One more job that robots are taking away from humans: social media influencer

One more job that’s at risk of being eliminated by robots? The social media influencer.

A social media influencer, a phenomenon that has surfaced with the growth of the internet, is traditionally someone—such as a celebrity or a well-known enthusiast— who inspires followers to take an action, whether it’s hitting the like button or making a purchase. Creating a connection with audiences is key.

The growth of artificial intelligence has created opportunities for social media influencers who, themselves, are digital.

“[P]eople know the world we’re living in, nothing we see on social media is really authentic and no one is being their real self,” said Amanda Ford, creative director of integrated agency Ready Set Rocket. “So whether it’s a person with a beating heart or a robot, I don’t think it matters anymore.”

See: Stephen Hawking’s final Reddit post is going viral over its ominous warning about robots

Also: 800 million people might be out of a job by 2030 because of automation

Earlier this month, Lil Miquela, a social media influencer with 793,000 Instagram followers, posted an image wearing a hat and purse covered in the Coach logo. “New interview in V Magazine!! I’m so honored to be featured!” says the caption.

The post had more than 71,000 likes on Tuesday and tons of comments. “Not even a real person,” said one commenter.

And that is correct.

Miquela combines robotics and artificial intelligence, according to her publicist.

Though the details of her origins are a mystery, Lil Miquela launched her Instagram in April 2016, and has since posted images wearing fashionable outfits in major cities and events.

Read: Google’s parent company is using AI to make the internet safer for LGBT people

“I think people are initially attracted to my page because of my look,” Miquela told MarketWatch via email. MarketWatch reached out to Miquela through the address posted in her bio.

“I connect with my audience through music, political and humanitarian issues that are close to my heart and by having sincere interactions with my followers! I’ve made so many meaningful relationships through social media and have made great friends from across the world just by sharing interests!” she said.

Miquela has never been paid, but did appear in the most recent Prada fashion show in Milan, said her publicist. She now has deals with Chanel and Fendi.

“Many fashion houses got stale and they’re taking risks to resonate with younger audiences,” said Ready Set Rocket’s Ford. “It’s smart what Prada did.”

Miquela makes a good social media influencer partner for brands that are “boundary-pushing” and “aesthetically-driven,” said Ford.

“Authenticity is such a buzzword,” she said. “That’s the one thing that she is changing: the definition of authenticity.”

Also: Ad industry’s digital upheaval rocks WPP

The lifestyle that she projects, coupled with the cutting-edge nature of AI, makes an influencer like Miquela appealing. The celebrity lifestyle, and the price of having it, may be too far out of reach for many.

“I don’t see why these influencers couldn’t be CGI-generated as long as consumers are able to relate to them, there’s follower retention and the public doesn’t feel as though they are being deceived,” said Michelle Steinberg, president of influencer marketing firm Domain. Steinberg thinks there can be a combination of different kinds of influencer marketing.

“In the future, I can see brands creating their own avatars to fully fit their brand image,” she said. “A brand would be able to control their avatar—what it says, what it wears and what it does. Brands are in the business of making a fantasy a reality and what better way to showcase this.”

But Gil Eyal, chief executive of influencer marketing platform HYPR, is not convinced that robot influencers will last even if people will “accept a certain level of fake knowingly.”

“It looks like an influencer, but doesn’t feel like an influencer,” he said. “I don’t think this has long-term sustainability and I don’t think it will happen many more times,” he said.

However, he does see why brands would be interested in something like Miquela. The increased use of ad blockers means Gen Z doesn’t see advertising very often. Brands and marketers have to find a creative way around that.

Don’t miss: The average investor has turned against Facebook and other FAANG stocks

Real people show no signs of loosening their social media sway. Only last week a criticism of Snapchat posted by Rihanna was blamed for a drop in Snap Inc. SNAP, -2.56%   shares.

Brands like Nike Inc. NKE, +1.66%   and Under Armour Inc. UAA, -0.93%   , with their gaggle of athlete spokespeople, and L Brands Inc.’s LB, -0.35%   Victoria’s Secret brand with its supermodel Instagrammers, aren’t giving up on their celebrity connections anytime soon.

After enlisting singer and actress Selena Gomez, as a spokesperson for Tapestry Inc.’s TPR, +1.86%   Coach brand, Chief Executive Victor Luis discussed the immediate impact of bringing her on board during the third-quarter 2017 earnings call and has talked about her on calls since, according to FactSet transcripts. During the fiscal second-quarter call in February, Luis listed as a highlight the Selena Grace bag, which is helping to drive sales in the $300 to $400 price range.

But tech advancements and the nature of social media are changing the way millennials and younger generations view of reality.

“Social media has gotten to the point of digital curation mimicking real life,” said Ready Set Rocket’s Ford. “But people are getting smarter and what they expect out of an influencer is changing.”