Lu, an AI-powered influencer created by Magazine Luiza, has posted 74 sponsored Instagram posts in a year for brands like Netflix and Hugo Boss, with 8 million Instagram followers and 7.4 million on TikTok. Estimated earnings from these posts exceed $2.5 million, starkly contrasting with human influencers who earn much less. Established in 2003, Lu evolved from unboxing goods into a significant social media personality. Her influence extends beyond advertising, as she advocates for social causes, and is recognized for her impactful commentary in Brazil.
Artificial intelligence-powered influencer Lu from Magalu has shared 74 sponsored Instagram posts over the past year, paid for by brands like Netflix and Hugo Boss. Lu boasts 8 million followers on Instagram and 7.4 million on TikTok.
If Lu earns that much per post, she likely made upwards of $2.5 million from May 2024 to May 2025. The average human influencer earns just $65,245 per year-nearly 40 times less-in comparison.
Magazine Luiza created Lu's persona in 2003, and in 2009, the retailer started posting YouTube videos that showed her unboxing goods and giving product reviews.
Aline Izo emphasized Lu's influence, stating that when she takes a stand on issues like domestic abuse or LGBT rights, people pay attention.
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