An AI-generated influencer named Mia Zelu has gained significant attention for posting content from Wimbledon, accumulating over 160,000 followers despite never actually attending the tournament.

According to a Tennis.com report, Mia Zelu’s Instagram feed features convincing Wimbledon content, including front-row seats on Centre Court, Pimm’s cups, and stylish tennis-inspired outfits. While her AI origins are disclosed in her bio, this information is hidden behind a “Read More” button, causing many followers to believe she is a real person attending the prestigious tennis event.

“Still not over the event… Which Wimbledon match was your fave?” Mia captioned one recent post, receiving comments from unsuspecting followers expressing admiration and envy. Some users have begun questioning her authenticity, with comments like “She’s not real guys…” and “Wait, so you aren’t real?! I’m so confused now.”

This development coincides with a recent YouTube report indicating virtual creators have transitioned from niche curiosities to influential players in the digital space. According to the report, a sample of just 300 virtual creators generated over 15 billion views across videos, live streams, and Shorts last year. Videos related to virtual YouTubers have averaged 50 billion views annually over the past three years.

Growing Market for Digital Personas

As Tennis.com notes, Mia’s account is part of a network of similar AI-generated influencers, including Ana Zelu, described as her “sister.” Ana launched in January 2024, while Mia debuted in March 2025. Both accounts feature nearly identical travel and lifestyle content.

These virtual influencers represent a fast-growing segment within the creator economy. Lil Miquela, one of the earliest examples, has amassed 2.4 million Instagram followers since her 2016 debut and has appeared in campaigns for luxury brands like Givenchy and Chanel.

The economic potential of these digital personas is notable. The creators of Aitana Lopez, a pink-haired AI model based in Barcelona, reportedly earn up to $10,000 monthly through brand deals promoting products ranging from supplements to hair care.

Diana Nuñez, co-founder and Creative Director of The Clueless AIgency, which created Aitana, pointed to several advantages of virtual influencers: “Many brands are turning towards AI influencers because they streamline the content creation process, significantly cutting costs and time.”

She claims these digital personas eliminate logistical challenges associated with human influencers. “There are no photoshoots, no wardrobe fittings, no makeup sessions – all aspects that significantly slow down the content production process for human influencers,” Nuñez said.

Transparency Challenges

Despite technological advances, transparency remains essential in the virtual influencer space. Research from Traackr indicates that 75% of consumers at least somewhat agree they would want disclosure when AI is used to create content they consume.

The German National Tourist Board recently faced backlash after unveiling Emma, an AI-generated avatar, as its “interactive brand ambassador.” Critics questioned the use of an AI influencer for travel promotion, with some noting inconsistencies in Emma’s images.

A survey by The Influencer Marketing Factory reveals that 36% of respondents believe AI and virtual influencers should disclose their non-human nature in their social media profiles and bios. Regarding trust, 15% of respondents rate their trust in products advertised by virtual influencers at 7 out of 10.

Future Trajectory

Industry leaders predict continued growth for AI-powered creators. “In 2025, we anticipate the rise of fully AI-driven creators staking their claims online. Virtual influencers will integrate into our feeds, and some will be so convincing that we won’t even realize they’re AI,” Michael Bonifati, Director of Marketing at COY Creator, recently told Net Influencer.

However, some experts foresee resistance to this trend. Clair Sidman, VP of Marketing at Collective Voice, offers a contrasting view: “With social media users already wary of influencer recommendations, we predict a groundswell of support for human-centered content and not artificial human content.”

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