The Ethics of Using AI-Generated Models in Advertising
Until now, people have been incredibly accurate when distinguishing AI-generated faces from human faces. However, advances in artificial intelligence (AI) makes it possible to create synthetic human faces that are closer and closer to real life (photorealistic), so much so that it's incredibly hard to spot the difference. As marketers begin to use this technology to their advantage, a new wave of realistic looking AI influencers are coming to life on platforms such as Instagram and Facebook. While these Instagram influencers -who don’t actually exist- proliferate the social media landscape at breakneck speed, a thorny undercurrent of ethical questions follows closely behind.
AI-generated models aren’t just gimmicks – they’re calculated, hyper-efficient tools, sculpted by algorithms to fit the mold of marketability. Brands, fashion and beauty in particular, are embracing these AI influencers for their flexibility, cost-effectiveness, and scandal-free existence. The appeal is obvious: why deal with scheduling conflicts, cost, or the unpredictability of real-life models when a few lines of code can generate the “perfect” look? So, the question becomes no longer whether AI models have a place in advertising but how their presence reshapes consumer trust, artistic integrity, and economic landscapes.
Transparency: The Cornerstone of Trust
If there’s one word the advertising world loves to toss around, it’s “trust.” Not only do consumers trust brands that are transparent and authentic - they demand they be that way. In fact, Benco recently put out an article titled "Why the 'Way It Was Made' Matters" that agues that authenticity is vital to a company’s success. Here lies the first major ethical dilemma: Should brands disclose to the consumer when using AI-models?
AI models blur the line between reality and fabrication. There’s a difference between photoshopping a blemish from a photoshoot and fabricating an entire human being to endorse a skincare product. Without transparency, brands could veer dangerously close to deception, leaving audiences to wonder what else might be computer-generated.
This isn’t just hypothetical. In 2019, virtual influencer Lil Miquela, an AI-generated Instagram personality, signed brand deals and participated in campaigns without her creator disclosing her digital origins. While many lauded the innovation, others felt duped, sparking debate about the murky ethics of AI generated content in advertising.
Art or Algorithm?
Advertising has long been perched on the edge of art and science, with valid arguments made for each category. AI models add fuel to the debate. There’s undeniable artistry in crafting a compelling AI persona, but is it the same as working with a human model who brings their personality and quirks to a campaign? Edgar Degas famously said, “Art is not what you see, but what you make others see.” AI-generated models operate within this framework, but their reliance on computer algorithms risks stripping away the magic that happens when human creativity meets spontaneity. A virtual face can smile on command, but can it capture the natural charisma that defines many memorable ad campaigns?
Yet, for all the hand-wringing about authenticity, AI models also unlock exciting potential for representation. Brands can design models that reflect diverse races, body types, and identities without being constrained by the limitations of available talent. Theoretically, this could shatter long-standing beauty norms and foster inclusivity. Yet, on the other hand, it could affirm unrealistic –and unachievable– beauty standards, especially among women.
The Economic Tectonic Shift
With AI models, the economics of advertising are quietly shifting beneath our feet. The traditional modeling industry faces disruption. Why hire a photographer, makeup artist, and studio when AI can generate high-res campaign imagery from a laptop?
This isn’t just about cost-cutting; it’s about scalability. Brands can churn out endless variations of campaigns featuring AI models, customizing appearances to different markets without reshooting. While this might be a marketer’s dream, it raises difficult questions about job displacement. What happens to the creative professionals whose livelihoods hinge on the old way of advertising production? Who’s going to protect those jobs?
This concern echoes the recent SAG-AFTRA strike in the entertainment industry, where actors and performers protested the lack of protections against AI. One major sticking point was the fear that AI could replicate actors' likenesses without proper consent or compensation. The strike underscored a growing unease about AI's ability to displace not just models but entire creative fields, raising alarms across sectors that depend on human identity and artistry.
The AI models making huge money on Instagram - BBC World Service
Bridging the Gap
The advertising world is no stranger to reinvention. As with the advent of CGI or influencer marketing, the rise of AI models is part of a broader continuum. At Benco, we approach this intersection with cautious optimism. When used ethically, AI driven systems can become a valuable tool in the creative process, enhancing campaigns without erasing the humanity that often defines great advertising. Ultimately, the ethics of AI in advertising boil down to intentionality. Are brands using these models to innovate or deceive? To foster inclusivity or perpetuate unattainable ideals? Our philosophy isn’t to abandon human creativity for algorithmic precision but to find the sweet spot where the two coexist.
