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Brands using AI-generated influencers to promote products on social media

Media | The Guardian · Sarah Marsh Consumer affairs correspondent · last updated

Investigation finds AI content that purports to show genuine customers, prompting calls for greater transparency

Brands promoting their products online are quietly deploying AI-generated influencers on social media, an investigation has found, prompting calls for greater transparency.

The findings suggest companies are increasingly turning to AI-generated content that purports to show genuine customer experiences while giving no obvious indication that the people featured are not real.

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