Brands are increasingly using AI-generated influencers to promote products on social media, with some content designed to resemble real customer experiences and without clear disclosure that the figures are not real.

Consumer groups, such as Which?, are urging transparency so audiences know when AI-generated influencers are behind promotional content.

Ashle, a Dubai-based fashion brand, faced scrutiny after posting an image with an extra finger; the brand later removed such images and said AI was used only in early launch marketing, not for current products.

In fashion marketing, Ashle stated that while original garments are real, AI was used during the initial launch phase for marketing materials.

Examples such as the Once app and Maket show AI-generated personas in promotional videos, with brands often declining or unclear about responding to media inquiries.

Cost considerations drive adoption, with claims that a sizable portion of content from major brands is AI-generated, offering lower production costs than traditional photoshoots.

Marketing agencies promote AI-generated unboxing videos and similar content, though some creators and artists raise ethical concerns and reluctance to participate.

Industry insider Mansbridge estimates that 40-60% of content from some large brands may be AI-generated, with many creators operating under NDAs.

Industry practitioners note brands hire AI-generated influencers through agencies and NDAs, citing cost advantages, scalability, and a shift away from traditional photoshoots.

There are no explicit UK rules mandating disclosure of AI-generated promotional content, while the EU AI Act will require labeling of AI-generated or manipulated content from August, creating a regulatory mismatch.

Advertising regulators in the UK, such as the ASA, say they have no current rule prohibiting AI-generated ads or labeling, and would consider misrepresentation rather than the use of AI itself.

Reality Defenders and other brands have used AI influencers like Once and Maket in staged experiments, sometimes presenting them as test cases rather than core marketing strategy.