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Meet the AI influencers ALREADY making millions from mega deals with fashion giants – could you tell they don’t exist?

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Meet the AI influencers ALREADY making millions from mega deals with fashion giants - could you tell they don't exist?

THEIR jet-set lifestyles, stunning wardrobes and perfect figures leave mere mortals drooling with envy.

Influencers Lil Miquela, Imma and supermodel Shudu have raked in millions from deals with fashion giants such as Dior, Calvin Klein, Chanel and Prada.

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Last week, Nordic model Milla Sofia duped Twitter users into believing her bikini photos were authenticCredit: Twitter / AiModelMilla
It comes amid a growing number of dupe profiles on social media - with computer-generated characters so realistic they can fool humans

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It comes amid a growing number of dupe profiles on social media – with computer-generated characters so realistic they can fool humansCredit: Getty

Almost eight million fans on social media are fascinated by every detail of their lives, especially Lil Miquela’s relationship with fellow “star” Blawko.

But these shiny celebrities all have one thing in common — not one of them is real.

Welcome to the world of the virtual influencer, which is already estimated to be worth an eye-watering £3.5billion and is projected to grow by 26 per cent by 2025, experts claim.

Tech firms behind the computer-generated characters — made by graphic designers and digital artists using artificial intelligence — can rake in as much as £8,000 for a social media post by collaborating with big brands.

And the dupe profiles are so realistic, many followers are convinced they are humans.

Just last week, Nordic model Milla Sofia duped Twitter users into believing her glam bikini pics — supposedly posted from all over the world — were authentic.

Despite her account stating she is a “19-year-old robot girl”, fans were quick to call her gorgeous, sexy and beautiful, with just a handful of people pointing out she was made by AI.

Ted Murphy, founder of global influencer marketing firm IZEA, says the rise of virtual characters will transform the advertising landscape.

He told The Sun: “They are not confined by human limitations.

“They can be in multiple places at once, speak any language, perform incredible feats and even undergo a total redesign at will.

“This offers boundless creative potential for brand storytelling, marketing and audience engagement.”

Instagram expert Estelle Keeber, of consultancy Immortalmonkey.com, said AI streamers are becoming more and more popular because they offer brands a “high level of control” over their messaging.

She said: “AI doesn’t have personal biases or controversial opinions that could negatively impact brand image.

“They can maintain a consistent presence online, posting at predetermined times without fatigue, which ensures regular engagement with the target audience and potential customers.

“There is also a cost benefit. Instead of hiring expensive models and photographers, companies and brands can create stunning custom visuals with AI-generated characters which are budget friendly and still looking fabulous.”

But Estelle warned business chiefs to “strike a balance” between virtual and real influencers to avoid alienating customers.

In 2019, car maker Renault became one of the first global firms to create a virtual beauty for a TV advert, launching dark-haired Liv — an inoffensive everywoman in her 20s.

Samsung followed by hiring Lil Miquela — who is projected to earn £9million this year — for its #teamgalaxy campaign.

The 19-year-old “robot living in LA” was named one of Time Magazine’s top 25 most influential people on the internet in 2018 and went on to star in an advert for Calvin Klein with top model Bella Hadid.

‘Mesmerising idea’

With 3.6million followers on TikTok and 2.7million on Instagram, Lil Miquela — created by American AI company Brud — is considered the Queen of virtual reality.

But there are plenty of other stars, including Shudu, with 240,000 Insta followers and who can command up to £400 per post, and Japanese creation Imma, who landed a deal to promote furniture giant Ikea.

But she calls for strict regulations - since as it develops, we may not know what is real any more

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But she calls for strict regulations – since as it develops, we may not know what is real any moreCredit: Getty

Presenter Lara Lewington, who co-hosts the BBC’s weekly flagship technology show Click, said the virtual influencers appeal to Gen Z, who are looking for novel engagement.

Though she is calling for strict regulations, amid fears of a future which blurs the lines between reality and fiction.

Lara told us: “In a way I think ‘Why not use AI?’. It’s a mesmerising idea and influencers can be created in the exact way companies want to create them.

“Firms have always embraced technology in advertising and this is just the latest way of doing things.

“Artificial intelligence will become embedded more and more around us and we, as humans, will decide what we want to engage with.

“Some people will be interested in it, while others will feel these influencers are a step too far.

“One of the big issues is that, as it develops, we may not know what’s real any more and you have to ask if that will become more and more of a problem on social media.

“Measures are being talked about to ensure people can differentiate.

“One idea is to watermark AI content, but it relies on creators to do it properly.”

There are also worries over how much power these fabricated figures could wield.

Bermuda is an American influencer who trash talks rivals and once pushed the Trump agenda before switching political allegiances when he left the White House.

She caused a furore in 2018 by posting: “It’s OK to be white. I said it and I’m not afraid to say it: I am proud to be a white woman.”

Journalist Lara says it is posts such as Bermuda’s that concern her.

She added: “Artificial intelligence is such an emotive subject because humanity can feel threatened, and if it can create a virtual person, you don’t want it creating a dictator with a whole agenda that can live on for ever.”

Statistics reveal that some 60 per cent of people follow at least one virtual influencer.

And among those who don’t, 51 per cent of social media users admitted they simply have no interest in them.

Figures from the Influencer Marketing factory also show that, of those who follow robot accounts, 28 per cent engage on TikTok and YouTube and around 20 per cent on TikTok.

PR expert Mark Borkowski believes AI can never compete with real brand ambassadors, even when they become embroiled in drama and scandal.

He said: “Although AI will tick all the boxes, an old-fashioned story always wins.

“People are drawn to things that are new and shiny and will dive in.

“But they can get bored quickly and move on.

“Just because someone follows something, it doesn’t mean they are actively engaging with it.

“Are you going to tell me that fake AI replaces the likes of Cristiano Ronaldo or Kylie Jenner? Of course not.”

Below we highlight some of the top AI influencers . . .

Lil Miquela

Computer wizardry to create and mix music lets this 'influencer' have songs on Spotify

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Computer wizardry to create and mix music lets this ‘influencer’ have songs on SpotifyCredit: Instagram / lilmiquela

Worth: An estimated £10million and can charge up to £8,000 a post.

Profile: Claims to be a 19-year-old robot living in LA but was created by American AI company Brud.

Loves Cardi B, supports #blacklivesmatter and transgender rights.

Computer wizardry to create and mix music lets the Brazilian-American have songs on Spotify.

Has partnered with brands such as Pacsun and Prada.

Followers: 2.7million on Instagram, 3.6million on TikTok.

Controversy: Model Bella Hadid was accused of “queer baiting” after “kissing” Lil Miquela in a Calvin Klein advert. The firm later apologised.

Bermuda

Bermuda was valued at £440,000 a year until she mysteriously stopped posting in 2020 amid a row over her inventors

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Bermuda was valued at £440,000 a year until she mysteriously stopped posting in 2020 amid a row over her inventorsCredit: Instagram / bermudaisbae

Worth: Valued at £440,000 a year until she mysteriously stopped posting in 2020 amid a row over her inventors.

Profile: Trump supporter who trashed other influencers. Posted memes condemning Hillary Clinton.

Her virtual boyfriend is Blawko.

Followers: 244,000 on Instagram.

Controversy: Bermuda was thought to be the brainchild of mysterious US firm Cain Intelligence.

But when she allegedly hacked Lil Miquela’s profile in 2018, it sparked rumours she was also created by Brud.

Mikirah Muse

Mikirah is a curvy 'model' who calls herself a singer, DJ and producer

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Mikirah is a curvy ‘model’ who calls herself a singer, DJ and producerCredit: Instagram / mikirahmuse

Worth: £100 an Instagram post.

Profile: The curvy “model” first appeared on Instagram in February 2021, calling herself a singer, DJ and producer – but little else is known.

Appears to be based in America.

Followers: 3,500 on Instagram

Controversy: None . . . yet.

Milla Sofia

Milla set up her Instagram just profile last month, and already has 52,000 followers

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Milla set up her Instagram just profile last month, and already has 52,000 followersCredit: Supplied

Worth: Having set up her Instagram profile just last month, there are not many financial details on Milla.

But with 52,000 followers, she could charge up to £350 a post on the platform.

Profile: Pictured in a selection of itsy-bitsy teeny-weeny bikinis.

Followers: 52.7k on Instagram, 90,000 on TikTok and 12.5k on Twitter (now X)

Controversy: Mila looks so realistic that X users were fooled into thinking she was real.

It appears many were too busy admiring her pictures to read her bio, where she describes herself as a “24-year-old robot girl living in Helsinki”.

Imma

Imma is Japan's first virtual model and took part in the 2020 Tokyo Paralympic Games closing ceremony

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Imma is Japan’s first virtual model and took part in the 2020 Tokyo Paralympic Games closing ceremonyCredit: Instagram / imma

Worth: £505,000 a year and £1,000 a post.

Profile: Japan’s first virtual model, invented by tech firm Aww Inc, who is known for her bubblegum pink bob.

She has worked with top brands including Porsche Japan, Ikea, Dior, Puma, Nike, Valentino and Amazon.

Followers: 11,100 on Twitter (now X) and 399,000 on Instagram.

Controversy: Took part in the 2020 Tokyo Paralympic Games, where she “participated” in the closing ceremony, marking a first for the virtual world.

BLAWKO

Blawko is a streetwise 'bad boy' who once 'dated' Bermuda - leading to more questions as to who's behind the Trump-supporting influencer

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Blawko is a streetwise ‘bad boy’ who once ‘dated’ Bermuda – leading to more questions as to who’s behind the Trump-supporting influencerCredit: Instagram/blawko22

Worth: An estimated £159,000 a year and £600 per Instagram post.

Profile: A streetwise bad boy who lives in LA and dates Lil Miquela.

They were created by the same tech firm, Brud.

Never seen without a mask covering his lower face, even before the pandemic.

He was once represented by top PR firm Huxley and has worked with fashion brands including Balenciaga and Supreme.

Followers: More than 224,000 on YouTube and 130,000 on Facebook.

Controversy: Once “dated” Lil Miquela’s rival Bermuda, which led to even more questions about who was behind the Trump-supporting influencer.

Shudu

Shudu's creator Cameron-James Wilson was accused of denying real black women the chance to model

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Shudu’s creator Cameron-James Wilson was accused of denying real black women the chance to modelCredit: Instagram / shudu.gram

Worth: Earns around £96,000 a year and can charge up to £400 a post.

Profile: The creation of British fashion photographer Cameron-James Wilson, she claims to be the world’s first AI supermodel.

Recently seen in Louis Vuitton cothing for a shoot in Harper’s Bazaar magazine.

Followers: 240,000 on Instagram.

Controversy: Cameron-James was accused of denying real black women the chance to model.

He later said: “There’s a big kind of movement with dark skin models. So she represents them and is inspired by them.”

Kyra

India's first meta-influencer Kyra attends music festivals worldwide and has endorsed Indian brands

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India’s first meta-influencer Kyra attends music festivals worldwide and has endorsed Indian brandsCredit: Instagram / kyraonig

Worth: Not yet known

Profile: India’s first meta-influencer launched her career as a “dream chaser, model and traveller” last year.

She attends music festivals worldwide and has endorsed Indian brands including Morris Garages and Navro phones.

At least three dead in plane crash as emergency services scrambled to scene
Gilgo suspect's ‘biggest mistake revealed & shows he's a narcissist'

Followers: 215,000 on Instagram and 1,800 on YouTube.

Controversy: Instagram critics claim that she looks “cartoonish”, with one saying: “The human vibe we get is lost.”



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With the end of the Hollywood writers and actors strikes, the creator economy is the next frontier for organized labor

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With the end of the Hollywood writers and actors strikes, the creator economy is the next frontier for organized labor

Hollywood writers and actors recently proved that they could go toe-to-toe with powerful media conglomerates. After going on strike in the summer of 2023, they secured better pay, more transparency from streaming services and safeguards from having their work exploited or replaced by artificial intelligence.

But the future of entertainment extends well beyond Hollywood. Social media creators – otherwise known as influencers, YouTubers, TikTokers, vloggers and live streamers – entertain and inform a vast portion of the planet.

For the past decade, we’ve mapped the contours and dimensions of the global social media entertainment industry. Unlike their Hollywood counterparts, these creators struggle to be seen as entertainers worthy of basic labor protections.

Platform policies and government regulations have proved capricious or neglectful. Meanwhile, creators’ bottom-up initiatives to collectively organize have sputtered.

Living on the edge

Industry estimates regarding the size and scale of the creator economy vary. But Citibank estimates there are over 120 million creators, and an April 2023 Goldman Sachs report predicted that the creator economy would double in size, from US$250 billion to $500 billion, by 2027.

According to Forbes, the “Top 50 Creators” altogether have 2.6 billion followers and have hauled in an estimated $700 million in earnings. The list includes MrBeast, who performs stunts and records giveaways, and makeup artist-cum-true crime podcaster Bailey Sarian.

The windfalls earned by these social media stars are the exception, not the norm.

The venture capitalist firm SignalFire estimates that less than 4% of creators make over $100,000 a year, although YouTube-funded research points to a rising middle class of creators who are able to sustain careers with relatively modest followings.

These are the users who find themselves most vulnerable to opaque changes to platform policies and algorithms.

Platforms like to “move fast and break things,” to use Meta CEO Mark Zuckerberg’s infamous expression. And since the creator economy relies on social media platforms to reach audiences, creators’ livelihoods are subject to rapid, iterative changes in platforms’ features, services and agreements.

Yes, various platforms have introduced business opportunities for creators, such as YouTube’s advertising partnership feature or Twitch’s virtual goods store. However, the platforms’ terms of use can flip on a switch. For example, in September 2022, Twitch changed its fee structure. Some streamers who were retaining 70% of all subscription revenue generated from their accounts saw this proportion drop to 50%.

In 2020, TikTok, facing rising competition from YouTube Shorts and Instagram reels, launched its billion-dollar Creator Fund. The fund was supposed to allow creators to get directly paid for their content. Instead, creators complained that every 1,000 views only translated to a few cents. TikTok suspended the fund in November 2023.

Bias as a feature, not a bug

The livelihoods of many fashion, beauty, fitness and food creators depend on deals brokered with brands that want these influencers to promote goods or services to their followers.

Yet throughout the creator economy, people of color and those identifying as LGBTQ+ have encountered bias. Unequal and unfair compensation from brands is a recurring issue, with one 2021 report revealing a pay gap of roughly 30% between white creators and creators of color.

Along with brand biases, platforms can exacerbate systemic bias. Creator scholar Sophie Bishop has demonstrated how nontransparent algorithms can categorize “desirability” among influencers along lines of race, gender, class and sexual orientation.

Then there’s what creator scholar Zoë Glatt calls the “intimacy triple bind”: Marginalized creators are at higher risk of trolling and harassment, they secure lower fees for advertising, and they are expected to divulge more personal details to generate more engagement and revenue.

Couple these precarious conditions with the whims and caprices of volatile online communities that can turn beloved creators into villains in the blink of a text or post, and even the world’s most successful creators live on a precipice of losing their livelihoods.

Food influencer Larry Mcleod, 47, better known on social media as Big Schlim, reviews the restaurant Shellfish Market in Washington, D.C.
Sarah L. Voisin/The Washington Post via Getty Images

Rumblings of solidarity

Unlike their counterparts in the legacy media industries, creators have neither taken easily nor well to collective action as they operate from their bedrooms and fight for more eyeballs.

Yet some members of this creator class recognize that the bedroom-boardroom power imbalance is a bottom line matter that requires bottom-up initiative.

The Creators Guild of America, or CGA, which launched in August 2023, is but one of many successors to the original Internet Creators’ Guild, which folded in 2019. Paradoxically, CGA describes itself as a “professional service organization,” not a labor union, yet claims to offer benefits “similar to those offered by unions.”

There are other movements afoot: A group of TikTok creators formed a Discord group in September 2022 to discuss unionizing. There’s also the Twitch Unity Guild, a program launched in December 2022 for networking, development and celebration and includes a dedicated Discord space. In response to the rampant bias in influencer marketing, creator-led firms like “F–k You Pay Me ” are demanding greater fairness, transparency and accountability from brands and advertisers.

Twitch streamers are already seeing some of their organizing efforts pay off. In June 2023, after a year of repeated changes in streamer fees and brand deals, the company capitulated in response to the backlash of their top streamers threatening to leave.

None of these initiatives has yet attained the legal status of unions such as the Writers Guild of America. Meanwhile, efforts by the Screen Actors Guild-American Federation of Television and Radio Artists to recruit creators have proved limited. Legal scholar Sara Shiffman has written about how SAG-AFTRA provides creators with health and retirement benefits, but offers no resources to ensure fair and equitable compensation from platforms or advertisers. Nonetheless, while on strike, SAG-AFTRA threatened creators that partnered with studios with a lifetime ban from joining the union.

And despite these bottom-up efforts, the tech behemoths refuse to recognize creators’ fledgling organizations. When a union for YouTubers formed in Germany in 2018, YouTube refused to negotiate with it. Nonetheless, you’ll see companies trot out their biggest stars when they find themselves under regulatory scrutiny. That’s what happened when TikTok sponsored creators to lobby politicians who were debating banning the platform.

People of all races and ages pose holding signs that read 'Keep TikTok' and 'My small business thrives on TikTok.'
TikTok creators gather outside the U.S. Capitol to voice their opposition to a potential ban on the app, highlighting the platform’s impact on their livelihoods.
Nathan Posner/Anadolu Agency via Getty Images

An invisible class of labor

Meanwhile, most governments have failed to provide support for – or even recognition of – creator rights.

Within the U.S., creators “barely exist” in official records, as technology reporters Drew Harwell and Taylor Lorenz recently pointed out in The Washington Post. The U.S. Census Bureau makes no mention of social media as a profession; it is invisible as a distinctive class of labor.

To date, the Federal Trade Commission is the only U.S. agency to introduce regulation tied to the work of creators, and it’s limited to disclosure guidelines for advertising and sponsored content.

Even as the European Union has operated at the forefront of tech and platform policy, creators rate scant mention in the body’s laws. Writing about the EU’s 2022 Digital Services Act, legal scholars Bram Duivendvoorde and Catalina Goanta criticize the EU for leaving “influencer marketing out of the material scope of its specific rules,” a blind spot that they describe as “one of its main pitfalls.”

The success of the 2023 Hollywood strikes could be just the beginning of a larger global movement for creator rights. But in order for this new class of creators to access the full breadth of their economic and human rights – to borrow from the movie “Jaws” – we’re gonna need a bigger boat.

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Paris mayor to stop using ‘global sewer’ X

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Hidalgo called Twitter a 'vast global sewer'

Hidalgo called Twitter a ‘vast global sewer’ – Copyright POOL/AFP Leon Neal

Paris Mayor Anne Hidalgo said on Monday she was quitting Elon Musk’s social media platform X, formerly known as Twitter, which she described as a “global sewer” and a tool to disrupt democracy.

“I’ve made the decision to leave X,” Hidalgo said in an op-ed in French newspaper Le Monde. “X has in recent years become a weapon of mass destruction of our democracies”, she wrote.

The 64-year-old Socialist, who unsuccessfully stood for the presidency in 2022, joined Twitter as it was then known in 2009 and has been a frequent user of the platform.

She accused X of promoting “misinformation”, “anti-Semitism and racism.”

“The list of abuses is endless”, she added. “This media has become a vast global sewer.”

Since Musk took over Twitter in 2022, a number of high-profile figures said they were leaving the popular social platform, but there has been no mass exodus.

Several politicians including EU industry chief Thierry Breton have announced that they are opening accounts on competing networks in addition to maintaining their presence on X.

The City of Paris account will remain on X, the mayor’s office told AFP.

By contrast, some organisations have taken the plunge, including the US public radio network NPR, or the German anti-discrimination agency.

Hidalgo has regularly faced personal attacks on social media including Twitter, as well as sometimes criticism over the lack of cleanliness and security in Paris.

In the latest furore, she has faced stinging attacks over an October trip to the French Pacific territories of New Caledonia and French Polynesia that was not publicised at the time and that she extended with a two-week personal vacation.

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Meta Highlights Key Platform Manipulation Trends in Latest ‘Adversarial Threat Report’

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Meta Highlights Key Platform Manipulation Trends in Latest ‘Adversarial Threat Report’

While talk of a possible U.S.  ban of TikTok has been tempered of late, concerns still linger around the app, and the way that it could theoretically be used by the Chinese Government to implement varying forms of data tracking and messaging manipulation in Western regions.

The latter was highlighted again this week, when Meta released its latest “Adversarial Threat Report,” which includes an overview of Meta’s latest detections, as well as a broader summary of its efforts throughout the year.

And while the data shows that Russia and Iran remain the most common source regions for coordinated manipulation programs, China is third on that list, with Meta shutting down almost 5,000 Facebook profiles linked to a Chinese-based manipulation program in Q3 alone.

As explained by Meta:

“We removed 4,789 Facebook accounts for violating our policy against coordinated inauthentic behavior. This network originated in China and targeted the United States. The individuals behind this activity used basic fake accounts with profile pictures and names copied from elsewhere on the internet to post and befriend people from around the world. They posed as Americans to post the same content across different platforms. Some of these accounts used the same name and profile picture on Facebook and X (formerly Twitter). We removed this network before it was able to gain engagement from authentic communities on our apps.”

Meta says that this group aimed to sway discussion around both U.S. and China policy by both sharing news stories, and engaging with posts related to specific issues.

“They also posted links to news articles from mainstream US media and reshared Facebook posts by real people, likely in an attempt to appear more authentic. Some of the reshared content was political, while other covered topics like gaming, history, fashion models, and pets. Unusually, in mid-2023 a small portion of this network’s accounts changed names and profile pictures from posing as Americans to posing as being based in India when they suddenly began liking and commenting on posts by another China-origin network focused on India and Tibet.”

Meta further notes that it took down more Coordinated Inauthentic Behavior (CIB) groups from China than any other region in 2023, reflecting the rising trend of Chinese operators looking to infiltrate Western networks.  

“The latest operations typically posted content related to China’s interests in different regions worldwide. For example, many of them praised China, some of them defended its record on human rights in Tibet and Xinjiang, others attacked critics of the Chinese government around the world, and posted about China’s strategic rivalry with the U.S. in Africa and Central Asia.”

Google, too, has repeatedly removed large clusters of YouTube accounts of Chinese origin that had been seeking to build audiences in the app, in order to then seed pro-China sentiment.

The largest coordinated group identified by Google is an operation known as “Dragonbridge” which has long been the biggest originator of manipulative efforts across its apps.

As you can see in this chart, Google removed more than 50,000 instances of Dragonbridge activity across YouTube, Blogger and AdSense in 2022 alone, underlining the persistent efforts of Chinese groups to sway Western audiences.

So these groups, whether they’re associated with the CCP or not, are already looking to infiltrate Western-based networks. Which underlines the potential threat of TikTok in the same respect, given that it’s controlled by a Chinese owner, and therefore likely more directly accessible to these operators.

That’s partly why TikTok is already banned on government-owned devices in most regions, and why cybersecurity experts continue to sound the alarm about the app, because if the above figures reflect the level of activity that non-Chinese platforms are already seeing, you can only imagine that, as TikTok’s influence grows, it too will be high on the list of distribution for the same material.

And we don’t have the same level of transparency into TikTok’s enforcement efforts, nor do we have a clear understanding of parent company ByteDance’s links to the CCP.

Which is why the threat of a possible TikTok ban remains, and will linger for some time yet, and could still spill over if there’s a shift in U.S./China relations.

One other point of note from Meta’s Adversarial Threat Report is its summary of AI usage for such activity, and how it’s changing over time.

X owner Elon Musk has repeatedly pointed to the rise of generative AI as a key vector for increased bot activity, because spammers will be able to create more complex, harder to detect bot accounts through such tools. That’s why X is pushing towards payment models as a means to counter bot profile mass production.

And while Meta does agree that AI tools will enable threat actors to create larger volumes of convincing content, it also says that it hasn’t seen evidence “that it will upend our industry’s efforts to counter covert influence operations” at this stage.

Meta also makes this interesting point:

“For sophisticated threat actors, content generation hasn’t been a primary challenge. They rather struggle with building and engaging authentic audiences they seek to influence. This is why we have focused on identifying adversarial behaviors and tactics used to drive engagement among real people. Disrupting these behaviors early helps to ensure that misleading AI content does not play a role in covert influence operations. Generative AI is also unlikely to change this dynamic.”

So it’s not just content that they need, but interesting, engaging material, and because generative AI is based on everything that’s come before, it’s not necessarily built to establish new trends, which would then help these bot accounts build an audience.

These are some interesting notes on the current threat landscape, and how coordinated groups are still looking to use digital platforms to spread their messaging. Which will likely never stop, but it is worth noting where these groups originate from, and what that means for related discussion.

You can read Meta’s Q3 “Adversarial Threat Report” here.



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