Investigation Reveals Brands Deploying AI-Generated Influencers Without Disclosure

Major brands are quietly using AI-generated influencers on social media to promote products while presenting the content as genuine customer experiences, according to a new investigation. The practice lacks clear labeling or transparency, raising concerns about consumer deception and prompting calls for stricter disclosure requirements.

Why it matters: Marketers need to understand the regulatory and reputational risks of undisclosed AI content as regulators worldwide increasingly scrutinize synthetic influencer campaigns and authenticity standards.