British telecom company Vodafone is testing out a new spokesperson who appears as a German-speaking woman in a red hoodie who touts the benefits of high-speed home internet services.

One important note about this influencer: She’s AI-generated.

The character appears in a TikTok video posted three times on Vodafone’s official account, which has received more than 2 million views collectively. According to The Verge, the video has also appeared as an advertisement on X. In response to comments on the videos, the company said the AI spokesperson was part of various advertising tests it conducts.

In one response from the company’s social media team, translated from German, Vodafone said: “We’re trying different styles. AI is so much a part of everyday life now that we’re trying it out in advertising too.”

A spokesperson (AI or otherwise) for Vodafone didn’t immediately respond to a request for comment about the AI advertising.

Last month, transportation company ScotRail reversed a decision to use an AI-generated voice on its trains after complaints.

Brands widening their public presence

One thing companies like Vodafone don’t want to do is associate their ad experiments with AI-driven phenomena such as deepfakes or AI models that could be used to impersonate real people.

The trend of brands using AI identities as spokespeople “is likely to accelerate,” said Patrick Harding, chief product architect at Ping Identity. He said companies need to focus on transparency and accountability when they wade into these waters. 

“This includes clearly disclosing when audiences are interacting with an AI spokesperson, ensuring that AI-generated communications are accurate and aligned with brand values, and implementing robust safeguards to prevent misuse or impersonation,” Harding said.

He said it’s the responsibility of these companies to adopt verification mechanisms, publish responsible AI-usage guidelines and talk openly with customers about how they’re protecting data and avoiding the use of their brand identity for fraud. 

“By taking these steps, organizations can not only leverage the efficiencies and innovation that AI-driven spokespeople bring, but also demonstrate their commitment to consumer protection, ethical standards and long-term trustworthiness,” Harding said.