An artificial intelligence (AI) fragrance influencer created by beauty brand incubator Slate Brands has been met with swift backlash from TikTok’s #perfumetok community.
Launched on 10 July via an Instagram account with the handle (@its_irislane), the influencer dubbed Iris Lane claimed to be the “[first] AI fragrance storyteller”.
The description for the Instagram account, which has since been deleted, read: “Not here to pretend I am human – I am here to explore what scent makes us feel.
“Brought to life with care by Slate Brands.”
Slate Brands’ influencer was met with backlash from TikTok’s #perfumetok community, with real-life influencers taking to the platform to air their grievances with the account.
TikTok Influencer Elise Loves Smells (@eliselovessmells), who has more than 64,000 followers, posted a video on the subject on 14 July.
“They are creating fake people and using celebrities to sell you products,” said Elise in the video.
“I think we are headed to an era of AI content creators who are becoming so convincing that a lot of people cannot even tell.”
Other users also weighed in on Slate Brand’s marketing decision in the comments section.
TikTok account, Perfumes with Josie (@perfumeswithjosie), commented: “I find that the increasing AI situation is both alarming and off-putting.
“If I see a brand use AI, it will make me not want to buy from them.”
Another TikTok account, going by Frank in Scents (@britt.frankinscents), added: “Nope. Stupid idea. I hate it. AI can’t smell!”
Blogger Ky (@iamkytoo) wrote on Instagram: “It makes me sick that, as a creator of colour, I already get fewer opportunities, and now AI gets to take those opportunities even further.
“How long until brands decide to create AI Black creators because they won’t call out brands about the lack of diversity the way a computer would?”
Another account, going by Paolo Giselle (@paolagrl1) wrote: “It also sends me that her name is Iris Lane?
“Like, could the name be any more ChatGPT?”