The Future of User-Generated Content Creators
The buzz around AI influencers has social media platforms in a frenzy. Here’s the video that started it all. It’s astonishing to see how far AI has come, and it makes one wonder what advancements the next six months might bring.
It’s terrible but I still think it’s wild that this can all be done with AI. Imagine in 6 months… pic.twitter.com/L1ycB3IkAk
— Beck 🎈 (@beckylitv) March 25, 2024
At first glance, the video appears normal. However, subtle cues like the slight mismatch of her lips with her speech and her somewhat unnatural facial expressions reveal the AI origins.
Meet Ariel Marie, the real influencer who became an AI actor with Arcads, promoting products for the brand GetDirty. Once an influencer agrees to be an AI actor, they relinquish control over the advertisements they feature in, allowing their lips and voice to be manipulated to fit various scripts.
The original video went viral on X, receiving mixed reactions. Some viewers were creeped out, others were amazed by the AI technology, and a few recognized it was AI right away.
Arcads: The Company Behind the AI Ads
Arcads, the company responsible for these AI-generated ads, promises to deliver effective advertisements in seconds at a fraction of the traditional cost. Their process is simple:
- Write your script or choose from Arcads’ templates.
- Select an AI actor from over a hundred options.
- Edit the actor’s voice for clarity, style, and speed.
- Receive a ready-to-use video in under three minutes.
The Reaction to AI-Generated UGC
After the GetDirty video went viral, its founder Becky Litvintchouk faced backlash. Many viewers felt deceived by the ad. In response, Litvintchouk announced that the AI influencer had been hired full-time as the new face of the brand, emphasizing the importance of transparency in advertising.
This situation raises several critical questions. Is the ease and cost-efficiency of AI ad production worth the potential damage to a brand’s reputation? The trend of “de-influencing” on TikTok indicates a shift in consumer trust towards influencer recommendations. Consumers are becoming more skeptical and discerning about the authenticity of influencer reviews.
User-generated content thrives on authenticity. Discovering that a review is entirely fabricated could lead to an adverse reaction from consumers. Personally, seeing the word “sponsored” or “ad” next to a review prompts me to scroll past, knowing the influencer’s opinions are likely influenced by payment.
The Value of AI-Generated UGC
For brands, AI-generated UGC offers significant advantages: scalable ad creation with low costs and quick turnaround times. However, as audiences become aware of these AI techniques, trust in these ads could erode, as seen with GetDirty.
For now, traditional human influencers may still hold more value in maintaining trust and authenticity in the UGC space. While AI creators have a place in marketing, their role in product reviews and UGC may not be ideal.
