Brands Deploy Undisclosed AI-Generated Influencers in Social Media Marketing
An investigation by The Guardian found that brands are using AI-generated influencers to promote products on social media without disclosing their artificial nature to consumers. The photo app Once was identified as likely using such AI personas in Instagram promotional content, and some creators have been asked to sign non-disclosure agreements about the work.
What happened
An investigation by The Guardian found that brands are deploying AI-generated influencers on social media to promote products without disclosing that the content features artificial personas rather than real people.
The photo app Once was identified by deepfake detection firms Reality Defenders and Get Real Labs as likely using AI-generated influencers in Instagram promotional videos, including clips showing a woman saying she was pleased to have used the app at a wedding.
Content creators producing AI influencer material have reportedly been asked to sign non-disclosure agreements preventing them from discussing their work.
Reported impact
Consumer group Which? stated that consumers should be clearly informed when promotional content features AI-generated influencers rather than genuine people, noting that 70% of survey respondents were unable to correctly identify all real and fake videos shown to them.
The lack of disclosure creates potential for consumers to be misled about the authenticity of customer experiences presented in advertising.
Index analysis
There are no specific rules in the UK requiring brands to disclose when advertising content has been created using AI, though the EU's Artificial Intelligence Act will require labelling of AI-generated or manipulated deepfake content from August 2026, rules that will not apply in the UK.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.