Brands are now using artificial intelligence (AI)-powered influencers to promote products on social media, according to a recent study by The Guardian.

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According to research, many companies are now using AI content that can be seen by the average person as real customer experiences. But the people shown in these advertisements do not exist. On social media, there is no way for ordinary users to know whether the person on the screen is real or fake.

According to the report, many content creators who create AI influencers are forced to sign confidentiality agreements or non-disclosure agreements, preventing them from talking about their work.

There is still no specific global rule on whether it is mandatory to inform consumers about the use of AI in advertising. However, the European Union (EU) has taken steps in this regard. The EU’s ‘Artificial Intelligence Act’ or AI law is going to be effective from next August.

According to the new law, any deepfake image, audio or video will have to be clearly labeled or stickered with ‘Made with AI technology’. However, the Act will not apply to the United Kingdom (UK). UK consumer rights organization Which says consumers should be made clear if artificial influencers are used in advertising instead of real people.

Deepfake detection cyber security firm Reality Defenders recently analyzed some data. According to the agency, a photo app on Instagram called ‘Once’ may be using AI influencers in their campaigns. The app basically helps to take pictures like a one-time or disposable camera for various occasions. However, when asked about this from the Vance authorities, they did not comment.

Similarly, home design app Maket is using an artificial woman in advertisements. In the video, the woman was praising the app. In this regard, Maket authorities said that they are using AI influencers experimentally and on a small scale before embarking on a large-scale campaign.

Meanwhile, Dubai-based fashion brand ‘Ashley’ posted a picture of a woman wearing a dress in a restaurant. But a closer look shows that the woman in the picture has an extra finger on her hand, which is usually the case with AI images. When questioned by the Guardian, the brand removed the images from its page. However, a spokesperson for Ashley claims that all their clothes are completely original and handmade.