Aitana, an AI-created model from Spain, emerged during a challenging time for her creator, Rubén Cruz, founder of The Clueless agency. Facing a dearth of clients and projects being disrupted due to issues with influencers and models, Cruz decided to create Aitana, a 25-year-old virtual model with perfect features and pink hair from Barcelona. Aitana quickly became lucrative, potentially earning up to €10, 000 a month, though averaging about €3, 000. She promotes brands like Big sports supplements and shares content on platforms like Fanvue. Within a year and a half, Aitana amassed over 343, 000 Instagram followers, receiving attention even from celebrities unaware of her virtual nature.

Following her success, the agency introduced another AI model, Maia, and Lia Z. , an AI singer-songwriter with a record deal. Each week, the agency crafts Aitana's life and narrative, making her relatable by assigning her attributes like fitness enthusiasm and a distinct personality. Her creators integrated appealing societal traits, like her pink hair symbolizing Europeanized oriental culture, to resonate with followers. Her success drew brands interested in custom virtual models, offering continuity and cost savings. Despite the agency's vision to democratize model use, critics worry about promoting unrealistic perfection and highly sexualized images. The creators argue they reflect prevailing influencer and brand aesthetics, asserting that a broader change in brand vision is necessary to alter the system.