Many brands are covertly using AI-generated influencers, with up to 60% of big brand content potentially AI-made and no current disclosure rules. The EU's AI Act will require labeling from August 2026, but UK consumers remain unprotected.

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Brands are secretly using AI-generated influencers to fake authentic customer experiences on social media, with one industry insider claiming 40-60% of big brand content is AI-made. There are currently no rules requiring disclosure, though the EU's AI Act will mandate labeling starting in August 2026, leaving UK consumers unprotected.

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

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