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

An investigation has found that brands are deploying AI-generated personas on social media to simulate authentic customer endorsements, with no clear disclosure to audiences. The practice blurs the line between genuine experience and manufactured persuasion, raising serious questions about consent, transparency, and the integrity of the information environment. Regulators and consumer advocates are calling for clearer rules, though no enforcement framework yet matches the scale of the problem.