In the past the problem with influencers sharing inauthentic content was all about framing and staging photos and videos. But at least they were still creating the content themselves. These days we can’t tell which photos and videos and AI generated and which are genuine, original content.
What’s the issue with it? Lack of trust, intellectual property issues and ethical issues to just name a couple.
There’s nothing new about influencers being blamed for using fake imagery. And we all know that photos in magazines are also very far from reality.
But still it’s mostly influencers who are brought to stake for faking it, and are made a mockery of. And many of them defend themselves by saying that while TV adverts and magazines fake pretty much everything, why shouldn’t influencers do the same?
It’s a valid point. It’s not fair that the major media outlets can mislead the public in such a way but then influencers, who are doing the exact same thing but on a much smaller scale, shouldn’t be fake at all.
But here’s what I’m baffled about: when did FAKE become okay? Don’t we deserve authenticity in marketing? When did misleading customers become ethical and a widely accepted practice?
Problem With Influencers: AI Generated Content vs. Original Content
Have you ever ordered clothes online because they were super cheap and then gotten something completely else? Or been promised a service that then didn’t deliver at all?
In some countries there are consumer protection laws against fraudulent business practices. Basically you will get your money back if the marketing promises aren’t fulfilled.
But in terms of off-shore online stores these laws can’t necessarily protect you. Or you might live in a country where such laws don’t exist.
This is why using fake and/or AI-generated photos and videos for marketing poses a problem with influencers. And if we wish to protect our wallets against these issues that span ethical, legal, and practical concerns, we need to be aware of them.
So, here are 8 of the most prominent issues for your perusal:
#1 Authenticity and Trust
The number one issue is definitely misrepresentation. By this I mean that AI-generated content creates a false impression of the influencer’s life, personality, or brand.
- As we already know, this can in time lead to a loss of trust among their followers.
- This doesn’t just hurt the influencer, but also the brands working with that influencer.
- Thus, brands need to pay better attention to who they collaborate with.
What easily follows, is lack of genuine engagement. When an influencer ousts their audiences by making them feel disconnected, it will lead to decreased engagement and loyalty.
It’s no coincidence that those who are still known for making content that is authentic, are the most successful.
#2 Ethical Concerns
A big problem with influencers in terms of fake content is the fact that they are engaging in deceitful marketing. Using AI-generated content without appropriate disclosures can be considered deceptive. Especially if the content is represented as showcasing real experiences.
At its very worst this can lead to manipulation. AI can be used to alter appearances or scenarios in ways that mislead audiences about products or lifestyles.
AI-generated images or videos can’t perfectly replicate human characteristics. This can lead to an unsettling or unnatural appearance, which followers then try to aspire to. Like starting a diet that drives your body to the brink of shutting down, etc.
#3 Intellectual Property and Legal Issues
Artificial Intelligence is taught with content that is found online. This often means content that has not been legally acquired from its creator. This makes it a copyright infringement, which then becomes a problem with influencers.
In practice it means that some of the AI generated content that influencers share might inadvertently use elements from copyrighted works. This has already led to legal disputes.
On a more serious side of all this is a phenomenon called ‘Model Releases’. It means AI-generated likenesses based on real people without their consent. This opens the door to a lot worse infringements than just privacy issues and lawsuits.
#4 Economic Impact
Influencer marketing is usually not a one-man-show. Behind the scenes there are editors, producers, make-up artists, etc. This obviously creates multiple skilful jobs for many skilled workers.
On the contrary, over-reliance on AI-generated content reduces opportunities for photographers, videographers, and creative professionals. The job displacement problem is already a big issue all over the Western World, and AI doesn’t seem to be doing us any favours on this front.
#5 Cultural and Social Sensitivity
A more AI-related problem with influencers is bias. Since AI has been created based on human-created content, it shares our biases and prejudices. Thus, AI-generated content can perpetuate culturally insensitive or stereotypical representations.
We have already witnessed AI failing to accurately represent diverse body types, skin tones, or cultural backgrounds, leading to criticism of inclusivity. In a world where we strive for more equality, this development is not welcome in marketing, or elsewhere.
#6 Transparency and Disclosure
Maintaining authenticity in marketing, one needs to pay attention to their content’s transparency and disclosures. This is a problem with influencers that they don’t often seem to understand:
- Failing to disclose the use of AI can be seen as a breach of transparency with followers and consumers
- It can potentially harm both the influencer’s reputation and the brand that collaborates with the influencer.
The ramification of this can be unprecedented, so it should not be overlooked.
#7 Consumer Expectations
When you provide your audience unrealistic content, you create unrealistic standards. Especially in terms of AI-generated perfection any influencer can unwittingly set unrealistic expectations for their followers.
This contributes to already major issues in our society, such as body image dissatisfaction. We have quite enough to deal with on this front with campaigns like the body positivity movement taking the wrong turn.
#8 Dependence and Overreliance
The last but definitely not the least problem with influencers using fake images and videos is the death of genuine creativity. Relying too much on AI can stifle the influencer’s own creativity and unique content creation skills. Too much of this and we live in a world of grey mass…
Conclusion
Perhaps it’s just me – coming from a country where we have authorities monitoring adverts, and weeding out those advertisers that in any way mislead consumers – but telling people to buy something that in the end isn’t what you said it was, is totally unethical and should be illegal.
The unethical and misleading advertising is probably the single biggest issue why influencers have such a bad reputation nowadays. Yes, it’s bloody unfair that the media can do it and they can’t. But that has to change! Neither should be allowed to do that.
Lack of authenticity, trust, etc. is not a problem with influencers alone. Also the brands that work with influencers need to be held accountable for appropriate disclosures and such.
Addressing these issues involves balancing the innovative use of AI with ethical practices, transparent disclosure, and a commitment to maintaining authenticity and trust with the audience.
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