While in Germany last week, I opened TikTok and encountered a striking Vodafone advertisement featuring a virtual presenter, seemingly a product of generative AI. Observations of her presentation—such as the peculiar movement of her hair, the inconsistent visibility of her moles, and the unsettling quality of her facial expressions—led me to believe that she was not a real person. This suspicion was confirmed when Vodafone addressed viewers in the comments section of the video.
In response to a user’s question regarding the absence of a human presenter, Vodafone explained that they were “testing different styles of advertising — this time with AI,” as interpreted from the German comment. The company further noted the pervasiveness of AI in daily life, stating that they are exploring its applications in advertising.
The advertisement certainly drew my attention, primarily because something felt amiss.
Vodafone’s use of AI in advertising isn’t new; the company previously released another commercial last year that featured AI-generated content in all of its shots. The trend of utilizing AI-created influencers is growing as well. A New York Times report highlights the rising prominence of such figures, including notable examples like Lil’ Miquela—an AI curation by Dapper Labs—who has been featured in campaigns for brands like Calvin Klein, Prada, and BMW.
