In March 2024, an ethical dilemma was presented to The Clueless AIGENCY (TCA), led by founder and chief executive officer Ruben Cruz, surrounding Aitana, the agency’s artificial intelligence (AI)-driven virtual influencer. While Aitana’s lifelike appeal and effectiveness had garnered significant attention, her rise was raising serious ethical concerns regarding potential manipulation, consumer deception, and the impact of such virtual influencers on transparency and authenticity in marketing. The TCA team would have to consider that such concerns might affect the future of Aitana and TCA’s approach to AI-driven marketing and that it might be wise to develop a strategy that balanced innovation with a commitment to integrity and social responsibility.
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