AI-generated UGC is moving fast, and the trust problem is already here.
Brands are increasingly using AI-generated people in social content that looks like everyday customer reviews or recommendations. The issue is not simply that AI is being used. The issue is when an artificial person appears to be a real customer, saying, “I bought this, I use this, and I recommend it.”
More with Paul and Kyle on the Automotive State of the Union
Paul connected it to the influencer disclosure rules we already understand. If a paid creator has to label a promoted post, then AI-generated customer-style content should be labeled too. At minimum, people deserve to know whether the “customer” on screen exists.
Kyle drew the line at impersonated recommendation. AI can be part of the production process, but when it becomes a fake person giving a fake testimonial, the brand is playing with the trust that makes UGC valuable in the first place.
For dealers and automotive marketers, the takeaway is clear: AI can help create content, but it should not create fake customers. Trust is hard enough to earn when the people are real.
