You could be an influencer without even realizing it

A similar AI shopping feature on TikTok. | The Verge

In late February, Puck reported on a strange case: An influencer with more than a million followers was inadvertently promoting products on Instagram. On some of Julia Berolzheimer's posts, a "Shop the look" button hovered in the corner. When followers clicked it, they were fed similar items to what Berolzheimer was wearing.

Her job is to promote clothing, accessories, and other products to her followers, so having links to specific items isn't strange.