Winning Bizness Desk
Mumbai.Social media users watching a model praise a product may no longer be looking at a real person. A growing number of companies are now using AI-generated influencers and digital avatars to market products online, often without clearly disclosing that the faces appearing in videos and photographs are artificial. The trend is raising fresh concerns about transparency, consumer trust and the future of digital advertising. Investigations have found that some brands are presenting AI-created personalities as ordinary customers sharing genuine experiences.
The rise of hidden digital endorsers
According to reports, companies are increasingly turning to AI-generated content because it is cheaper, faster and easier to produce than traditional marketing campaigns. Digital influencers can be created in minutes, require no travel or photoshoots and can be customised for different audiences. Experts say these synthetic personalities are often designed to look and behave like real people, making it difficult for viewers to identify whether the endorsement is genuine or computer-generated.
Key concerns highlighted by experts:
- Viewers may mistake AI avatars for real customers.
- Product endorsements can appear more authentic than they actually are.
- Lack of disclosure can damage consumer trust.
- Distinguishing real and synthetic content is becoming harder.
Examples reveal growing deception risks
Several examples have emerged where brands allegedly used AI-generated faces in promotional campaigns. In one case, brides appeared to share positive experiences about a photo-editing application, but analysts later suggested the individuals may have been digitally created. A fashion brand also faced scrutiny after posting promotional images that appeared realistic but contained visual irregularities commonly associated with AI-generated content. Experts warn that average consumers may struggle to spot such clues and could be misled into believing they are seeing authentic testimonials.
Companies reportedly use NDAs to maintain secrecy
Another troubling aspect is the reported use of non-disclosure agreements (NDAs). AI content creator Clarissa Mansbridge has claimed that several brands ask creators to sign confidentiality agreements preventing them from publicly revealing that advertising content features AI-generated personalities. Critics argue that such arrangements reduce transparency and make it harder for consumers to understand how promotional content is produced.
India moves towards tighter disclosure norms
Regulatory responses differ across countries. Britain currently has no specific rule requiring brands to disclose when advertising content is generated by AI. In contrast, India has been moving towards stronger oversight of AI-generated and manipulated content. Advertising and digital content guidelines increasingly emphasise clear labelling, especially where AI-generated material could influence consumer decisions. Proposed norms also call for greater transparency around virtual influencers and synthetic endorsements.
Trust emerges as the next battleground
Consumer groups and industry experts believe the unchecked use of AI influencers could trigger a wider credibility crisis in online advertising. As digital avatars become more realistic, the line between authentic recommendations and manufactured endorsements may continue to blur. Many observers argue that clear disclosure rules will be essential to preserving public confidence in advertising. Without transparency, brands may gain short-term marketing advantages but risk long-term damage to consumer trust.
Key takeaways:
- AI influencers are increasingly being used in product promotions.
- Many consumers cannot easily identify synthetic personalities.
- Some creators are reportedly bound by NDAs.
- Britain lacks dedicated disclosure rules for AI ads.
- India is tightening norms around AI-generated content.
- Experts fear erosion of trust in digital advertising.
