AI-generated content is becoming a standard part of modern marketing. Brands are experimenting with AI avatars, virtual influencers, and synthetic spokespersons because they offer a clear advantage: faster production, lower costs, and the ability to create content at scale.
But a new law in New York is raising an important question. Starting June 9, the AI Transparency in Advertising Act requires brands to disclose when visual ads feature AI-generated humans. The regulation doesn’t target AI copy, voiceovers, or editing tools. It focuses specifically on synthetic performers designed to look like real people.
While most of the conversation has focused on compliance, the bigger issue may be trust.
The Trust Gap
A recent survey found that 82% of advertising executives believe Gen Z and Millennials are comfortable with AI-generated ads. Only 45% of consumers agree.
That gap highlights a growing challenge for brands. Marketers often see AI as a production tool, while consumers evaluate content through a different lens:
Does this feel authentic?
Do I trust the person behind the message?
Is the brand being transparent?
When those expectations don’t align, performance can suffer long before regulations become a problem.
Why Human Content Still Matters
The appeal of AI-generated spokespeople is obvious. They’re scalable, efficient, and cost-effective.
But advertising has never been just about efficiency. The best campaigns create connection, credibility, and trust. That’s one of the reasons creator marketing and UGC continue to perform so well. Consumers don’t always respond to the most polished content, but they do respond to content that feels genuine.
As AI-generated content becomes more common, authenticity may become even more valuable.
What Brands Should Take Away
The lesson isn’t that brands should stop using AI. It’s that AI works best when it supports creativity rather than replaces the human element entirely.
As regulations evolve and consumers become more aware of synthetic content, transparency and trust will likely become even more important factors in campaign performance.
Because while AI can help brands create more content, it doesn’t automatically make that content more believable.
