A recent report by MIT highlights a growing trend among Chinese influencers who are increasingly turning to deepfakes to extend their livestreams. These AI-generated videos mimic real people with increasing realism. Initially coined by a Reddit user, “deepfake,” these AI creations are now used by influencers to produce more content.
Only yesterday, the AI insider reported that the modelling industry is shifting with virtual influencers like Aitana, a creation from a Barcelona-based agency.
In China, where livestreaming significantly impacts the e-commerce market, surpassing the influence of platforms like Instagram and TikTok, these deepfakes have found a lucrative niche. This approach, sometimes termed “influencer farms,” has been likened to a Gen Z version of QVC or modern infomercials.
2022 data revealed that livestreaming influencers in China were instrumental in driving sales, potentially exceeding $500 billion in revenue. While the West may find the concept of influencer farms surreal, using deepfakes as a content strategy is gaining traction. According to MIT Technology Review, creating an AI clone costs around $1,100, though more sophisticated versions are pricier.
These deepfakes can lip-sync scripts generated by language models, requiring minimal human input. Sima Huapeng, CEO of Silicon Intelligence, notes that advanced versions could even interact live with viewers. However, animated deepfakes like Neuro-sama avoid the “uncanny valley” effect, where too-humanlike AI creates discomfort.
Research shows acceptance varies depending on AI’s representation, with human-like AI often trusted less. Influencer deepfakes seem to fall into the less trusted category. For instance, Meta’s AI influencer collaborations met with resistance rather than enthusiasm.
In China, actor Chen Yiru faced backlash for using a deepfake to simulate a 15-hour livestream, despite a disclaimer and regulatory measures mandating watermarks on AI content. This incident sparked debates on authenticity and the ethical implications of AI in influencer marketing.
Featured image: Credit: twitter.com/bornmiserable
