A new investigation published by The Guardian says major brands are increasingly flooding social media with AI-generated personalities posed as real consumers. These non-human accounts appear on platforms such as Instagram and TikTok, recommend products, share supposed personal experiences, and sometimes interact with users, while never disclosing that they are synthetic.
The report says creators involved in producing the material are sometimes required to sign nondisclosure agreements, preventing them from revealing how the content is made. Industry sources cited in the article say that in some cases, 40% to 60% of certain brands’ marketing content is already based on AI.
The biggest problem, according to the article, is the lack of clear disclosure rules. In the United Kingdom, the Advertising Standards Authority has said there are currently no rules requiring AI-generated content to be labeled, which allows brands to present artificial figures as real people without violating the law.
The European Union is moving toward tighter regulation. Its AI Act, set to take effect in August 2026, will require clear labeling of content created or manipulated by AI, especially in matters of public interest, with penalties of up to 15 million euros or 3% of global annual turnover. In the United States, there is still no federal law specifically covering the issue, though FTC anti-deception rules apply and the proposed NO FAKES Act would protect voice and likeness rights. New York has already started requiring disclosure since June 2026 when synthetic characters are used in ads.
Some marketing firms are responding by emphasizing real influencers, especially micro-influencers, arguing they provide greater credibility and more authentic engagement. Critics say the practice is simply deception unless consumers are clearly told whether the person promoting a product is real. The article says the latest investigation is likely to increase public and regulatory pressure as lawmakers try to catch up with the pace of AI.
