The role of AI influencers is quietly growing in advertisements:Customers are completely unaware; companies are signing contracts with content creators

A model appearing on social media praising a product may not always be real. According to a report, many companies are using AI-generated fake influencers to promote their products. These videos and images are prepared in such a way that viewers feel that a real customer is sharing an experience. According to the report, some companies are also making AI content creators sign Non-Disclosure Agreements (NDAs) so that they do not disclose this publicly. According to experts, this is making it difficult for users to differentiate between real and fake promotions. Meanwhile, consumer organizations are demanding transparency and warning that this could become a crisis of public trust in the future. Risk of confusion from seeing AI models The investigation found several instances where companies used AI-generated faces in their promotions. In the promotional video for the American photo app ‘Once’, brides were seen sharing their experiences, while analysis suggested they might be AI-generated. Dubai fashion brand ‘Ashley’ also posted promotional images that showed AI glitches. Experts say that a common consumer can easily be confused by such content. Moreover, it can erode people’s trust in that product. Strictness in India, no clear rules yet in Britain Currently, there are no clear rules in Britain that compel companies to disclose the identity of AI-generated advertisements or influencers. On the other hand, India has tightened rules regarding the identification of AI-generated or modified content. Social media platforms have been instructed to put clear labels on such content and take action against material like deepfakes.

AI usage being hidden through NDAs British AI content creator Clarissa Mansbridge claims that many big brands make creators sign NDAs after getting AI content created. This prevents them from publicly stating that the people appearing in the advertisements are not real. She says that AI content is much cheaper for companies compared to traditional photoshoots.