Brands use AI influencers in social media ads without clear labels

Brands are using AI-generated influencers on social media to promote products in posts that can appear to show real customer experiences, raising concerns about transparency. Some creators producing AI influencer content are reportedly being asked to sign non-disclosure agreements, limiting public visibility into how widely the practice is being used.

Examples include promotional Instagram videos for the Once photo app that Reality Defenders assessed as likely featuring AI-generated influencers, and content for Maket, an app that uses AI to design and plan housing projects. Maket said AI-generated influencers were one way to test creative concepts and marketing hooks at a small scale. Fashion brand Ashle said some early marketing imagery used AI during its launch phase, while stressing that its garments are real and handmade to order.

There are no specific UK rules requiring brands to disclose when advertising content has been created using AI. The ASA said its rules do not prohibit undisclosed AI promotional content, but ads must not be misleading and must be socially responsible. In the EU, rules under the Artificial Intelligence Act will begin applying in August and require AI-generated or manipulated content such as deepfake images, audio and video to be clearly labelled.

Which? said consumers should be clearly told when promotional content features AI-generated influencers rather than real people, citing research in which 70% of people could not correctly identify all real and fake videos shown to them. AI influencer creator Clarissa Mansbridge said brands are drawn to lower production costs and claimed “about 40% to 60%” of content from some big brands is made through AI.