Creepy or Fun? Vodafone’s New Spokesperson Is AI, Not a Real Person
The British telecommunications company Vodafone is testing a new spokesperson who appears to be a German-speaking woman in a red hooded sweatshirt that praises the advantages of high speed internet services.
An important note about this influencer: it is generated by AI.
The character appears in a Tiktok video published three times on the official Vodafone account, which has received more than 2 million views collectively. According to The Verge, the video also appeared as an advertisement on X. In response to the comments on videos, the company said that the AI spokesman was one of various advertising tests she performs.
In a response from the company’s social media team, translated from German, Vodafone said: “We are trying different styles. I have been so part of everyday life now that we are also trying it in advertising.”
A spokesperson (IA or other) for Vodafone did not immediately respond to a request for comments on AI advertising.
Last month, the SCotrail transport company canceled the decision to use a voice generated by AI in its trains after complaints.
Brands expanding their public presence
One thing that companies like Vodafone do not want to do is to associate their advertising experiences with AI -centered phenomena such as Deepfakes or AI models which could be used to usurp the identity of real people.
The trend of brands using the identity of AI as spokesperson “is likely to accelerate,” said Patrick Harding, architect of chief products at Ping Identity. He said companies must focus on transparency and responsibility when they travel these waters.
“This clearly includes disclosure when the public interacts with an AI spokesperson, ensuring that the communications generated by AI are accurate and aligned on the brand’s values, and the implementation of robust guarantees to prevent improper use or identity theft,” said Harding.
He said it is the responsibility of these companies to adopt verification mechanisms, to publish responsible guidelines for AI-IUI-USAGE and to speak openly with customers of the way they protect the data and avoid the use of their brand identity for fraud.
“By taking these measures, organizations can not only take advantage of the efficiency and innovation that spokespersons focused on AI provide, but also to demonstrate their commitment to consumer protection, ethical standards and long-term reliability,” said Harding.
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