Brands using AI-generated influencers to promote products on social media

Investigation finds AI content that purports to show genuine customers, prompting calls for greater transparency

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.