A new social media influencer recently debuted in Israel’s Super-Pharm chain: Maya Lor, a lifestyle figure created entirely by artificial intelligence. She has an Instagram account, says she loves design, skincare, coffee and yoga, and shares moments from her “daily life.”
AI-generated influencers and models are a fast-growing phenomenon in Israel and around the world. These virtual figures have striking facial features and flawless bodies. They post photos and videos, speak directly to followers, work out, promote products and even collaborate with real-life influencers. Their Instagram pages attract thousands of followers, complete with personal reflections and emotional confessions.
For those unfamiliar with the details, it is nearly impossible to tell that Maya Lor is not a real person. And that, precisely, is the problem.
New data show that children and teens are using artificial intelligence at increasingly young ages. According to Bezeq’s 2025 Internet Report, children begin using AI tools at an average age of 10. Research also shows that much of the public struggles to distinguish between real people and AI-generated figures, a challenge that is even greater for children.
In lectures I give at schools, I ask students to identify real models. Most get it wrong, and even those who notice differences hesitate. It may seem like a playful experiment, but it highlights a worrying reality: children lack fully developed critical thinking skills.
When we were children, the virtual world was clearly framed as fiction, in movies or stories. Even when we saw breathtaking beauty or frightening images, we understood they were not part of real life. Today, those boundaries are blurred, and the impact on children is profound.
In 2021, a Wall Street Journal investigation found that exposure to Instagram can contribute to negative body image among teens and increase the risk of eating disorders, depression and suicidal thoughts. The central conclusion was that teenage girls, in particular, pay a mental health price for engaging with platforms that promote heavily edited images and unattainable beauty standards.
Add to this the inherent challenges of adolescence, and the picture becomes even more complex. Adolescence now begins around age 10 and can extend into the mid-20s. Teens undergo rapid physical and emotional changes and become increasingly aware of their appearance, often comparing themselves to peers and public figures they admire.
For some, dissatisfaction with their appearance leads to a decline in self-esteem and self-image.
Imagine a 14-year-old girl following a hugely popular influencer with a perfect face and flawless body and wanting to look just like her. Even if she understands that the figure is AI-generated, she may continue following it. Perhaps it is time for creators of virtual influencers to consider designing characters not only to sell products, but also to empower their audiences, even at the cost of being less “perfect.”
Until that happens, how should parents respond?
Talk to your children. Discuss artificial intelligence in general, and AI influencers in particular. Ask how they feel when they see these images and videos. Who do they follow? Do these figures inspire them, or leave them feeling frustrated?
Strengthen self-esteem and positive body image. Children today face countless challenges. This requires less judgment and criticism, and more effort to foster confidence and a healthy self-image. It also means setting a personal example and being mindful of how we speak about our own bodies.
Encourage critical thinking. Teach children to view influencers and ads with a critical eye. Who created this content? What message is it trying to send?
Watch for red flags. Pay attention to warning signs such as obsessive exercise, skipping meals, or disordered eating behaviors.
Teach children how to spot AI. Encourage them to look closely at hands and fingers, odd angles, unusual teeth or ears, or images that look overly polished or sterile. For parents with time and patience, creating an AI model together can be an effective way to show children that these figures are ultimately products of imagination, with technology merely bringing them to life.