Mia Zelu: Entertaining? Or just AI because.
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🤖 Will AI generated creators take over our feeds soon?
Mia Zelu (and her anonymous creator) made the headlines when pictures of her on Instagram, apparently enjoying some Wimbledon tennis hospitality starting picking up traction.
While the story was spun that “150k followers were fooled”, we don’t think it’s quite as clear cut. Firstly the fact she is AI is in her bio, and from what we can see, it always was there. Secondly, her Wimbledon photos got good interaction, but 59k Likes on a post is hardly viral nowadays, especially after all the PR and news exposure it received. Since then her engagement is fairly low in comparison.
So the real question is - will these AI generated personalities start dominating our feeds in the next 6 months, and should brands consider working with them? This is the very brief CreatorOS take.
AI generated content: Yes. AI personalities: not so much.
Let’s remember the golden rule of content: if it entertains it will succeed. Personality-based profiles have been dwindling in popularity for a few years (what we would call old influencer social), people don’t love them anymore, so algorithms don’t love them either. Does AI make personality profile more entertaining, or just easier to create? If in doubt, just refer to the golden rule.
If you look at the numbers that Mia Zelu and the other well known AI creators are doing (check out @Miquela, one of the first to make the news), engagement has fallen off and the storytelling has gone flat.
Mia Zelu - an AI “personality”, but is it entertainment?
Now tools like Veo3 are here, will things change?
These text/photo—to-video tools will be the big catalyst, but entertainment will still be key. New tools will allow talented storytellers to make content they couldn’t have otherwise done. Perhaps for comedy effect, to relive historic moments, or make content in worlds that don’t actually exist - including brand worlds. Writing done by humans, acting done by AI.
But the key is the story, and the teller. I think we will see a new genre of creator coming up very soon, and that will be creators who have created worlds or characters who entertain, hold attention and make people feel something - and are skilled in the art of getting AI to make it. Making and editing video via AI is going to be a sought-after skill that a few people will master, and many less talented people will experiment with - and create a load of absolute AI swill.
Brands will buy into 2 things with these new creators - the ability to write prompts and scripts that create entertaining video, and their ability to collaborate and integrate a brand into the world and characters they’ve created. The content may be based on the real world, but in many cases it won’t be real - it’ll be some element of fantasy or abstract world (even animated worlds). Viewers will know it’s AI generated immediately, because it won’t feel real - but it will be entertaining (otherwise it’ll just die), and that’s the key.
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📰 Social News headlines worth knowing about
These are from the last month or so, we’ve just been saving them up.
YouTube launches Open Call. It’s a way for brands to have creators make content and pitch it to the brand. The brand buys what it likes. Great for brands in theory - but in reality brands will get pitched by low quality UGC creators, who can’t get brand deals. Apologies if you’re a low quality UGC creator who can’t get brand deals.
TikTok Symphony got a big upgrade. TikTok’s AI assistant can now create UGC videos for brands who spend $$$ on ads. It’s trained on millions of TikTok videos that do anything from product reviews, demos and other content. Aimed at performance marketers who want a lot of variations to really squeeze that ad spend.
Instagram posts are now indexed by Google. This is a pretty big deal, because as a creator you were very much at the behest of the algorithm to give your content longevity - and most posts don’t get many views beyond the first week. That could change if Google sends a lot of traffic to IG, and may be the start of Meta finally cracking some shopping and features sometime soon.
🦾 Get our AI assistant to run your creator content
We’ve seen agentic products out in the wild already, but none are built on a platform with creators and agents connected, and a ton of proprietary data training their models (like ours - that’s where I was going).
Here’s Cari - the best creator assistant you’ll ever have.
On 1st September 2025 we launch our new AI assistant. It will help you with anything from brainstorming ideas and writing creator briefs, doing searches, and helping you deliver your campaigns, and tell you what’s needs doing. You can even teach it more about your brand to make everything more personalised.
To join the beta waitlist and be the first to access this, join the waitlist. As with our whole platform - we don’t charge subscription fees. Share the link with any brands you know that might like a look at this when it comes out, we love great brands.
📈 Trend of the week: Jet2 Holidays
It has to be this, what a trend this is. And to make it better, Jet2 has supposedly embraced it too. The insight - not everything on holiday goes to plan, and if someone is recording it, that could be entertainment. What I hope Jet2 has realised, is - virtually none of these are actually Jet2-related, and what they’re getting is an absolute ton of awareness.
In the spirit of this edition - here’s an AI-generated take on that trend;
@thailandiadreamer jet 2 holiday i love these videos#foryou #foryourpage #thailand #jet2holidays #foryoupages
Thank you for reading this. To talk creators to us, email Will and Tim on hello@drpcrd.com. Chat soon!
