Social media users are increasingly being targeted by artificial intelligence (AI)-generated influencers masquerading as real customers, a Guardian investigation has revealed.
The practice, which relies on hyper realistic digital humans to promote products without disclosure, has sparked immediate backlash from consumer groups and legal experts demanding strict transparency.
The investigation found that brands are quietly deploying synthetic avatars to create user-generated content (UGC) such as wedding testimonial videos and product unboxings while forcing content creators to sign strict non-disclosure agreements (NDAs) to hide the practice.
The rise in synthetic marketing relies heavily on mimicking everyday consumer experiences. Rather than creating high-profile virtual celebrities, companies are generating anonymous digital humans to review items.
Several businesses have already integrated these methods into their active social media campaigns.
Event-photo app Once featured Instagram videos of a bride crying, praising the product for her wedding. Cybersecurity firm Reality Defenders analyzed the footage and concluded the influencer was highly likely to be AI-generated.
AI housing-design app Maket used a digital avatar who claimed she “could kiss the interior designer who showed me this.” Maket confirmed it used AI influencers to test creative concepts on a small scale.
Dubai-based fashion brand Ashle deleted social media images after inquiries regarding a digital model who appeared with an extra finger, though the company maintained the removal was due to discontinued designs.
Deception is highly effective. A recent study by consumer group Which? revealed 70% of people are unable to correctly identify deepfake videos, leaving them highly vulnerable to misleading marketing.
Currently, regulatory frameworks vary drastically by region, creating a complex legal landscape for international brands.
In the U.S., regulatory exposure is particularly severe. The Federal Trade Commission enforces guidelines carrying penalties of up to $53,088 per undisclosed violation. Concurrently, state measures like New York’s Synthetic Performer Disclosure Law and the federal NO FAKES Act are stacking liabilities for non-compliant companies.
Industry insiders state that financial incentives are driving the rapid shift toward synthetic talent. Traditional high-end photoshoots can cost brands between $20,000 and $70,000.
“Brands are moving to AI to cut out issues like bad press, personal opinions, hourly rates, and photographers,” says Clarissa Mansbridge, an AI avatar creator. She estimates that 40% to 60% of major brand content is now quietly generated through AI under strict NDAs.
However, marketing experts warn that cutting corners on human talent may backfire. Donatas Smailys, CEO of the creator marketing platform Billo, argues that synthetic influencers fail to deliver long-term value. Data from Ipsos and Syracuse University indicates that real creators consistently outperform AI on critical metrics like cost-per-acquisition and engagement.
“A synthetic influencer can look real, but it doesn’t mean they will be convincing,” Smailys said. “Audiences respond to people with actual opinions and actual faces.”
