Brands Deploy AI Influencers in Ads as 70% of People Miss Some Deepfakes
Updated
Updated · The Guardian · Jun 21
Brands Deploy AI Influencers in Ads as 70% of People Miss Some Deepfakes
2 articles · Updated · The Guardian · Jun 21
Summary
An investigation found brands are posting AI-generated influencers as if they were real customers, with no clear disclosure and some creators bound by NDAs.
40% to 60% of content from some big brands may now be AI-made, creator Clarissa Mansbridge said, as companies seek cheaper alternatives to $20,000-$70,000 photo shoots and fewer risks than human influencers.
Once, Maket and fashion label Ashle were identified or acknowledged as using AI-linked promotional imagery; Ashle removed some posts after questions, while Maket called the tactic a limited marketing experiment.
70% of people could not correctly identify all real and fake videos in a Which? test, fueling demands for labels as the UK lacks specific disclosure rules and the ASA focuses only on whether ads mislead.
August will bring EU AI Act labeling requirements for deepfake-style content, but those rules will not apply in the UK, leaving transparency largely to brands and existing ad standards.
As AI influencers replace real people in ads, is online authenticity officially dead?
With new laws coming, will brands find loopholes or will transparency finally become the norm?
AI in Influencer Marketing: 92% Adoption Rate Sparks Authenticity Crisis and Regulatory Scrutiny
Overview
Brands today face a complex challenge as they adopt AI in influencer marketing. While the drive for operational efficiency and market advantage pushes marketers to rapidly integrate AI into their workflows, this often clashes with concerns about maintaining consumer trust and brand reputation. The business case for AI is strong, with efficiency gains allowing brands to streamline processes and quickly respond to trends, and 92% of brands are already using or open to using AI. However, the widespread acceptance of AI also brings hesitations, as brands must balance these benefits with the need to protect authenticity and trust in their marketing efforts.