AI Influencers Jae, Santos, and Caleb: Creators Tackle Misunderstanding

At a glance:

• Luc Thierry, a Canadian YouTuber, created AI influencer Jae, which gained 20M views on a Reel in February 2024.
• Jae, Santos, and Caleb are part of a group chat of male AI model creators, including Romeo DeSouza.
• The trio faces backlash for deceptive content, but creators argue they're not scamming and are transparent about their AI nature.

The Rise of Jae and the AI Influencer Movement

Luc Thierry, a soft-spoken Canadian man in his early thirties, has been crafting AI-generated personas for a gay male audience. His latest creation, Jae, is a digital influencer with deep brown eyes, a wide grin, and a chiseled body. On Instagram, Jae boasts over 320,000 followers, posting content that includes sheet mask routines, soju and karaoke sessions, and Coachella moments. Jae’s recent LP, Pressure Release, features a BDSM-inspired album cover that showcases his muscular physique. While Jae’s online presence is impressive, the bio reveals a twist: “Human mind. AI generated.” Thierry, who started creating AI profiles in summer 2024, admits that Jae’s sudden popularity—boosted by a Reel with 20 million views—forced him to invest all his energy into maintaining the character.

The Group Chat of AI Creators

Thierry is part of a growing community of male AI model creators. The primary group chat was initiated by Romeo DeSouza, a Dutch-Brazilian model with 56,000 followers. DeSouza, who also identifies as an AI creation himself, created the chat to provide support for fellow creators. The group, which includes both straight and gay creators, collaborates on posts and stories. One of their most popular posts features Thierry and Jae in tight briefs, gazing at a waterfall. The group chat serves as a “safe space” for the creators to navigate backlash, as they are few in number and lack real-world support.

The Viral Red Carpet and Backlash

The AI influencers’ digital personas gained further attention when “Santos Walker” and “Caleb Ellis” went viral after appearing on the red carpet for The Devil Wears Prada 2. The creators, who made the image without 20th Century Studios’ involvement, intended the post to mimic the online equivalent of crashing the red carpet. The elaborate narrative imagined a rich movie producer ushering Santos and Caleb to Hollywood on a private jet. Despite the post not being a sponcon, it sparked online discussion about AI-generated influencers deceiving audiences and setting a dangerous precedent for branded content. Critics questioned whether the creators were scamming followers or if their personas were promoting unrealistic body standards.

The Creators’ Perspective

Thierry and his fellow creators insist they are not deceiving anyone, as they are not making significant money from their AI personas. Brands remain wary of working with AI influencers, as evidenced by the removal of a post by swimwear brand Charlie by MZ after backlash. The creators argue that their transparency about their AI nature is more responsible than presenting a polished, unrealistic version of life. Thierry, who launched an AI modeling agency called Born2BeAI and a community for gay AI male models called Virtuomo, anticipates the market will become friendlier to influencers like Jae as attitudes toward AI change.

The Future of AI Influencers

The AI influencers’ digital personas are undoubtedly a harbinger for the future of social media. While some followers steer away from their obviously digitized content, others are deeply invested in it. The creators, who have developed a sense of humor about their situation, continue to push the boundaries of AI-generated content. With AI influencers like Lil Miquela already landing brand deals for Prada and Samsung, the market for AI-generated influencers is poised to grow. Thierry, for his part, is going all in on Jae, hoping that the market will become more accepting of AI-generated personas as a legitimate form of digital content.