For decades, consumers have relied on advertising with a healthy dose of scepticism. We knew photographs were airbrushed, endorsements were paid for, and marketing departments were experts at presenting products in the best possible light. Yet there remained an unspoken assumption that the people appearing in adverts were, at the very least, real human beings.
That assumption is rapidly disappearing.
A recent investigation has revealed that brands are increasingly using AI-generated influencers and fake customer testimonials to promote products online, often without any indication that the people featured do not actually exist. The discovery raises a troubling question: can consumers believe anything they are being shown anymore?
The investigation found examples of companies posting videos and photographs that appeared to show genuine customers enthusiastically recommending products. Brides tearfully praising wedding photography apps, homeowners discovering design software, fashion models showcasing clothing collections – all apparently authentic moments. In reality, many appear to have been generated entirely by artificial intelligence.
The problem is not simply that AI is being used. Technology has always evolved. The real issue is deception. These advertisements are deliberately designed to mimic authentic customer experiences because marketers know consumers place greater trust in ordinary people than in traditional advertising.
When a person watches what looks like a genuine customer opening a package, trying on clothes, or recommending an app, they naturally assume they are seeing a real experience. If that person never existed, the entire premise becomes misleading.
Consumer watchdog Which? has warned that many people already struggle to identify AI-generated content. Their research found that 70% of participants were unable to correctly distinguish between real and fake videos. If most people cannot tell the difference, how can informed purchasing decisions be made?
Even more concerning are reports that some creators producing AI-generated influencer content are being required to sign non-disclosure agreements preventing them from discussing their work. If companies truly believe there is nothing wrong with using artificial intelligence in marketing, why the need for secrecy?
The financial incentives are obvious. Traditional photoshoots, video productions and influencer partnerships can cost tens of thousands of pounds. AI-generated content can be produced quickly, cheaply and without the complications that come with real people. Digital influencers never age, never cause public relations headaches, never demand higher fees and never express inconvenient opinions.
From a business perspective, the attraction is clear.
From a consumer perspective, however, the implications are alarming.
Trust is one of the foundations of any functioning marketplace. Consumers need confidence that reviews are genuine, testimonials are authentic and endorsements come from real people with real experiences. Once that trust begins to erode, suspicion spreads beyond individual adverts and infects the entire online ecosystem.
The European Union has recognised this risk and will soon require AI-generated images, videos and audio to be clearly labelled under new legislation. The UK currently has no equivalent requirement.
Without greater transparency, the internet risks becoming a marketplace filled with synthetic customers selling synthetic experiences to increasingly sceptical audiences.
Consumers have always understood that advertising involves persuasion. What they did not sign up for was a world where they cannot even be sure whether the people recommending products actually exist. In the age of artificial intelligence, trust may be becoming the most endangered commodity of all.
