Can AI avatars be used for UGC videos?

Can AI avatars be used for UGC videos?

AI have become a new tool in the marketing toolbox and many companies are now considering using them for UGC (User Generated Content) videos. But the question is: can - and should - AI be used for UGC?

What is an AI in UGC?

An AI is a digitally generated person who can speak, move and behave like a human in a video. With input from text or script, the technology can create a believable presentation - often without the need for recordings, real people or location setup.

In theory, it sounds like a dream: cheap, fast and scalable content production. But in practice, there are big considerations when it comes to credibility, brand value and legislation.

Why real UGC still beats everything

UGC has long been one of the most effective forms of content, especially on social media. Genuine user recommendations build trust, engagement and conversions.

• 73% of consumers trust UGC more than traditional advertising

• Authentic UGC performs on average up to 28% better in engagement

The reason is simple: people would rather hear from people than brands - and they can often spot when something feels fake.

The problems with AI UGC

When companies replace real users with AI, a number of potential issues arise:

1. Loss of trust

Although AI are becoming more sophisticated, many consumers will quickly recognize that it's not a real person. This can appear dishonest and create distrust - especially if it's not clear that the video is AI.

2. Legislation and transparency

In Denmark, the rest of the EU and the US, there are strict rules for marketing. According to EU consumer protection rules and the FTC in the US, companies cannot use fake testimonials or pass off AI as real users without clear labeling. This can be classified as deceptive marketing and result in fines or legal action.

3. Brand safety and relevance

AI may communicate with a tone, expression or context that doesn't match the brand. Without human control and nuance, you risk content that is either off-brand or creates a negative response.

When does it make sense to use AI?

AI can have a place in content- just not as fake users. Here are three ways they can be used responsibly:

1. As explanation hosts - not as users

Use AI to explain product features, give introductions or walk-throughs - but not as "satisfied customers".

2. For translations and localization

An AI can be used to produce videos in multiple languages quickly and efficiently, as long as it is clearly communicated that it is a generated presentation.

3. As a supplement - not a replacement

AI can complement real UGC, but they should never try to mimic a real user experience without clear markup.

Using AI right: From creative help to co-creation

The strongest use case for AI in UGC is as a creative assistant:

• Use ChatGPT and similar tools to develop scripts, schedule hooks and structure posts

• Get help customizing language, tone and translations

• Use AI to A/B test ideas and improve copy - but let a human lead the way

Conclusion: Authenticity > Automation

AI can be used in UGC, but they should never impersonate real users unless it is clearly stated. Authentic content from real people still performs best, and brands risk both distrust and legal issues by going too far with AI"realism".

Want to use AI to strengthen your UGC? Then think collaboration rather than replacement. AI + human = strongest.