“I don’t even know who is human anymore? I open my phone and I am wondering if
what I see is real or not. Life now looks like a video game.”
-Chun, 27 years old, entrepreneur, Shanghai
As a digital anthropologist deeply immersed in China’s social media landscape, my research investigates the intricate ways race and gender are represented and performed online, with a specific focus on foreign creative entrepreneurs. As I navigate China’s diverse social media platforms, I am continuously exposed to new trends and content that shape and reflect the digital culture of this rapidly evolving environment. Over the last four years of my PhD research, the personalized content delivered by social media algorithms has increasingly featured robots, chatbots, and virtual influencers—digital entities that are becoming central to China’s digital landscape.
These encounters are not limited to passive observations. My deep dive into China’s artificial intelligence (AI) landscape has been significantly enriched by the narratives and experiences shared by my research participants. They often describe how AI has transformed their worldview, permeated various aspects of their daily lives and reshaped their interactions with technology and media. These conversations have offered me a nuanced understanding of the pervasive influence of AI, not just as a technological advancement or enhancement, but as a cultural force that is actively reshaping people’s perception of what is real and what is not.
Take, for example, Hao (pseudonym), a graphic designer based in Shanghai who specializes in collaborating with foreign brands. Hao reached out to me through mutual friends, expressing interest in participating in my ethnographic study. During our initial interview, Hao humorously remarked, “I hope you are a real human, not a virtual one,” a comment that quickly took on a more serious tone as he reflected on the prevalence of “fake people” on social media. This moment was a catalyst for deeper inquiry. It compelled me to consider a fundamental question: How do Chinese social media users perceive AI-generated entities like virtual humans?
Throughout my exploration, I have encountered numerous examples of virtual humans and AI influencers, which are prevalent across various Chinese social media platforms. Virtual idols in China are particularly sophisticated, developed with cutting-edge AI and animation technologies that enable them to closely resemble human beings in both appearance and behavior. These digital personas are designed to exhibit lifelike facial expressions and fluid body movements that are almost indistinguishable from those of real people. Yet, despite their incredible realism, there are subtle markers that set them apart. According to many of my research participants, virtual people’s interactions can sometimes feel too scripted or too perfect, lacking the unpredictability and small flaws that characterize genuine human communication. For Ivan (pseudonym) a PhD student in engineering in China, computer-generated people, while functionally advanced, miss deeper emotional nuances.
As virtual personas and AI systems become more integrated into China’s entertainment and social media landscapes, the ability to distinguish them from real people will likely become an increasingly essential skill. These AI-driven figures are not just static characters; they possess dynamic personalities and can interact with fans in real time, making them an integral part of the evolving entertainment and social media ecosystem in China.
For instance, virtual idols in China have rapidly expanded their influence across multiple sectors, becoming key players in fashion, education, branding, and beyond on various social media platforms. On platforms like Douyin (the Chinese version of TikTok) and Weibo, these AI-driven personas are setting new trends, collaborating with luxury fashion houses such as Gucci and Dior, where they model the latest collections and even participate in virtual runway shows that attract millions of viewers. These virtual influencers are not just passive models; they interact with fans, host live-streaming events, and provide fashion tips, creating an immersive and personalized experience that resonates with the tech-savvy younger generation.
In the realm of education and personalized interaction, virtual influencers like Annie, the ChatGPT-based video app Call Annie, have gained prominence in China and have pushed the boundaries of AI’s role in digital communication. Annie, who has red hair, blue eyes, and speaks English, provides real-time, interactive conversations that feel almost indistinguishable from those with a human tutor. Annie, who offers lessons in a highly engaging and conversational format, has gained traction as an educational tool and also because of her appearance, which according to Chinese users, resembles that of an “American woman.”
The app “Call Annie” that many Chinese netizens are using to learn English. Screenshot taken by Christina Kefala.
Additionally, virtual idol Ayayi, known for her hyper-realistic appearance and chic fashion sense, has become a prominent figure on platforms like Weibo and Xiaohongshu. Ayayi has collaborated with top global brands such as Louis Vuitton and Estée Lauder, bringing a new level of sophistication to digital branding. Her influence extends beyond mere product endorsements; Ayayi is also involved in creating immersive virtual experiences, such as digital pop-up stores and interactive brand narratives that captivate audiences and drive engagement.
Ayayi, a virtual influencer in China promoting products on social media. Screenshots of WeChat taken by Christina Kefala
However, in a fascinating twist to the ongoing dialogue between humans and machines, a new viral video on China’s social media showcases a woman mimicking robotic movements, adding an intriguing layer to the evolving relationship between technology and culture. This phenomenon has gained significant attention, recently thrust into the spotlight alongside another viral sensation—a restaurant owner who has elevated customer service by adopting the precise, mechanical mannerisms of a robot. His android-like movements, monotone speech, and calculated actions have transformed a simple dining experience into a mesmerizing performance, capturing the imaginations of audiences both locally and globally.
The restaurant owner’s deliberate choice to mimic a robot is far more than a simple gimmick; it symbolizes a broader cultural shift where the boundaries between human and machine are increasingly blurred. In a society where AI and robotics are becoming deeply embedded in daily life, this reversal—where humans emulate the very characteristics of machines designed to replicate them—offers a thought-provoking commentary on our evolving relationship with technology. This behavior resonates with the growing acceptance and normalization of AI across various facets of life, from entertainment and customer service to education and personal interaction.
Comments on social media reflect a clear fascination with the uncertainty of whether one is interacting with a human or a machine. Many users are particularly intrigued by the fact that a person can mimic a robot so convincingly, even going so far as to “not blink their eyes.” This level of dedication and precision is seen as both impressive and mesmerizing, turning a simple act into a captivating spectacle. Others, however, express skepticism and even discomfort. They experience this ability to blur the line between human and machine as unsettling, and as offering a glimpse into a future where the distinctions between the two may become increasingly ambiguous. The idea that someone can imitate a robot so perfectly raises questions about where technology is headed and how it might affect our understanding of identity and humanity.
Moreover, this role reversal can be seen as a playful yet profound exploration of what it means to be human in an increasingly automated world. As AI entities like virtual influencers and robotic assistants gain prominence, the human emulation of robots adds a layer of irony and depth to the ongoing conversation. It suggests a future where the distinctions between human and machine may become less about their inherent differences and more about their potential to blend, coexist, and even entertain in unexpected ways. This phenomenon is a testament to the innovative and often surprising ways in which technology is shaping not just industries, but also cultural norms and individual behaviors in contemporary China.
Christina Kefala is a PhD candidate in Anthropology at the University of Amsterdam. She is a digital ethnographer whose research focuses on Foreign Entrepreneurs, Businesses, and Brands in China: whiteness, gender, digitization, consumerism, and Artificial Intelligence.
