Brands quietly deploy AI-generated influencers to mimic real customer experiences, with no disclosure rules in sight

An investigation by The Guardian has found that brands are increasingly using AI-generated influencers to promote products on social media, with no clear labeling that the people shown aren't real. Some content creators producing this material have been asked to sign NDAs to keep the practice under wraps. One former celebrity manager who now builds AI influencers for brands estimated that 40–60% of content from some major brands is AI-generated, with the cost appeal being blunt: "Brands want high-end photography but they don't want to pay $20,000 to $70,000 for a traditional photoshoot."

The regulatory picture is equally bleak. The UK's Advertising Standards Authority acknowledges there are no specific rules requiring disclosure of AI-generated promotional content. The EU's AI Act will mandate labeling of AI-manipulated content starting in August — but it won't apply in the UK. Consumer group Which? is calling for clearer transparency, while brands like Dubai-based fashion label Ashle quietly removed AI-generated imagery only after The Guardian came asking.