By Dr. Tim Sandle
SCIENCE EDITOR
DIGITAL JOURNAL
December 18, 2025
Image: — © AFP Kirill KUDRYAVTSEV
OpenAI just announced the new GPT-5.2 model, its most advanced artificial intelligence model to date, which is said to enhance its general intelligence, coding, and long-context understanding. At the same time the company has made the surprising choice of appointing George Osbourne, former Conservative Party Chancellor, as its managing director (then again, Osbourne is not known for his green credentials).
More advanced AI models, however, come at a higher cost, with the electricity consumption of ChatGPT, in particular, ever growing. To put this into context, ChatGPT’s power needs for answering user questions alone have reached a massive 17 TWh a year, nearly what a country such as Puerto Rico or Slovenia uses to keep the lights on (ChatGPT’s energy use for processing requests surpasses the total electricity consumption of dozens of small countries and territories, including Slovenia, Georgia, Kenya, Lithuania, Costa Rica, Mongolia, Latvia, and Luxembourg).
The annual electricity needed to answer user queries would also be enough to power New York City for 113 days, or nearly 4 months, or the whole of the U.K. for 20 days. In addition, the data centres and their in-house power-hungry data servers consume additional energy, while generating a substantial carbon footprint.
As AI systems scale at breakneck speed, their energy appetite is ballooning just as quickly, straining power grids, pushing up carbon emissions, and raising uncomfortable questions about the environmental cost of intelligence on demand. ChatGPT is a prime example: each query is estimated to consume 18.9 watt-hours, more than 50 times the energy used by a standard Google search (0.3 Wh).
To illustrate the real scale of this, researchers at BestBrokers calculated the model’s total electricity consumption over a full year of responding to user prompts and calculated what it would (using the average U.S. commercial electricity rate of $0.141 per kWh as of September).
At the latest commercial electricity prices, that translates into an estimated $2.42 billion in annual power costs, solely to keep the model answering questions.
Daily, this translates to more than 2.5 billion daily requests, consuming over half a 47.2 million kilowatt-hours of energy. With the average U.S. and Western European household consuming around 29 kWh per day, this means that the energy needed by ChatGPT every year could easily power all households in the U.S. for more than 4 and a half days.
For further context, the energy ChatGPT consumes in a year could fully charge about 238 million electric vehicles, each with an average battery capacity of 72.4 kWh. With an estimated 6.5 million EVs on U.S. roads as of mid-2025, the annual electricity for answering prompts could use all these vehicles at least 36 times.
December 18, 2025
Image: — © AFP Kirill KUDRYAVTSEV
OpenAI just announced the new GPT-5.2 model, its most advanced artificial intelligence model to date, which is said to enhance its general intelligence, coding, and long-context understanding. At the same time the company has made the surprising choice of appointing George Osbourne, former Conservative Party Chancellor, as its managing director (then again, Osbourne is not known for his green credentials).
More advanced AI models, however, come at a higher cost, with the electricity consumption of ChatGPT, in particular, ever growing. To put this into context, ChatGPT’s power needs for answering user questions alone have reached a massive 17 TWh a year, nearly what a country such as Puerto Rico or Slovenia uses to keep the lights on (ChatGPT’s energy use for processing requests surpasses the total electricity consumption of dozens of small countries and territories, including Slovenia, Georgia, Kenya, Lithuania, Costa Rica, Mongolia, Latvia, and Luxembourg).
The annual electricity needed to answer user queries would also be enough to power New York City for 113 days, or nearly 4 months, or the whole of the U.K. for 20 days. In addition, the data centres and their in-house power-hungry data servers consume additional energy, while generating a substantial carbon footprint.
As AI systems scale at breakneck speed, their energy appetite is ballooning just as quickly, straining power grids, pushing up carbon emissions, and raising uncomfortable questions about the environmental cost of intelligence on demand. ChatGPT is a prime example: each query is estimated to consume 18.9 watt-hours, more than 50 times the energy used by a standard Google search (0.3 Wh).
To illustrate the real scale of this, researchers at BestBrokers calculated the model’s total electricity consumption over a full year of responding to user prompts and calculated what it would (using the average U.S. commercial electricity rate of $0.141 per kWh as of September).
At the latest commercial electricity prices, that translates into an estimated $2.42 billion in annual power costs, solely to keep the model answering questions.
ChatGPT’s annual energy needed to answer user prompts (17.23 TWH) can supply electricity to these nations for:
- China: 15 hours
- U.S.: 1 day and 10 hours
- India: 3 days and 2 hours
- Russian Federation: 5 days and 6 hours
- Japan: 6 days and 4 hours
- Brazil: 8 days and 6 hours
- South Korea: 10 days and 1 hour
- Canada: 10 days and 2 hours
- Germany: 12 days and 9 hours
- France: 13 days and 11 hours
Daily, this translates to more than 2.5 billion daily requests, consuming over half a 47.2 million kilowatt-hours of energy. With the average U.S. and Western European household consuming around 29 kWh per day, this means that the energy needed by ChatGPT every year could easily power all households in the U.S. for more than 4 and a half days.
For further context, the energy ChatGPT consumes in a year could fully charge about 238 million electric vehicles, each with an average battery capacity of 72.4 kWh. With an estimated 6.5 million EVs on U.S. roads as of mid-2025, the annual electricity for answering prompts could use all these vehicles at least 36 times.
AI influencers earn more than the average full-time employee
By Dr. Tim Sandle
SCIENCE EDITOR
A potential AI influencer? Image by © Tim Sandle (Barbican Centre, London)
Is it easy money? Perhaps. Some AI influencers are accumulating large sums by creating digital avatars and created characters. As an example, Brazilian AI character Lu do Magalu has been crowned as the highest-earning virtual influencer in 2025, earning an average of £32,010 per Instagram post (or at least this is the sum that gravitates towards his creators).
While Lu do Magalu is an extreme example, a recent survey notes that AI influencers can now earn an average of £6,791 per social media upload. This is more than many traditional influencer earnings.
These findings come from a company called Bestever who have spent some time analysing the follower counts, engagement rates, and posting frequency of human-like AI influencers on Instagram to determine which content creators can amass the highest earnings per post.
To compare and contrast, using data from the Office for National Statistics, the survey found that the average UK worker earns around £2,521 per month (median salary £39,039). This means that the majority of AI influencers now earn more via a single social media post than most people do after an entire month’s worth of work.
Who are the most popular AI influencers?
According to the data, Lu do Magalu, who was created by the company Magazine Luiza, earns an average of £32,010per Instagram upload. With a following of over eight million, Lu is often regarded as one of the most well-known AI influencers. The Instagram account frequently shares unboxing videos, product reviews, and product promotions on behalf of Magazine Luiza.
Charli D’Amelio, who was featured in Forbes’ top 10 content creators of 2025, is estimated to earn up to £22,515 per Instagram upload, depicting the growing economic force of AI influencer accounts in 2025.
Miquela Sousa, also known by the username Lil Miquela, is identified as the second-highest earner in the study. At first glance, Lil Miquela may appear like any ordinary influencer, uploading snaps of food, fashion, and meetups with friends. However, the account is run by the Los Angeles-based tech company, Brud.
Since first appearing in 2016, Lil Miquela has gone on to release her own music and star alongside celebrities in various fashion campaigns for luxury brands like Calvin Klein and Prada. With a following of over 2.4 million, Miquela can earn up to a staggering £12,896 per Instagram post.
YouTuber and podcaster Emma Chamberlain, who featured in Forbes’ top 20 content creators this year, is projected to earn up to £9,758 per Instagram post, highlighting the growing economic opportunities associated with the high engagement rates and sponsorship deals of AI accounts like Lil Miquela.
Alara X is crowned as the third-most influential AI content creator of 2025. Created by the tech production company IAMX.Live, Alara regularly shares various lifestyle and fashion uploads. The influencer also hosts her own talk show where she interviews real-world guests in a virtual studio.
Since the account started sharing content back in 2021, Alara has amassed a following of over 760,000, which means that she can earn an average of £5,280per Instagram post.
Noonoouri, the fashion-focused content creator, is identified as the fourth-highest-earning virtual influencer. Created by artist Joerg Zuber, the account has collaborated with some huge fashion names, including Dior and Valentino. After signing a contract with Warner Music, Noonoouri has also gone on to release her own music.
Mattel also launched a collaboration between Noonoouri and Barbie, demonstrating the impressive real-world reach of the AI creation. The account now has over 501,000 followers on Instagram and can earn an average of over £3,828per social media post.
Created by the Tokyo-based CGI companies ModelingCafe and Aww Inc, Imma Gram is the fifth most-influential AI content creator in 2025. After debuting on Instagram back in 2018, Imma has since collaborated with some high-profile brands, including Adidas, The North Face, and Amazon.
As a virtual model, the account’s content heavily focuses on fashion and has a following of almost 400,000. The research calculates that Imma can earn an average of £3,155per social media upload.
The virtual influencer economy is experiencing rapid growth as part of the broader creator economy, which now accounts for 1.5 million full-time equivalent jobs, according to a recent report by the Interactive Advertising Bureau (IAB). This sector is growing five times faster than traditional media workforces, reflecting brands’ desire to capitalise on the trend of virtual influencers.
Recent reports have revealed that AI tools are becoming essential in the daily work of an influencer, especially when it comes to writing creative content and revealing audience demographics. With the rise of AI within the content creation industry, it will also become more common for companies to employ the use of an AI influencer for the purpose of brand partnerships, media coverage, and sponsorships.
As AI continues to improve in quality, it will likely become increasingly difficult to spot an AI influencer when scrolling through social media. Some virtual influencers will state in their bio that they are ‘AI-created,’ but many are gradually slipping under the radar of the average social media user.
By Dr. Tim Sandle
SCIENCE EDITOR
DIGITAL JOURNAL
December 18, 2025
December 18, 2025
A potential AI influencer? Image by © Tim Sandle (Barbican Centre, London)
Is it easy money? Perhaps. Some AI influencers are accumulating large sums by creating digital avatars and created characters. As an example, Brazilian AI character Lu do Magalu has been crowned as the highest-earning virtual influencer in 2025, earning an average of £32,010 per Instagram post (or at least this is the sum that gravitates towards his creators).
While Lu do Magalu is an extreme example, a recent survey notes that AI influencers can now earn an average of £6,791 per social media upload. This is more than many traditional influencer earnings.
These findings come from a company called Bestever who have spent some time analysing the follower counts, engagement rates, and posting frequency of human-like AI influencers on Instagram to determine which content creators can amass the highest earnings per post.
To compare and contrast, using data from the Office for National Statistics, the survey found that the average UK worker earns around £2,521 per month (median salary £39,039). This means that the majority of AI influencers now earn more via a single social media post than most people do after an entire month’s worth of work.
Who are the most popular AI influencers?
According to the data, Lu do Magalu, who was created by the company Magazine Luiza, earns an average of £32,010per Instagram upload. With a following of over eight million, Lu is often regarded as one of the most well-known AI influencers. The Instagram account frequently shares unboxing videos, product reviews, and product promotions on behalf of Magazine Luiza.
Charli D’Amelio, who was featured in Forbes’ top 10 content creators of 2025, is estimated to earn up to £22,515 per Instagram upload, depicting the growing economic force of AI influencer accounts in 2025.
Miquela Sousa, also known by the username Lil Miquela, is identified as the second-highest earner in the study. At first glance, Lil Miquela may appear like any ordinary influencer, uploading snaps of food, fashion, and meetups with friends. However, the account is run by the Los Angeles-based tech company, Brud.
Since first appearing in 2016, Lil Miquela has gone on to release her own music and star alongside celebrities in various fashion campaigns for luxury brands like Calvin Klein and Prada. With a following of over 2.4 million, Miquela can earn up to a staggering £12,896 per Instagram post.
YouTuber and podcaster Emma Chamberlain, who featured in Forbes’ top 20 content creators this year, is projected to earn up to £9,758 per Instagram post, highlighting the growing economic opportunities associated with the high engagement rates and sponsorship deals of AI accounts like Lil Miquela.
Alara X is crowned as the third-most influential AI content creator of 2025. Created by the tech production company IAMX.Live, Alara regularly shares various lifestyle and fashion uploads. The influencer also hosts her own talk show where she interviews real-world guests in a virtual studio.
Since the account started sharing content back in 2021, Alara has amassed a following of over 760,000, which means that she can earn an average of £5,280per Instagram post.
Noonoouri, the fashion-focused content creator, is identified as the fourth-highest-earning virtual influencer. Created by artist Joerg Zuber, the account has collaborated with some huge fashion names, including Dior and Valentino. After signing a contract with Warner Music, Noonoouri has also gone on to release her own music.
Mattel also launched a collaboration between Noonoouri and Barbie, demonstrating the impressive real-world reach of the AI creation. The account now has over 501,000 followers on Instagram and can earn an average of over £3,828per social media post.
Created by the Tokyo-based CGI companies ModelingCafe and Aww Inc, Imma Gram is the fifth most-influential AI content creator in 2025. After debuting on Instagram back in 2018, Imma has since collaborated with some high-profile brands, including Adidas, The North Face, and Amazon.
As a virtual model, the account’s content heavily focuses on fashion and has a following of almost 400,000. The research calculates that Imma can earn an average of £3,155per social media upload.
The top 10 highest-earning AI influencers
| Rank | Influencer Name | Average Earnings per Post |
| 1 | Lu do Magalu | £32,010 |
| 2 | Miquela Sousa | £12,896 |
| 3 | Alara X | £5,280 |
| 4 | Noonoouri | £3,828 |
| 5 | Imma Gram | £3,155 |
| 6 | Milla Sofia | £2,719 |
| 7 | Kyra on IG | £2,202 |
| 8 | Shudu | £2,162 |
| 9 | Bermuda Is Bae | £1,982 |
| 10 | Rozy Gram | £1,677 |
The virtual influencer economy is experiencing rapid growth as part of the broader creator economy, which now accounts for 1.5 million full-time equivalent jobs, according to a recent report by the Interactive Advertising Bureau (IAB). This sector is growing five times faster than traditional media workforces, reflecting brands’ desire to capitalise on the trend of virtual influencers.
Recent reports have revealed that AI tools are becoming essential in the daily work of an influencer, especially when it comes to writing creative content and revealing audience demographics. With the rise of AI within the content creation industry, it will also become more common for companies to employ the use of an AI influencer for the purpose of brand partnerships, media coverage, and sponsorships.
As AI continues to improve in quality, it will likely become increasingly difficult to spot an AI influencer when scrolling through social media. Some virtual influencers will state in their bio that they are ‘AI-created,’ but many are gradually slipping under the radar of the average social media user.
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