Brands Face Pressure to Disclose AI-Generated Social Influencers

Brands are increasingly deploying AI-generated influencers to promote products on social media, often presenting these digital creations as genuine customers sharing authentic experiences. An investigation has revealed that companies are quietly utilizing this technology to simulate user-generated content, prompting urgent calls from consumer advocates for greater transparency in digital advertising.

The Rise of Synthetic Influencers

The practice involves creating hyperrealistic digital avatars that appear to be real people reviewing or using products. For example, the photo app Once has been linked to videos featuring an AI-generated bride praising the service, while the housing design app Maket has acknowledged using AI influencers to test marketing hooks and creative concepts. Similarly, some brands are commissioning AI-generated "unboxing" videos, a format typically valued by consumers for its perceived authenticity.
Industry experts suggest that this shift is driven by cost-efficiency. Clarissa Mansbridge, who creates AI influencers for brands, notes that companies are moving away from traditional photoshoots—which can cost between $20,000 and $70,000—in favor of scalable, AI-generated content that avoids the complexities of working with human influencers. To maintain this strategy, some brands require content creators to sign non-disclosure agreements, effectively hiding the synthetic nature of the advertisements from the public.

Regulatory Gaps and Consumer Trust

Despite the prevalence of these digital personas, there are currently no specific rules in the UK requiring brands to disclose when content is AI-generated. The Advertising Standards Authority (ASA) maintains that its existing regulations focus on whether an advertisement is misleading or socially irresponsible, rather than the specific technology used to create it. A spokesperson for the regulator stated that the use of AI is not inherently problematic unless it results in a misleading impression of the product.
This lack of oversight has raised concerns among consumer groups. Lisa Barber, editor of Which? Tech, pointed to research indicating that 70% of people struggle to distinguish between real and fake content. She warned that this inability to identify AI-generated influencers leaves consumers vulnerable to being misled and potentially targeted by scammers. While the EU’s Artificial Intelligence Act will soon require clear labeling for manipulated content, this legislation does not apply in the UK.

The Future of Digital Marketing

The trend toward "plausible deniability" continues as agencies actively pitch AI-generated creative services to businesses. While some, such as artist Zac Rossiter, have rejected offers to use fake unboxing videos, the practice remains an attractive option for brands seeking to bypass the costs and potential risks associated with human talent. As the line between authentic customer testimonials and AI-generated simulations blurs, the debate over whether brands should be legally mandated to label their synthetic influencers is likely to intensify.