Signal 66% know of synthetic influencers, 52% distrust them, 67% want AI ads labelled

Summary

Capgemini finds consumers widely aware of synthetic influencers but wary of them. Some 66 percent know that advertising uses virtual or AI-created influencers. More than half, 52 percent, say they do not trust these figures. Two-thirds, 67 percent, expect brands to state clearly when an advertisement has been generated by AI. The report links this demand to regulators moving toward explicit disclosure of AI content, and it later recommends labelling synthetic ads, copy, images, and review summaries throughout.