Are the faces in ads ‘fake’? Companies are playing a big game with AI influencers. The face seen in the advertisement is not ‘fake’, companies are playing a big game of AI influencers – ..

By Samira Vishwas On Jun 23, 2026

While scrolling through social media, can you be sure that the model whose advice you are considering buying a beauty product or fashion accessory is a real person? It is possible that that face was never born. In today’s digital age, companies are taking the help of ‘fake influencers’ created with Artificial Intelligence (AI) to promote their products. These photos and videos are so accurate that it has become impossible for common customers to differentiate between real and fake.

Truth trapped in the web of agreements: NDA’s game

Companies are completely ignoring transparency to carry out this fraud. Now a new game of ‘Non-Disclosure Agreement’ (NDA) has started in the world of marketing. Advertising companies make AI content creators sign legal documents, under which they are prohibited from disclosing that the face shown in the advertisement is computer generated. This is beneficial for companies because compared to the huge fees for real models and photoshoots, AI advertising is not only cheaper, but it can also be created overnight in any corner of the world.

How to identify fake influencers

Experts have warned that the increasing use of AI in advertising could lead to a serious loss of consumer trust. Recently, the truth came to light about the brides seen in the advertisement of an American photo app ‘Once’, which were actually created by AI. At the same time, similar technical shortcomings were seen in the advertisements of ‘Ashley’, a fashion brand from Dubai. You may recognize these too—often AI-generated faces have strangely shaped fingers, eye gleam that looks ‘mechanical’, or the background behind faces that looks blurry and unnatural.

India vs Britain: What are the rules?

In this era of AI advertisements, the policies of different countries regarding security are also different. India has shown great strictness in this matter, whereas other countries still lack clarity.

Country	current situation
India	The rules on AI and deepfake content are very strict. The government has given clear instructions that it is mandatory to have clear labels on AI-generated advertisements.
Britain	There is no clear law here yet, by which companies can run advertisements without disclosing whether the face is real or fake.

Dangers and warnings to customers

Consumer organizations are now demanding the government to implement full transparency in advertisements so that consumer trust and their rights can be protected. Until global standards are set, it is important for consumers not to blindly follow every influencer they see on social media. If an ad seems too ‘perfect’ or artificial, it’s best to be cautious.