AI ‘content creators’ are getting harder to spot

This is The Stepback , a weekly newsletter breaking down one essential story from the tech world. For more on AI confusion, follow Robert Hart . The Stepback arrives in our subscribers’ inboxes at 8AM ET. Opt in for The Stepback here . At first, AI influencers were relatively easy to identify — and to ignore. Aside from the occasional bursts of hype, they didn’t seem to change much about the way social media worked. The earliest virtual influencers — Lil Miquela with her blunt fringe and freckles, Imma with her bubblegum pink bob, and Shudu Gram with her flawless complexion — were obviously digital productions. Collaborations were announced with fanfare . Posts required studios, money, coordination, and a lot of polish. Over time, I’ve noticed that the fake people on my timeline have started looking more and more like everyone else on it. Characters like Emily Pellegrini and Aitana Lopez moved a bit closer to reality — or at least to the reality of that well-traveled, well-off friend from college you didn’t keep in touch with, forever posting from nice restaurants and beautiful places, or from Coachella and Wimbledon . Not exactly relatable, but, then again, most professional influencers aren’t either. Even then, many of these accounts aren’t standard ones by any means. Lopez is the product of a Spanish creative agency called The Clueless, which manages a stable of AI influencers. …