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Speaker 1: once removed his dad and Ben and Casey's dad are cousins,

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Speaker 1: Jennifer Zak's wife saying they're more like distant relatives, but

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Speaker 1: hopes to meet them one day and maybe see if

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Speaker 1: they've tuned into their new show. Jennifer has poked fun

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Speaker 1: at her famous name on her TikTok, singing along to

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Speaker 1: Jenny from the block while getting her hair done and

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Speaker 1: referencing that j Loo stole her name when she got

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Speaker 1: married to Ben. In twenty twenty two, the Pulse on

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Speaker 1: Paris Ossy long jumper Vanessa Lowe has set a new

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Speaker 1: world record in the T sixty three event, taking gold

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Speaker 1: and defending her Tokyo title. Lauren Parker is now Australia's

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Speaker 1: first dual sport gold medalist at the same Games in

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Speaker 1: nearly fifty years, winning the women's H one four paracycling

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Speaker 1: road race. She already has gold in the paratriathlon. Timothy

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Speaker 1: Hong has won gold in the pool, winning his first

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Speaker 1: individual Paralympic title in the men's two hundred meters individual

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Speaker 1: medley SM nine, and Australia has scored another table tennis

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Speaker 1: medal with Samuel Vonnin. I'm coming third in the men's

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Speaker 1: singles ms eleven. That's the latest news headlines. Next, AI influences.

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Speaker 1: They're not real, but they make very real money. We

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Speaker 1: decode their identities and find out who are running these

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Speaker 1: unreal humans. When you're happily scrolling your TikTok or insta feeds,

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Speaker 1: do you think you can tell the difference between a

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Speaker 1: real human and an AI influencer. We showed Mamma Mia

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Speaker 1: staff a range of online identities to see if they

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Speaker 1: could tell the difference. This one's AI. Their first one's AI,

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Speaker 1: second one two, The fourth one might be real.

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Speaker 2: I think there's only like one potential reel in there.

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Speaker 3: I know she's not real.

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Speaker 1: I think that's real.

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Speaker 3: I could be real.

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Speaker 1: Oh he's all fake, fake, fake real.

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Speaker 4: Okay, that one's AI generated, but this one definitely is.

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Speaker 4: That one isn't.

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Speaker 5: This one looks a bit AI, this one. The more

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Speaker 5: I look at them, the more they all look AI.

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Speaker 1: I feel like this is a true question. I think

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Speaker 1: they're all AI, all of them. So a couple of

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Speaker 1: our staff are clued in on AI personas, but it

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Speaker 1: goes to show just how realistic these AI humans have become,

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Speaker 1: because every single picture we showed them was AI generated,

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Speaker 1: virtual AI influencers are computer generated characters created using advanced

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Speaker 1: artificial intelligence algorithms. These digital personas engaged with online audiences

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Speaker 1: just like human influencers do, posting content, endorsing products, and

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Speaker 1: participating in conversation. They're available twenty four to seven, can

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Speaker 1: adapt to diverse markets and languages, and they can offer

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Speaker 1: brands unprecedented control over their image and messaging. One of

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Speaker 1: the most prominent AI influencers is Lil Michayla, a virtual

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Speaker 1: personality created in twenty sixteen by La based startup right.

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Speaker 1: Her posts are so realistic it's hard to know where

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Speaker 1: reality ends and the AI starts.

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Speaker 2: Come with me to dye my hair. So maybe you've

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Speaker 2: seen some of these amazing color jobs. Well they were

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Speaker 2: all done by my friend Danny. Here he is in

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Speaker 2: a salon featured an Art Digest.

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Speaker 3: Look at it.

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Speaker 1: What a dream Yep. That's her at a real hair

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Speaker 1: salon getting her AI hair done. Liil Michayla has amassed

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Speaker 1: an impressive following of two point five million on Instagram,

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Speaker 1: and she's already collaborated with high profile brands like Prata

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Speaker 1: and Calvin Klein. Another rising star in the AI influencer

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Speaker 1: world is Atana Lopez, a creation of Spanish agency The Clueless,

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Speaker 1: who launched her in twenty twenty two. Now she's quickly

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Speaker 1: gained over three hundred thousand followers on Instagram where the

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Speaker 1: pink head, twenty five year old virtual model where a

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Speaker 1: gamer aesthetic, has captivated audiences with her stylish, very realistic picks.

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Speaker 1: But the irony of one of her reels showing her

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Speaker 1: on a billboard in New York's Times Square for a

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Speaker 1: haircare brand, is that she doesn't actually have real hair.

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Speaker 1: The financial potential of AI influencers is huge. A ton

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Speaker 1: of low earns tens of thousands of euro a month

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Speaker 1: from advertising campaigns. The agency behind her has turned her

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Speaker 1: into a highly profitable virtual image bank, eliminating the need

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Speaker 1: for traditional photoshoots and the associated costs. Lil Michayla's success

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Speaker 1: is even more impressive. Reports suggest she's earning up to

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Speaker 1: eighty five hundred dollars US for a single sponsored post,

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Speaker 1: and in twenty twenty it was estimated she made nearly

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Speaker 1: twelve million dollars from brand deals and sponsorships. The AI

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Speaker 1: influencer market is not limited to just these few high

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Speaker 1: profile examples. Fame and AI talent agency has successfully introduced

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Speaker 1: three distinctive AI influencers. There's Bonnie Jung, a multi lingual

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Speaker 1: AI fashion influencer, Carol Garcia, a certified personal trainer specializing

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Speaker 1: in fitness and wellness, and Alisa Schaeffer, a lifestyle influencer.

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Speaker 1: Each of these AI personalities catered to specific niches and demographics.

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Speaker 1: The creation and management of AI influencers involves a range

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Speaker 1: of profits. For example, the team behind Atana Lopez includes designers, developers,

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Speaker 1: and AI specialists who work collaboratively to craft to image

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Speaker 1: and content. They use AI tools for image generation and

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Speaker 1: enhance the results with photoshop to achieve that convincing level

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Speaker 1: of realism. Liil Michaela's creators, Broad, a startup backed by

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Speaker 1: Sequoya Capital, were bought out by Dappa Labs in October

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Speaker 1: twenty twenty one, showing just how much interest there is

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Speaker 1: in the AI influencer space from larger tech firms. Other

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Speaker 1: companies are also entering this space to like Fanview and

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Speaker 1: online Creator Platform, who recently organized the inaugural Miss Ai

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Speaker 1: Beauty pageant featuring AI generated contestants competing for a cash prize.

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Speaker 1: Miss Morocco Kenzalali, who wears a Hijab is a lifestyle

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Speaker 1: influencer who hopes to bring diversity and inclusion to the

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Speaker 1: AI creator landscape and who has almost two hundred thousand

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Speaker 1: followers on Instagram won the competition.

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Speaker 5: I am deeply honored to have shared this transformative journey

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Speaker 5: with such talent individuals. I invite everyone to join me

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Speaker 5: in embracing the limitless opportunities that lie ahead. Together, let's

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Speaker 5: challenge the status quo and collaborate to harness the full

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Speaker 5: potential of AI for a brighter and more inclusive future.

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Speaker 1: Contest organizers say entrants were judged not just on their looks,

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Speaker 1: but on their creator's use of AI tools and their

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Speaker 1: social media influence. The AI contestants even had to answer

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Speaker 1: questions like their human counterparts, like if you had one

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Speaker 1: dream to make the world a better place, what would

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Speaker 1: it be. The contestants were created using programs like open

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Speaker 1: ais only three, and whose speech is generated by programs

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Speaker 1: like chat GPT. The rise of AI influencers is not

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Speaker 1: without controversy. Critics argue that these virtual personalities, many of

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Speaker 1: them very thin, very perfect, create unrealistic beauty standards and

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Speaker 1: may contribute to the spread of misinformation. If not properly regulated,

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Speaker 1: and over twelve thousand concerned parents have signed a petition

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Speaker 1: urging TikTok to clearly label AI generated influencers on their platform. However,

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Speaker 1: others argue that AI influencers offer brands more control, consistency,

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Speaker 1: and cost effectiveness compared to human influencers. The Influencer Marketing

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Speaker 1: Hubs twenty twenty three benchmark report indicated that sixty percent

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Speaker 1: of marketers are already using or are planning to use

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Speaker 1: AI influencers in their campaigns. As technology advances, the line

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Speaker 1: between real and AI generated content is becoming increasingly blurred.

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Speaker 1: So as these virtual personalities become more sophisticated and widespread,

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Speaker 1: what challenges and opportunities will emerge in the realms of marketing,

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Speaker 1: entertainment and digital interaction. Anders Sawmer Nilsen is a futurist

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Speaker 1: and global authority the intersection of digital transformation, artificial intelligence

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Speaker 1: and sustainability and as how do you feel about AI influencers?

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Speaker 1: Are they a smart move for brands to market their products?

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Speaker 1: Or are Aussie's still a bit too wary of AI

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Speaker 1: to take their recommendation seriously?

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Speaker 4: It's a case of science fiction and becoming science fact.

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Speaker 4: And I think this is very much the early dawn

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Speaker 4: of AI influencers. And of course the avant garde brands

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Speaker 4: like Versace for example, and Calvin Klein are already exploring

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Speaker 4: brand partnerships with these players. And I think the question

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Speaker 4: is whether humans will have a sense.

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Speaker 3: Of digital trust.

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Speaker 4: The best definition of trust I've ever come across is

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Speaker 4: that trust is a confident relationship with the unknown, and

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Speaker 4: oftentimes the way for us to get from the known

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Speaker 4: to the unknown is through storytelling, which these influences are

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Speaker 4: an example of. And it's amazing at the moment to

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Speaker 4: see just how the boundary between what's real and what's

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Speaker 4: synthetic or unreal virtual is now.

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Speaker 3: Really really blurring.

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Speaker 4: Early days, it's all experimentation at this stage. There's a

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Speaker 4: forebear in my Future of Space called Roy Amara who

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Speaker 4: says that humans tend to overestimate the impact of new

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Speaker 4: technologies in the short term, but we underestimate them in

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Speaker 4: the longer term. Now, I would challenge him here a

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Speaker 4: little bit and say that, hey, we actually must not

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Speaker 4: underestimate the power and the exponentiality of AI, either in

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Speaker 4: the short.

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Speaker 3: Term or in the long term.

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Speaker 4: This is profound and it's skewing our ideal of what's

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Speaker 4: actually real.

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Speaker 1: Now, there was a survey done recently that found Australian

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Speaker 1: businesses up to a third of them already using AI

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Speaker 1: and doing so without actually acknowledging that to their customers.

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Speaker 1: So the federal government is trying to introduce voluntary standards

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Speaker 1: to make sure that people are aware of when businesses

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Speaker 1: are using AI, but they're voluntary. Do you think that

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Speaker 1: goes far enough?

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Speaker 3: I don't think it goes far enough.

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Speaker 4: I mean we already know just from marketing to the

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Speaker 4: vulnerable parts of our society like children, for example, there's

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Speaker 4: certain things that you can't advertise on Bluey for example.

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Speaker 4: You know, animated characters can't do certain things. We've had

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Speaker 4: issues with disclosure around Photoshop. Now AI is going to

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Speaker 4: throw fuel onto fire of these debates, and there are

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Speaker 4: already initiatives at play globally from big players like Adobe

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Speaker 4: and Google and Microsoft to push companies into disclosing when

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Speaker 4: content is synthetically generated. Now, the forecast by one of

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Speaker 4: Joe Biden's cyber advisors, Nina di Schick, is that by

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Speaker 4: January next year, this is in twenty twenty five, ninety

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Speaker 4: percent of content online will be synthetically generated. That places

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Speaker 4: a lot of questions on ethics in a year of

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Speaker 4: international elections.

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Speaker 3: Again, what's news? What's fake news?

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Speaker 4: And at the end of the day, it seems, with

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Speaker 4: these digital influences, and you know, the likes of Little

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Speaker 4: Mikaela for example, having two point five million plus followers,

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Speaker 4: that humans are actually opting into the fake very very willingly.

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Speaker 3: And this is kind of concerning.

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Speaker 1: How AI is trained, right, And a lot of it

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Speaker 1: comes from vast ways of information across the Internet. But

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Speaker 1: with that information comes gender bias, sexism, body type expectations,

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Speaker 1: a lot of the things that women have traditionally been

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Speaker 1: told to force themselves into a thinner, prettier package. What

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Speaker 1: problematic issues do we see with the influence that AI

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Speaker 1: potentially have on young women when all this bias comes

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Speaker 1: with its learning.

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Speaker 4: We hear song lyrics like perfect imperfections, etc. But then

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Speaker 4: what we see in our Instagram feeds or TikTok feeds

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Speaker 4: is very very different.

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Speaker 3: Right.

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Speaker 4: We already know from certain studies, like from algorithm Watch,

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Speaker 4: for example, that women in undergarments or in bikinis are

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Speaker 4: fifty five percent more likely to appear in your news

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Speaker 4: feed and that pictures of food and natural landscapes are

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Speaker 4: sixty percent less likely to appear. So again, if we

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Speaker 4: were worried about the impacts of photoshop back in the

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Speaker 4: good old days, as it were, again AI is going

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Speaker 4: to throw a fuel on fire in terms of body

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Speaker 4: dysmorphia and other things, because of course these AI generated

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Speaker 4: images and videos, et cetera are just such an unreal

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Speaker 4: expectation of what body types should look like. So I

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Speaker 4: think the question is how do we actually create better

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Speaker 4: digital nutrition and better digital provenance with all of the

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Speaker 4: digital content that we create. Digital content is someone else's

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Speaker 4: brain chemistry wrapped in story and narrative. And as creators

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Speaker 4: and as brands create more and more synthetic content, they

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Speaker 4: are responsible for the brain chemistry that they enlist and

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Speaker 4: create nudge at the end of the consumption line, so

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Speaker 4: to speak, for the end consumer. And I think that

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Speaker 4: comes with a lot of responsibility, which is why brands

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Speaker 4: should be focusing increasingly on.

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Speaker 3: Digital nutrition that is actually good for us.

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Speaker 4: Think the likes of Headspace or the Waking Up app

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Speaker 4: or the open app that can actually create mindful spaces

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Speaker 4: and calm, which we also know don't necessarily sell product

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Speaker 4: but we're living in a world and we're playing with

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Speaker 4: a lot of AI fire here at the moment.

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Speaker 1: I think you touched on something before when you said

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Speaker 1: that in the not too distant future, the majority of

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Speaker 1: the Internet is going to be created synthetically. Have we

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Speaker 1: reached the end of the golden age of the Internet

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Speaker 1: where humans created the content? Are we ready to let

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Speaker 1: go of that and have say, AI influencers become the norm.

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Speaker 4: I think it's too early to say that this is

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Speaker 4: going to be the norm, because it is the early

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Speaker 4: days of the AI dawn, it's the early hours of it.

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Speaker 4: And I think what we're already seeing to a degree,

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Speaker 4: given some of the initiatives from Adobe, Microsoft, Google, et cetera,

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Speaker 4: to have almost like an organic stamp on real content

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Speaker 4: versus synthetic content. I think with all of that, we're

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Speaker 4: going to also see over time a little bit of

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Speaker 4: a counter movement, a counter trend towards very authentic, very real,

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Speaker 4: very unscripted, human provenance as well. And I think this

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Speaker 4: is always the trend when things get more and more synthetic,

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Speaker 4: when it becomes easier and easier to smash out content

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Speaker 4: every hour of the day, real human analog signal is

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Speaker 4: also really going to connect in a world of the

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Speaker 4: increasing digital noise. We're already seeing that with the A

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Speaker 4: Triple C and other regulators asking for disclosure and regulating

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Speaker 4: the use of AI and marketing and all the rest.

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Speaker 3: We're already also seeing.

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Speaker 4: That AI generated content on LinkedIn and Instagram, et cetera.

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Speaker 4: It's actually trending south because of course the AI engines

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Speaker 4: within Instagram and LinkedIn and TikTok et cetera generate. They

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Speaker 4: can see whether something is synthetically generated and may actually.

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Speaker 3: Seem less authentic.

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Speaker 4: And we know authenticity is also something that connects with

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Speaker 4: human digital minds and analog hearts.

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Speaker 1: What message, then, should we be sending to brands who

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Speaker 1: are exploring the use of AI influencers right now, because

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Speaker 1: for them, there's a lot of control around their brand.

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Speaker 1: Their AI influencers not going to go to a party

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Speaker 1: and get drunk and do something stupid. You know, they

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Speaker 1: absolutely have control of their messaging and it seems to

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Speaker 1: be cost effective for them as well. So it's an

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Speaker 1: easy choice. But what said she would be sending brands

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Speaker 1: when we are still looking for authenticity.

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Speaker 4: I think it's important to see that value still translate

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Speaker 4: virtual ether and the digital ether. So if a brand

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Speaker 4: like Duve, for example, if they're into body positivity and diversity,

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Speaker 4: for example, that these things carry through to their digital

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Speaker 4: avatars and they don't just rely on the databased metrics.

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Speaker 4: Because we know that humans don't necessarily consume what's good

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Speaker 4: for us, some of us for a digital nutrition that

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Speaker 4: in fact can cause us anxiety or depression, et cetera.

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Speaker 4: And I think it comes with a lot of responsibility

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Speaker 4: for brands when they're choosing to nudge and to shape

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Speaker 4: their digital avatars or their digital influences. So making sure

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Speaker 4: that the values of the brands carry across, be that

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Speaker 4: more evaceous type or you know, something that feels a

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Speaker 4: bit more real and that might be more aligned to

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Speaker 4: the average sizing of the Australian woman, for example. These

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Speaker 4: things are going to be important because you know, again

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Speaker 4: a high will otherwise throw fuel ont fire of the

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Speaker 4: photoshop led dysmorphia that we've been talking about for years now.

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Speaker 1: The future of influencers may be artificial, but its impact

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Speaker 1: on our world will be very real. As we navigate

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Speaker 1: this new frontier, it'll be crucial to establish ethical guidelines

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Speaker 1: and transparency measures to ensure that the rise of AI

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Speaker 1: influencers benefits not just brands, but US consumers too. Thanks

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Speaker 1: for taking some time to feed your mind with us today.

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Speaker 1: The quickie is produced by me Claire Murphy and our

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Speaker 1: senior producer Taylor Strano, with audio production by Louhil