"Influencer marketing works today because there's authenticity and trust. If we lose that trust and authenticity the whole channel becomes questionable. If we aren't honest with our end consumers then we lose the effectiveness of influencer marketing as a channel."
"His answer is the AI Accountability Act, which would require brands to disclose any influencer content that has been generated by AI - either with the hashtag #PoweredbyAI or, when there isn't the option for text, with a watermark."
"If Ogilvy is doing that much AI-generated influencer marketing work, it's only a matter of time before the rest industry does more in that space, and it probably already is."
Ogilvy calls for platforms and policymakers to require labeling of all AI-generated influencer content to protect the effectiveness of influencer marketing. Consumers trust people more than brands, and authenticity and trust are the foundations of influencer marketing; losing that trust would undermine the channel. The proposed AI Accountability Act would mandate disclosure of AI-generated influencer content via the hashtag #PoweredbyAI or a watermark when text is unavailable. Ogilvy will require its clients to disclose all future AI-generated influencer campaigns. The agency cited a realistic fake image of the Pope and its own AI licensing work as drivers for action.
Read at The Drum
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