Brands using AI-generated influencers to promote products on social media
Summary
Brands are increasingly using AI-made influencers on social media to promote products without clearly telling consumers these influencers are not real people. Some companies use non-disclosure agreements to keep this practice secret, raising concerns about transparency and trust online.Key Facts
- AI-generated influencers are computer-made characters used to advertise products on social media.
- Brands often do not tell viewers that these influencers are not real, which can mislead consumers.
- Some content creators making AI influencer ads must sign agreements to stay silent about their work.
- The EU will require clear labels on AI-created or changed images and videos starting August under the Artificial Intelligence Act; these rules do not apply in the UK.
- Consumer group Which? says people should know when ads use AI-generated influencers rather than real people.
- Examples include the Once photo app and Maket housing design app using AI influencers in Instagram ads.
- A fashion brand called Ashle removed AI-influenced images after questions about authenticity.
- Studies show many people can’t tell real videos from fake ones made with AI, increasing the risk of being misled or scammed.
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