Marketers are investing billions into AI creators and avatars, with CMOs spending nearly $1.4 billion in the last year alone, and it is estimated that by 2030, the market will be worth tens of billions. Joe Ciarallo, who runs communications at Synthesia, the $4 billion AI video platform used by over 90% of the Fortune 100, said that companies like NBCUniversal, Moody's, and Booz Allen Hamilton are already using AI clones. However, Eve Lee, founder of social media agency Source Material, warns that AI influencers are a "race to the bottom" and that brands will need to adapt to culture rather than AI technology. Doublespeed, a16z-backed AI marketing startup, is helping brands build fleets of synthetic social media accounts that can post content, respond to comments, and engage customers across platforms like Instagram and TikTok. Despite criticism, Doublesspe's founder Zuhair Lakhani disputes these claims, stating that content still requires human oversight and taste and human intuition to improve.