Vodafone tests AI-generated influencer in new ad campaign

AI

Vodafone has confirmed that the influencer in one of its latest TikTok ads in Germany was not a real person but an artificially created figure generated using AI. The commercial features a woman delivering the promotional message, but closer inspection reveals subtle details that suggest she is not human. Viewers pointed out oddities such as inconsistent hair movement, disappearing facial moles, and expressions that fall into the uncanny valley. Vodafone later confirmed in the comments section of the video that the character was created with AI.

Responding to one user who questioned why the company did not use a real person, Vodafone explained that it is experimenting with new formats. “We are testing different styles of advertising — this time with AI,” the company wrote in German, as translated by machine tools. In another reply, Vodafone said, “AI is so much a part of everyday life these days that we also try it out in advertising.”

This is not the first time Vodafone has used artificial intelligence in its marketing. Last year, the company released a fully AI-generated commercial in which every shot was created using generative models. The latest ad suggests that Vodafone continues to explore how far it can integrate this technology into its campaigns.

The experiment reflects a broader trend in digital marketing where virtual influencers are becoming increasingly common. According to a report in the New York Times, brands are turning to AI-driven characters to cut costs, retain full control over their messaging, and appeal to audiences intrigued by futuristic technology. Among the most well-known virtual influencers is Lil’ Miquela, created by tech company Dapper Labs, who has already appeared in global campaigns for brands including Calvin Klein, Prada, and BMW.

For Vodafone, the AI experiment appears to be part of testing how consumers respond to such content on platforms like TikTok. While some viewers expressed discomfort at the artificial look of the character, others noted that the ad had achieved its purpose by sparking discussion and drawing attention. The company has not indicated whether it plans to expand the use of AI presenters or stick with human influencers in future campaigns.

As generative AI tools become more advanced, the line between real and virtual figures in advertising is becoming harder to distinguish. Vodafone’s latest move suggests that brands are increasingly willing to experiment, even if audiences are still adjusting to the idea of digital personalities fronting major campaigns.