An investigation by The Guardian reports that some brands are using AI-generated influencers to promote products on social media. The coverage says companies deploy AI-created content that appears to depict real customers or genuine product experiences, while not providing clear indications that the individuals featured are artificial. The investigation’s findings raise concerns about transparency and disclosure, with calls for stronger labeling or other measures so consumers can understand when influencer content is generated by AI rather than representing actual people.
The PYMNTS report, citing the same Guardian investigation, similarly describes the practice of using artificial intelligence to create influencers and promotional posts that simulate a customer perspective. Both sources frame the issue as an emerging marketing approach in which AI-generated imagery or narratives are presented in ways that may be indistinguishable from authentic user-generated content.
Overall, the reporting focuses on the growing use of AI in influencer marketing and the resulting questions about how brands communicate with audiences and whether they should disclose when content is synthetic.
