Are You Being Fooled? Brands Secretly Use AI-Generated Influencers on Social Media

An investigation by The Guardian has revealed that brands are quietly using AI-generated influencers on social media to promote products, often without disclosing that the people featured are not real. This practice raises serious concerns about transparency and consumer trust.

The Rise of Fake Influencers

Companies are increasingly turning to AI content that mimics genuine customer experiences. For example, the photo app Once likely used AI-generated brides crying and praising the app in Instagram videos. The cybersecurity firm Reality Defenders detected these as deepfakes. Once did not respond to requests for comment.

Similarly, the Maket app (AI for housing design) used an AI-generated woman saying, "I could kiss the interior designer who showed me this." Maket admitted this was an experiment, stating: "AI-generated influencers have been one of several ways for us to test creative concepts... before investing in broader campaigns."

Fashion brand Ashle posted a photo of an AI woman with an extra finger wearing its clothes. After being contacted by The Guardian, they deleted the images, claiming they were removed because the designs were no longer in the collection.

Lack of Regulation

There are no specific rules requiring brands to disclose AI-generated promotional content. In the EU, the Artificial Intelligence Act will require labeling of deepfakes from August, but this does not apply in the UK. The Advertising Standards Authority (ASA) stated that its rules do not prohibit AI content without disclosure; they only require that ads are not misleading or socially responsible.

The Business of AI Influencers

Clarissa Mansbridge, a former celebrity manager, creates AI influencers for brands through her Mia Metaverse portfolio. She estimates that 40% to 60% of content from big brands is AI-generated, but creators are often under non-disclosure agreements (NDAs) to keep it secret. Brands are attracted by lower costs (avoiding $20,000–$70,000 photoshoots) and control over messaging.

Consumer Confusion

A Which? investigation found that 70% of people cannot correctly identify all real and fake videos. Lisa Barber, editor of Which? Tech, said: "It is concerning that consumers are not able to trust the content they are seeing online. Companies must be transparent when content has been created using AI."

The Future of Authenticity

While AI offers scalability, it threatens the authenticity that user-generated content (UGC) provides. Mansbridge argues that "if the content reflects a real consumer truth... it connects," but critics like artist Zac Rossiter refuse to use fake AI unboxing videos, preferring real people.

As AI becomes more sophisticated, the line between real and fake will blur further. The question remains: will regulation catch up, and will consumers demand transparency?