An investigation by UKPulse Media has uncovered evidence that some brands are using AI-generated influencers on social media to promote their products, sparking calls for greater transparency.
The investigation found that companies are increasingly turning to AI-generated content, including images and videos, that purport to show genuine customer experiences.
However, the use of AI-generated influencers raises concerns about consumer trust and the potential for deception.
Consumer group Which? has called for brands to be transparent when using AI-generated influencers, citing a recent investigation that found 70% of people were unable to correctly identify real and fake videos on social media.
The Advertising Standards Authority (ASA) said that there are no rules requiring brands to disclose the use of AI-generated content, but Which? argues that this lack of transparency is a major concern.
The findings of the investigation have sparked calls for greater regulation of AI-generated influencer marketing, with some experts arguing that clear labelling of AI-generated content is necessary to protect consumers.