Brands using AI-generated influencers to promote products on social media

2026-06-21 · Source: AI (artificial intelligence) | The Guardian · Field: Business & Management — Marketing, Branding & Advertising, E-commerce & Digital Commerce, Corporate Strategy & Leadership · Depth: Fundamental Awareness, medium

Summary

An investigation reveals that brands are increasingly deploying AI-generated influencers on social media to promote products, often without disclosing the content's artificial origin. This practice, which includes content purporting to show genuine customer experiences, has prompted calls for greater transparency from consumer groups like Which?. While the EU's Artificial Intelligence Act will mandate labeling for AI-generated content starting in August, no specific rules currently exist in the UK or for the Advertising Standards Authority (ASA) explicitly prohibiting such undisclosed use, though ads must not be misleading. Brands like Once app, Maket app, and Ashle fashion have utilized AI influencers, with some creators reportedly signing non-disclosure agreements. Experts suggest 40-60% of big brand content may be AI-generated, driven by lower costs compared to traditional photoshoots (e.g., \$20,000 to \$70,000) and a desire to avoid issues associated with human influencers. Marketing agencies are also actively promoting AI-generated content, including unboxing videos, to businesses.

Key takeaway

For marketing professionals developing social media campaigns, you must prioritize transparency when integrating AI-generated influencers. Your audience's trust is at risk if content appears to be genuine customer experiences but is not disclosed as AI-created. Consider the evolving regulatory landscape, especially the EU AI Act, and proactively label AI-generated promotional materials to maintain credibility and avoid potential future compliance issues.

Key insights

Brands are increasingly using undisclosed AI-generated influencers for marketing, creating transparency issues and regulatory gaps.

Principles

• Consumer trust is critical for AI-generated content.
• Cost efficiency drives AI adoption in marketing.
• Regulatory frameworks lag AI marketing advancements.

Method

Brands commission AI avatars to create hyperrealistic user-generated content (UGC) mimicking authentic reviews, then deploy it on social media channels.

In practice

• Experiment with AI influencers for small-scale creative testing.
• Develop digital human avatars for aspirational brand content.
• Produce AI-generated unboxing videos for product promotion.

Topics

• AI Influencers
• Social Media Marketing
• Marketing Transparency
• Consumer Trust
• EU AI Act
• User-Generated Content

Best for: Executive, Product Manager, Entrepreneur, Marketing Professional, AI Product Manager, AI Ethicist

Related on AIssential

• Sixty percent of US consumers say ‘AI’ in brand messaging is a turnoff, survey finds — Brands must balance AI visibility for search engines with human trust and transparency to avoid consumer turnoff.
• Are video game developers using AI? Players want to know, but the rules are patchy — AI disclosure in video games is inconsistent, leaving players uninformed about generative AI's role in development.
• AI Disclosure Labels Risk Becoming Digital Background Noise — Over-labeling AI content risks user habituation, making disclosures ineffective during critical events.
• Consumer technology marketing will become more detached from lived experience. AI will supercharge deception. Bad marketing pollutes the trust environment for the whole sector. — Tech marketing often uses technically true but materially misleading claims, eroding consumer trust and fair competition.
• Turn AI Distrust Into Customer Trust — And Win The CX Future — Low consumer trust in AI necessitates embedding trust as a core strategic imperative for successful AI adoption.
• EU bars AI-generated content from official communications, according to Politico — The EU's ban on fully AI-generated content in official communications prioritizes authenticity over demonstrating transparent AI use.

Open in AIssential →

Editorial summary, takeaway, and curation by AIssential. Original article published by AI (artificial intelligence) | The Guardian.