Serah Reikka is an award-winning actor with more than 79,000 Instagram followers. She is a semi-autonomous artificial intelligence. A purely online presence with a changing personality and appearance, all governed by a set of algorithms. Since 2014, she has been part of a growing community of social media personalities who don’t exist in the flesh. Their content isn’t so different to that of human influencers – holiday snaps, a new outfit or two, a lot of selfies. The main difference is that all of it is computer generated.