AI Influencers: The Fake Faces of Modern Marketing?

Brands are quietly deploying AI-generated influencers across social media platforms, a practice that has prompted calls for greater transparency. These virtual personalities are used to create content that mimics authentic customer experiences, often without any indication that the individuals are not real. While the European Union is set to implement new rules in August requiring clear labeling of AI-generated or manipulated content, the UK has no such legislation in place.

Companies are reportedly turning to AI influencers due to cost efficiencies, seeking to avoid the expenses and potential complications associated with human influencers, such as negative publicity or personal opinions. A former celebrity manager noted that a significant portion of content from major brands may be AI-generated, with creators often bound by non-disclosure agreements to maintain plausible deniability regarding their work. The trend is also fueled by the desire for high-quality visual content at a lower cost compared to traditional photoshoots.

Consumer advocacy groups emphasize the importance of informing customers when promotional content features AI-generated influencers rather than actual people. The Advertising Standards Authority stated that while AI-generated promotional content is not explicitly prohibited, it must still adhere to advertising rules, ensuring it is not misleading. The focus remains on whether the advertisement itself deceives consumers, rather than the inherent use of AI.