AI-Generated Influencers Deceive Consumers in Beauty Market

A growing number of artificial intelligence (AI) generated influencers are populating social media platforms, impersonating real people to sell beauty products. These digital avatars, often presented as relatable women experiencing issues such as divorce, menopause, and aging, use fabricated personal narratives to promote items they have never used.

One such example is Holly Lorne, an AI avatar with 16,000 Instagram followers and 12,000 on TikTok. Lorne, who claims to be a 42-year-old ex-skincare researcher using products as alternatives to Botox, is a digital creation. She promotes Jiyu Korean face cream, linking to an Amazon page where creators can earn up to 25% commission on sales. Her profile, like many others, fails to disclose her AI nature.

Lauren Miller, another AI influencer with 41,000 Instagram followers, shares stories of an abusive husband and a subsequent post-divorce transformation. She links to a £43 LED face-sculpting device, and her followers praise her inspiring journey. Like Lorne, Miller lacks diversity in appearance, a common trait among AI beauty influencers.

The creators of these avatars can earn significant income through affiliate marketing and by selling courses on how to create and conceal AI-generated identities. Consultant dermatologist Dr. Anjali Mahto notes that AI influencers offer brands complete control, allowing them to craft avatars that precisely match target demographics and deliver pre-written messages.

The setup cost for an AI influencer can range from £80 to £15,000, with monthly running costs varying from £40 to over £8,000. While major brands like Nars, Maybelline, and Prada have embraced virtual ambassadors, the ethical issues arise when AI influencers are used deceptively.

Sara McCorquodale, founder and CEO of the CORQ influencer intelligence platform, states that brands avoid disclosing AI use because it would likely deter consumers. She describes this marketing tactic as deceptive and insulting. The deception extends to situations where even experienced journalists have been misled, mistaking AI-generated influencers for real people.

Jennifer Carter, a 52-year-old AI influencer with 96,000 followers, claims a biological age of 26.9 and shares a narrative of regaining confidence after divorce. She promotes strength training, sleep, hydration, and an anti-aging supplement, with some videos gaining over two million views.

Experts argue that these AI influencers not only lead consumers to make purchases under false pretenses but also perpetuate unrealistic beauty standards and exploit insecurities for financial gain. Dr. Mahto points out that this marketing implies unattainable youthful appearances can be achieved through specific purchases.

While AI integration is prevalent, there is growing consumer backlash. Lifestyle publisher SheerLuxe faced criticism for its AI influencers, and beauty company Slate Brands deleted its AI perfume influencer's profile after public outcry. Dr. Mahto emphasizes that by using invented individuals, beauty businesses undermine consumer trust in their product formulations and claims.

To identify potential AI influencers, Dr. Mahto advises checking account origins and verifying claims. Consumers can report accounts for non-disclosure of AI content, which violates platform policies on sites like Meta, TikTok, and YouTube. However, as AI technology advances, identifying these fabricated personas becomes increasingly challenging.

McCorquodale suggests that the UK adopt a system similar to Norway's, which requires digitally altered posts to be clearly marked. She asserts that consumers have a right to know when they are interacting with AI influencers and who is funding them to make informed purchasing decisions.