Brands use AI-generated influencers on social media, investigation finds
13 reported
An investigation by The Guardian has found that brands are increasingly using AI-generated influencers on social media to promote products, often without disclosing that the people featured are not real. Some content creators making these AI influencers are required to sign non-disclosure agreements. There are no specific rules in the UK requiring brands to label AI-generated advertising content, though new EU rules under the Artificial Intelligence Act will require such labeling starting in August. The consumer group Which? has called for clear disclosure when promotional content uses AI-generated influencers. Examples include a photo app called Once, which appears to have used AI-generated influencers in Instagram videos, and a fashion brand called Ashle, which deleted photographs after being approached by The Guardian. The Advertising Standards Authority stated that its rules do not explicitly prohibit posting AI-generated promotional content without disclosure, but such content must not be misleading.
What’s reported
The Guardian investigation found brands are deploying AI-generated influencers on social media.
Some content creators making AI influencer content are asked to sign NDAs.
No specific UK rules require brands to label AI-generated advertising content.
EU rules under the Artificial Intelligence Act will require labeling from August.
Which? said customers should be informed when content features AI-generated influencers.
Once, a photo app, likely used AI-generated influencers in Instagram videos, according to analysis by Reality Defenders.
Once did not respond to a request for comment.
Maket, an AI design app, said its use of AI-generated influencers was an experiment, not a core strategy.
Ashle, a Dubai-based fashion brand, deleted photographs after being approached; a spokesperson said the images were removed because designs were no longer in the collection.
The ASA said its rules do not prohibit AI-generated promotional content without disclosure, but content must not be misleading.
Clarissa Mansbridge, a former celebrity manager, creates AI influencer images for brands and estimates 40% to 60% of content from some big brands is AI-made, with creators under NDA.
Mansbridge said brands are attracted by lower costs compared to traditional photoshoots.
Leeds-based artist Zac Rossiter declined an offer from a marketing agency to create an AI-generated unboxing video.
Key figures
Lisa Barber, editor of Which? Tech
Clarissa Mansbridge, former celebrity manager and creator of AI influencer images
Zac Rossiter, Leeds-based artist
Reality Defenders, cybersecurity company
The Advertising Standards Authority (ASA)
Once (photo app)
Maket (AI design app)
Ashle (fashion brand)
Sources: The Guardian
