Brands quietly deploy AI-made ‘influencers’ in social ads, fueling calls for clearer labeling

Brands are increasingly using AI-generated personas to promote products on social media without disclosing the synthetic nature of the influencers, according to an investigation that’s intensifying scrutiny of advertising transparency. The practice ranges from simulated wedding testimonials to lifestyle product demos, sometimes produced under nondisclosure agreements, and is drawing concern from consumer advocates who say audiences can be misled. While the EU’s Artificial Intelligence Act will require labels for AI-generated and manipulated content starting in August, the UK’s Advertising Standards Authority says its rules don’t currently mandate AI disclosures so long as ads aren’t misleading. Companies cite cost savings and creative testing as reasons for turning to digital stand-ins, while deepfake-detection firms have flagged suspect promotions tied to emerging apps. The debate underscores growing regulatory and reputational risks for marketers as synthetic media blends seamlessly into everyday advertising.

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