Brands are increasingly turning to artificial intelligence-generated influencers to promote products on social media, creating digital personas that mimic real people. This trend has raised concerns about transparency and consumer trust, as these AI creations often present themselves as genuine customers without clear disclosure.
Key Takeaways
- Brands are using AI-generated influencers to create content that appears to be authentic customer experiences.
- There's a lack of clear regulations requiring disclosure of AI-generated promotional content in some regions, like the UK.
- The use of AI influencers is driven by cost-effectiveness and the desire to avoid issues associated with human influencers.
- Consumer groups are calling for greater transparency to prevent consumers from being misled.
The Growing Trend of AI Influencers
An investigation has revealed that companies are deploying AI-generated influencers across social media platforms. These digital personalities are designed to look and sound like real people, sharing testimonials and showcasing products in a manner that suggests genuine user experience. This approach allows brands to test marketing concepts and create content at a smaller scale before committing to larger campaigns.
Regulatory Landscape and Consumer Concerns
Currently, there are no specific rules in the UK mandating brands to disclose when advertising content has been created using AI. While the EU's Artificial Intelligence Act, set to take effect in August, will require clear labelling of AI-generated or manipulated content, this legislation will not apply in the UK. Consumer advocacy groups, such as Which?, are urging for clear communication to consumers when promotional content features AI-generated influencers rather than real individuals. They highlight that a significant percentage of people struggle to distinguish between real and AI-generated videos, making them vulnerable to being misled.
Examples in Practice
Several brands have been identified as potentially using AI-generated influencers. For instance, the photo app Once reportedly used AI influencers in its Instagram promotions, featuring videos of a bride praising the app. Similarly, the housing project design app Maket acknowledged using AI-generated influencers as part of an experiment to test marketing strategies. The fashion brand Ashle also used AI imagery in its early marketing, though it later removed these images after inquiries.
The Appeal for Brands
Brands are drawn to AI-generated influencers for several reasons, primarily cost savings. Creating high-end photography and video content with human influencers can be expensive, often costing tens of thousands of pounds. AI influencers offer a more cost-effective, scalable, and controllable alternative. They do not have personal opinions, demand higher rates, or risk negative publicity. Furthermore, content creators producing AI influencer material are sometimes asked to sign non-disclosure agreements, preventing them from discussing their work and maintaining a veil of secrecy.
The Path Forward: Transparency and Trust
While regulatory bodies like the Advertising Standards Authority (ASA) in the UK state that AI-generated content must not be misleading, there are no explicit rules requiring AI disclosure. The ASA would assess complaints based on whether the ad itself is misleading, rather than the use of AI being inherently problematic. However, consumer groups argue that transparency is crucial. They advocate for direct disclosures, such as stating that a person is AI-generated, the promotion is paid, and no real customer provided the testimonial. The bet for brands using these tools now is that cost savings will outweigh potential enforcement and consumer backlash, but the risk of damaging trust remains significant.