Investigation reveals brands using undisclosed AI-generated influencers for social media marketing

Brands promoting their products online are quietly deploying AI-generated influencers on social media, an investigation has found, prompting calls for greater transparency.

The findings suggest companies are increasingly turning to AI-generated content that purports to show genuine customer experiences while giving no obvious indication that the people featured are not real.

The Guardian has also found that some content creators making AI influencer content are being asked to sign non-disclosure agreements so they cannot talk about their work.

There are no specific rules requiring brands to tell