The kiss between Bella Hadid and Miquela Sousa, part of a Calvin Klein commercial last month, struck many viewers as unrealistic, even offensive.

Hadid, a supermodel, identifies as heterosexual, and the ad sparked complaints that Calvin Klein was deceiving customers with a sham lesbian encounter. The fashion company apologised for "queer-baiting" after the 30-second spot appeared online.

But Hadid, at least, is human. Everything about Sousa, better known as Lil Miquela, is manufactured: the straight-cut bangs, the Brazilian-Spanish heritage, the bevy of beautiful friends.

Lil Miquela, who has 1.6 million Instagram followers, is a computer-generated character. Introduced in 2016 by

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