Virtual influencers are on the rise. Created by designers using computer or artificial intelligence technology, they proliferate on social media platforms and their realism makes it hard to tell the difference between them and their human counterparts. Case in point is BA(Hons) Fashion Media and Industries graduand Reyme Husaini’s creation for his final year project, Ava Lee Gram. Beyond her permanent 22-year-old facade, she appears and acts just like any Gen Z influencer, posting photos of fashionable outfits and using her voice to support LGBT+ movement, PinkDot. Are these virtual personalities the face of the future, and what does this mean for human creativity?