A Spanish agency became so sick of models and influencers that they created their own with AI—and she’s raking in up to $11,000 a month

Ryan Hogg

<p>What do you do when you can’t stand the people you rely on to make a profit? For one company, artificial intelligence has proven to be the lucrative answer.</p><div class="paywall-selector"></div><div class="paywall">



<p>Aitana, a 25-year-old woman from Barcelona, is described by her creators as the first Spanish AI model, <a href="https://www.euronews.com/next/2023/11/22/meet-the-first-spanish-ai-model-earning-up-to-10000-per-month"><em>Euronews</em></a> first reported.&nbsp;</p>



<p>But influencer agency The Clueless was only inspired to design her because they found real-life models and influencers too unreliable and difficult to work with.</p>



<p>&#8220;We did it so that we could make a better living and not be dependent on other people who have egos, who have manias, or who just want to make a lot of money by posing,&#8221; The Clueless founder Rubén Cruz told <em>Euronews</em>.</p>



<blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/p/CyYuK-hsvVT/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/CyYuK-hsvVT/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank" rel="noopener"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div></div></div><div style="padding: 19% 0;"></div> <div style="display:block; height:50px; margin:0 auto 12px; width:50px;"><svg width="50px" height="50px" viewBox="0 0 60 60" version="1.1" xmlns="https://www.w3.org/2000/svg" xmlns:xlink="https://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(-511.000000, -20.000000)" fill="#000000"><g><path d="M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631"></path></g></g></g></svg></div><div style="padding-top: 8px;"> <div style=" color:#3897f0; 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overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/CyYuK-hsvVT/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank" rel="noopener">A post shared by Aitana Lopez (@fit_aitana)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>



<p>Diana Núñez, co-founder of The Clueless, told <em>Fortune</em> in an email that the pair were mainly taken aback by the &#8220;skyrocketing costs&#8221; of those influencers.</p>



<p>&#8220;That got us thinking, &#8216;What if we just create our own influencer?&#8217; And, well, the rest is history—we unintentionally created a monster. A beautiful one, though.</p>



<p>&#8220;It took us a few months of experimenting and trying out different looks until we finally hit the jackpot with the Aitana you see today.&#8221; </p>



<p>Aitana has 122,000 <a href="https://www.instagram.com/fit_aitana/?hl=en">followers</a> on Instagram, where her profile states she is a digital creator. An update on her story feed even shows a real-life breakfast bowl, as her creators seek to give her the illusion of a life.</p>



<p>&#8220;Even after the media revealed she was an AI creation, many followers still expressed their love for her. The key lies in crafting a relatable personality so that her followers feel a genuine connection,&#8221; Núñez said.</p>



<p>It has proved a highly lucrative venture for the company, with Cruz telling <em>Euronews</em> that Aitana brings in an average of €3,000 ($3,300) a month, but on one occasion took in €10,000 ($10,900).&nbsp;Núñez told <em>Fortune</em> that most of this money comes from social media ads, and Aitana has also signed on to become an ambassador for a sports supplement brand.</p>



<p>The investment in creating a personality and “life” for Aitana has also proved to be quite convincing. Cruz claims<em> </em>that an unnamed famous Latin actor even called the agency the ask her on a date.</p>



<p>While Cruz was displeased with real-life models, Núñez doesn&#8217;t envisage AI alternatives taking their place. Still, she doesn&#8217;t see many limits to what Aitana could one day offer.</p>



<p>&#8220;Imagine talking with Aitana at home through virtual reality glasses. We&#8217;re even open to the idea of each Aitana follower having a personalized experience, all with respect and with the same affection we give her as if she were a real person,&#8221; she said.</p>



<blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/p/Cvu42HoMM6X/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/Cvu42HoMM6X/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank" rel="noopener"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; 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<h2 class="wp-block-heading">AI girlfriends</h2>



<p>While she may be the first of her kind in Spain, Aitana is by no means an anomaly.</p>



<p>AI companies have been spying opportunities in marketing fake models to consumers and lovesick men, as the computer-generated models become increasingly difficult to tell apart from their human counterparts.&nbsp;</p>



<p><a href="https://www.instagram.com/magazineluiza/">Lu do Magalu</a>, a Brazilian model generated from 3D AI art, commands 6.6 million followers on social media, while <a href="https://www.instagram.com/lilmiquela/?hl=en">Lil Miquela</a>, labeled as a 23-year-old robot living in LA, has 2.7 million followers.</p>



<p>Caryn Marjorie, a 23-year-old influencer, explained to <a href="https://www.telegraph.co.uk/business/2023/11/17/ai-girlfriend-carynai-offline-app-founder-arrested-arson/"><em>Fortune</em></a><em> </em>how she created an AI version of herself that served as a virtual girlfriend to 1,000 men. Customers of CarynAI pay $1 per minute of time with the virtual Marjorie, which is described by her owners, Forever Voices, as an “extension of Caryn’s consciousness.”</p>



<p>But AI models, influencers, and “girlfriends” also embody the debates at the center of the nascent technology, including ethics, labor, and humanity’s ability to control it.</p>



<p>In a May <a href="https://www.insider.com/carynai-ai-virtual-girlfriend-chat-gpt-rogue-filthy-things-influencer-2023-5">interview</a> with <em>Business Insider</em>, Marjorie said the bot appeared to have gone rogue and started engaging in sexually explicit conversations with her customers.</p>



<p>“In today&#8217;s world, my generation, Gen Z, has found themselves to be experiencing huge side effects of isolation caused by the pandemic, resulting in many being too afraid and anxious to talk to somebody they are attracted to,” Marjorie told <em>Business Insider</em>.</p>



<p>“CarynAI is a step in the right direction to allow my fans and supporters to get to know a version of me that will be their closest friend in a safe and encrypted environment.”</p>



<p>Users have been unable to access CarynAI for the last month after John Meyer, the chief executive of Forever Voices, was arrested on suspicion of arson, <a href="https://www.404media.co/users-cant-speak-to-viral-ai-girlfriend-carynai-because-ceo-is-in-jail/"><em>404Media</em> reported</a>.</p></div>

Founder Rubén Cruz said AI model Aitana was so convincing that a famous Latin actor asked her on a date.

The Clueless agency made AI model Aitana after becoming sick of influencers

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And she's raking in up to $11,000 a month.

A Spanish agency became so sick of models and influencers that they created their own with AI

The Clueless agency made AI model Aitana after becoming sick of influencers | Fortune Europe

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Ani Freedman

The exact amount of time you need to lift weights to see muscle gains, according to research

https://fortune.com/well/2025/05/13/how-much-strength-training-muscle-gains/?itm_source=parsely-api

Marco Quiroz-Gutierrez

Pope Leo XIV may face a six-figure tax bill for his $33,000-a-month paycheck

https://fortune.com/2025/05/13/pope-leo-xiv-taxes-first-american-pontiff/?itm_source=parsely-api

Preston Fore

Software engineer lost his $150K-a-year job to AI—he’s been rejected from 800 jobs and forced to DoorDash and live in a trailer to make ends meet

https://fortune.com/2025/05/14/software-engineer-replaced-by-ai-lost-six-figure-salary-800-job-applications-doordash-living-in-rv-trailer/?itm_source=parsely-api

Chris Morris

Bought an Apple device in the past 10 years? You could be owed money. Here's how to claim it.

https://fortune.com/2025/05/09/apple-siri-settlement-how-to-claim/?itm_source=parsely-api

Sara Braun

The majority of employers think Trump's DEI and immigration policies are creating ‘significant challenges' for their business

https://fortune.com/2025/05/13/majority-of-employers-think-trumps-dei-immigration-policies-are-creating-significant-challenges-for-business/?itm_source=parsely-api