Why Brands Should Ditch AI Avatars for Testimonials and Choose Real People Instead
- Brainz Magazine
- May 28
- 3 min read
Marc Snyderman is a frequent speaker, serial entrepreneur, and business lawyer. He is the founder of Next Point Ventures, a venture studio which takes an active role in investing as well as a partner in a renowned disruptive law practice.
Google Veo3 and other artificial intelligence tools are becoming so advanced that it’s hard to distinguish between what is real and AI. It’s becoming more embedded in marketing strategies as it’s quick and inexpensive compared to traditional marketing. Brands are increasingly turning to AI avatars and synthetic influencers to promote products, deliver testimonials, and even serve as brand ambassadors. Estimates are that the AI Influencer market is going to surpass 7 billion this year worldwide.
When it comes to technology, I always say just because you can do it, doesn’t mean you should.
When it comes to product endorsements, the smart, ethical, and sustainable choice is to stick with real human voices.
Here’s why.
1. Authenticity matters
People connect with people. They trust real stories, genuine experiences, and honest emotions. An AI-generated avatar claiming to “love” a skincare product or fitness app doesn’t come from a place of truth; it’s a simulation.
When audiences discover that a testimonial was generated by a machine, it can erode trust and damage your brand’s credibility. In today’s marketing landscape, authenticity isn’t optional; it’s everything.
2. Legal risks are rising in the U.S. and EU
In the U.S.: The Federal Trade Commission (FTC) has updated its Endorsement Guides to emphasize that testimonials must reflect the honest opinions and real experiences of the endorser. If an AI avatar mimics a real user’s experience, it may be considered deceptive advertising.
In the EU: The AI Act and the Digital Services Act (DSA) are tightening regulations around transparency and consumer protection. AI-generated content will likely require clear labeling so misrepresenting synthetic endorsements could soon be not just unethical, but illegal in the EU.
Takeaway: Failing to disclose that your influencer is artificial could lead to regulatory scrutiny, fines, or a public relations nightmare.
3. Misrepresentation breeds mistrust
AI avatars don’t use your products. They don’t have skin types, financial goals, or personal routines. So, when they “recommend” something, it’s fiction.
In industries like beauty, wellness, finance, or healthcare, where trust is paramount, this kind of misrepresentation can be especially damaging. Even unintentional deception can lead to compliance issues and consumer backlash.
4. Ethical questions with no clear answers
Using AI-generated testimonials raises difficult ethical questions:
Who is responsible if the AI makes a misleading or harmful claim?
Is it ethical to simulate empathy or lived experience for profit?
Are we replacing real creators and communities with digital stand-ins?
There’s no established playbook for these dilemmas and that uncertainty puts your brand at risk.
5. AI lacks empathy, nuance, and cultural awareness
Human influencers bring emotional intelligence to the table. They can respond to feedback, adapt to cultural contexts, and engage with communities in meaningful ways.
AI avatars operate on scripts and algorithms. They can’t truly listen, empathize, or improvise. Accordingly, they may be smart and creative, but they are ill-suited for the dynamic, real-time conversations that define modern brand engagement.
6. One misstep could spark a PR crisis
If a creator or influencer says something tone-deaf, controversial, or simply inaccurate, the fallout can be severe. Unlike a human spokesperson, an AI can’t apologize sincerely, show remorse, or rebuild trust.
In a world where brand missteps go viral in minutes, relying on AI-generated voices is a high-risk gamble.
7. Consumers want human connection
There’s growing resistance to AI replacing humans in creative and personal spaces. From Hollywood actors to TikTok creators, people are drawing lines and consumers are, too.
According to the 2023 Edelman Trust Barometer, trust in “people like me” continues to outperform trust in institutions or technology.
When it comes to influence, real still resonates.
Final thoughts: Real stories deserve real voices
Yes, AI influencers might be cheaper, faster, and on-brand. But they’re also emotionless, experience-less, and potentially unlawful.
For brands that value trust, transparency, and long-term loyalty, the choice is clear: let real people tell real stories. Because when your product promises something meaningful, it deserves a voice that means it.
Read more from Marc Snyderman
Marc Snyderman, Attorney, Entrepreneur, Content Creator, & Writer
Marc Snyderman is a business leader, strategist, content creator, and author as a hybrid business lawyer and businessman with experience from startup through IPO his wide background provides a backdrop for success across multiple domains. He is a Managing Director of Next Point Ventures, a premier venture studio in the Philadelphia, PA region, and a Partner with OGC Solutions. Marc's mission is to support small and mid-sized businesses with disruptive models and technology.
