AI and Influencers: The use of artificial intelligence to perpetuate gender stereotypes and the hypersexualization of women

Abstract

Introduction: Artificial intelligence has impacted influencer marketing, using generative AI to create hyper-realistic figures that simulate real influencers and perpetuate gender stereotypes Objective: To corroborate that AI uses Instagram data to perpetuate gender roles Methodology: We have carried out mixed methodologies research, mixing case studies with content analysis, analyzing profiles of different influencers. Results: Through the analysis, we have been able to glimpse that the engagement generated by women's profiles responds to the different stereotypes of gender and that generative AI has replicated that system according to its objective. Conclusions: Our research is corroborated since we have been able to see through our analysis that the generation of content by AI is based on the tendency of users and brands to create content around the social construction of the ideal of a woman.