last week, a fake influencer showed up at Wimbledon.
Mia Zelu popped up on Instagram looking like the it girl at Wimbledon. within days, she racked up 150,000+ followers, romantic comments from fans and celebs (👀), and a viral grip on the algorithm.
but here’s the gag:
she’s not real.
literally. “she” is AI.
no agency has claimed her. no creator has stepped forward. no company has announced her as a marketing experiment (yet). and just like that, she broke the internet…and maybe broke reality too.
also this month?
a hydration brand hosted the most chaotic, unbranded brand trip we’ve ever seen. marketers hated it, and consumers… kinda loved it? personality has become the brand strategy, and the smartest companies are paying attention and responding accordingly.
the line between real and fake is blurring.
the most effective content right now is often the messiest.
and brands who are playing it safe are quietly losing relevance.
marketing is shifting – fast. really fast.
if your head’s spinning trying to keep up with the creator economy, you’re in good company.
enter: chronically online- a weekly newsletter from the cohort that breaks down what’s happening in the world of creators, content, and culture… and what it actually means for marketers trying to keep up.
🧠 we dissect the moments that matter
👀 we share what’s working, what’s not, and our predictions about what’s coming
💬 we say the quiet part out loud
