Investigation Reveals Use of AI-Generated Influencers in Social Media Marketing

An investigation has found that brands are increasingly using AI-generated influencers to promote products on social media, often without disclosing that the individuals featured are not real. This trend has raised concerns about transparency in advertising. The findings indicate that some companies are employing AI-generated content that mimics genuine customer experiences, leading to calls for clearer labeling. In the EU, new regulations under the Artificial Intelligence Act will require AI-generated content to be labeled starting in August, although these rules will not apply in the UK. Consumer group Which? has emphasized the need for consumers to be informed when promotional content features AI-generated influencers. Examples include the photo app Once, which has been linked to AI-generated influencer content, and the housing design app Maket, which stated that using AI influencers is part of an experimental marketing strategy. The Advertising Standards Authority (ASA) noted that there are currently no specific rules prohibiting brands from using AI-generated content without disclosure, although all advertising must remain truthful and socially responsible. Concerns have been raised about the potential for consumers to be misled by AI-generated content, with a recent study indicating that 70% of people struggle to identify real versus fake videos. Experts argue that brands must be transparent about the use of AI in their marketing efforts.