Brands Deploy AI-Generated Influencers Without Disclosure, Investigation Finds

Executive Briefing

• Reveals brands using AI-generated influencers posing as real customers, with no legal obligation to disclose the practice
• Finds content creators signing NDAs to conceal AI involvement, with one expert estimating 40–60% of major brand content is AI-made
• Shows UK's Advertising Standards Authority has no specific rules prohibiting undisclosed AI-generated promotional content
• Notes EU's AI Act will mandate deepfake labelling from August 2025, but the legislation will not apply in the UK
• Warns consumer group Which? that 70% of people cannot reliably distinguish real from AI-generated video content