AI Avatars Pose as Health Influencers, Selling Unproven Supplements

Social media platforms are hosting a growing number of AI-generated avatars posing as health and wellness influencers, according to a recent investigation. These artificial personalities, often designed to resemble medical professionals or fitness advocates, are used to promote supplements and products with unverified health claims, sometimes targeting vulnerable demographics like older women.

The sophistication of AI has made it increasingly difficult to distinguish between real people and AI-generated content. Alex Hamerstone, advisory solutions director at TrustedSec, noted that even previously identifiable AI flaws, such as issues with generating hands, are now largely overcome. The smaller screens on which many users access social media further complicate detection.

Experts advise a healthy dose of skepticism towards health promises that seem too good to be true. Emily DeJeu, an assistant teaching professor of business communications at Carnegie Mellon University, emphasizes an economic principle: if a health solution sounds miraculous, it likely is not. "If it sounds miraculous, immediately activate extreme skepticism," DeJeu stated. Genuine health advice, she noted, typically involves established practices like exercise, a balanced diet, adequate sleep, regular medical check-ups, and adherence to prescribed medications.

Additional red flags include pressure to make immediate purchases, such as "limited-time offer" or "for the first 20 people" promotions, according to Shannon Kooker, vice president of clinical excellence and patient safety at ECRI. Testimonials presented without verifiable names or medical credentials should also be viewed with suspicion.

While AI can serve as a starting point for general health education, experts stress it should never replace professional medical advice. Kooker recommends treating AI-generated health claims like advice from a stranger—interesting, but not a substitute for a doctor's opinion. Consulting a healthcare provider or pharmacist is crucial before starting any new treatment, even if it was recommended by an AI influencer.

Reporting suspicious content to platforms like Meta is encouraged, though it does not guarantee removal. Hamerstone also highlighted the importance of victims sharing their experiences to inform others and seek support, combating the embarrassment that often prevents disclosure.

The rise of these AI scams is partly attributed to a broader societal mistrust in conventional authority, including healthcare professionals. DeJeu pointed to decades of eroded trust in experts, exacerbated by the spread of misinformation online. While the internet has democratized information access, AI complicates this by creating highly convincing falsehoods that can sway even knowledgeable individuals, particularly when emotional or fear-based vulnerabilities are exploited.

Unlike the supplements industry, which has limited FDA oversight, federal regulations for AI are still developing, posing potential risks to privacy and safety. DeJeu suggested that the current hands-off regulatory approach to the internet and wellness products has proven ineffective and may need re-evaluation.

Kooker emphasized that AI personas cannot replicate the expertise, education, and experience of human medical professionals. "Healthcare is really complex, but the bottom line is we’re humans caring for humans. Chatbots ... or these AI personas out there, they can’t replace the expertise, the education and the experience of medical professionals," she stated.

The proliferation of these AI health influencers offers an opportunity to re-evaluate and reaffirm the importance of credible medical expertise, particularly in a country with world-class healthcare. Leaning on trusted professionals remains the most reliable path to wellness.