An agency's own account of a difficult casting problem produced Aitana

The persona

Aitana Lopez is a computer-generated model presented as a pink-haired woman from Barcelona, operated by The Clueless, a Spanish modelling and marketing agency founded by Ruben Cruz. The agency's own site, theclueless.ai, describes Aitana as 'the world's first AI influencer created by The Clueless' and offers to build comparable characters for other brands. The agency introduced her in 2023, and by the time reporters covered her that November she had accumulated a following on Instagram that outlets described in the low hundreds of thousands.

What the documents establish

Cruz's own account of why the agency built Aitana comes through an interview reported by Business Insider, citing Euronews: 'We started analyzing how we were working and realized that many projects were being put on hold or canceled due to problems beyond our control. Often it was the fault of the influencer or model and not due to design issues,' Cruz said, adding that the agency wanted to avoid depending on people who 'have egos' or 'manias.' The same report states that Aitana can earn 'anywhere from 3,000 euros to 10,000 euros a month,' a figure the article attributes to Cruz and the agency, not to any independent audit or platform disclosure.

Character versus company

Aitana's public persona, described in agency material as a strong, determined Scorpio with an interest in gaming and fitness, is authored content The Clueless designed, in Cruz's words, 'based on what society likes most.' The earnings and follower figures reported about her are the agency's own claims, relayed through press interviews, and should not be treated as verified income or engagement data; no platform disclosure or audited figure accompanies them in the sources here. The distinction matters because Aitana's posts read, on the page, as a young woman's lifestyle content, while every commercial decision, from her sponsors to her pricing, is made by Cruz's agency on her behalf.

What to watch

A separate persona note on this site treats the earnings claims specifically; readers who want the fuller sourcing on Aitana's reported income, rather than the origin story summarized here, should look there instead of extending this account further.

• Has any platform, payment processor or auditor independently confirmed the earnings figures Cruz has quoted to reporters?
• What criteria does The Clueless use to decide when a brand deal goes to Aitana rather than a human model on its roster?
• Has the agency disclosed Aitana's synthetic nature consistently across every platform where she posts?

What is documented is an agency's own explanation for building a controllable model and a set of earnings figures that remain, on the current record, the agency's claim about itself.