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Brands using AI-generated influencers to promote products on social media | AI (artificial intelligence) | The Guardian

theguardian.com

June 21, 2026

6 min read

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Summary

Brands are using AI-generated influencers to promote products on social media, often without disclosing that these influencers are not real people. This trend raises concerns about transparency, as some content creators are required to sign non-disclosure agreements regarding their AI-generated content.

Key Takeaways

Brands are increasingly using AI-generated influencers on social media to promote products without disclosing that these influencers are not real people.
The EU's Artificial Intelligence Act will require clear labeling of AI-generated content starting in August, but this legislation does not apply in the UK.
Consumer group Which? emphasizes the need for transparency regarding AI-generated influencers in promotional content, as many consumers struggle to identify real versus fake content.
The Advertising Standards Authority has no specific rules requiring brands to disclose the use of AI-generated content in their advertising.

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