Social media influencers have embraced artificial intelligence to spice up their content but they are also facing growing competition from AI-generated Instagramers, TikTokers and YouTubers.

Virtual models

Sporting pink hair and posing in lingerie, swimsuits or gym outfits, Aitana Lopez has more than 300,000 followers on Instagram where she is described as a "gamer at heart" and "fitness lover" — except she’s not real.