Breaking AI & Tech News Analyzed

Brands are increasingly using AI‑generated influencers to promote products on platforms such as Instagram, often without disclosing that the faces are synthetic, a new investigation reveals. The Rise of AI‑Generated Influencers in Brand Campaigns The Guardian identified several campaigns – from the photo‑app Once to the housing‑design tool Maket and Dubai fashion label Ashle – that feature hyper‑realistic digital humans. Creators are frequently bound by non‑disclosure agreements, preventing them from revealing the AI nature of the content. Quantifying the Hidden AI Content Consumer‑trust study by Which? found 70% of participants could not correctly label real vs. AI videos. AI‑influencer specialist Clarissa Mansbridge estimates 40%‑60% of large‑brand social content is AI‑generated. Regulatory Gaps and Consumer Trust Risks Current EU AI Act rules, effective August, will require labelling of deep‑fakes, but the UK has no comparable mandate. The Advertising Standards Authority (ASA) says existing advertising rules still apply, focusing on misleading content rather than the use of AI itself. What the Future Holds for AI Influencer Disclosure Experts warn that without clear labelling, consumers may be misled and become targets for scams. Industry observers expect pressure for mandatory AI‑content disclosures to grow, especially as brands experiment with AI avatars to test creative concepts before larger roll‑outs.