According to reports, brands are starting to use artificial intelligence-generated influencers to promote their products on social media.
According to an investigation by the Guardian published Sunday (June 21st). The British newspaper says these findings show that companies are using AI to generate content that purports to be real customer experiences without letting people know that the customer experience is an AI invention.
The report noted that there are no regulations in the UK requiring companies to inform consumers about the characteristics of their advertising. AI-generated content. New European Union rules due to come into effect in August will require AI-generated or manipulated content, including deepfake images, audio and video, to be labeled as such, but the rules will not apply in the UK.
The report also includes comments from UK consumer groups Which one? They argue that consumers should be clearly informed when AI-generated influencers appear in advertisements.
“Our recent research shows that deep fake On social media, we found that a worrying 70% of people cannot accurately identify all the real and fake videos we show them. “This means consumers are frequently misled by AI-generated content and may become targets for fraudsters.” lisa barber“Which?” Editorial Techniques.
“It is concerning that consumers cannot trust the content they see online. Companies must be transparent when content is created using AI, especially when it features AI-generated influencers.”
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The news comes days after the Senate Judiciary Committee voted to advance legislation to curb the spread of the infectious disease. AI-generated unauthorized replica personal.
The Fostering Originals, Fostering the Arts and Keeping Entertainment Safe (No Counterfeits) Act would create federal intellectual property rights covering the human voice and visual likeness.
“This bill is designed to protect what is most personal to us, what makes us who we are: our voices and likenesses.” senator chris coons, D-Del., one of the bill’s sponsors.
He argued that advances in AI have made it possible to develop convincing digital replicas of things people never say or never say.
As PYMNTS wrote earlier this month, the technology could also be used to commit financial fraud. Synthetic identity fraud is not new, but AI has taken it to a new level.
“a synthetic borrower “In 2026, we could see the arrival of convincing driver’s licenses generated by image models, proof of employment supported by AI-generated HR communications, and live onboarding videos featuring deepfake faces synchronized with cloned voice patterns. Some fraud operations are reported to be generating entire digital footprints,” the report states.
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