The problem isn't that your favorite influencer is selling you a bill of goods. The problem is that they might not even exist

European digital policy is increasingly focused on the evolving landscape of online content and the role of artificial intelligence. Recent developments highlight concerns surrounding synthetic influencers and the generation of realistic, yet entirely artificial, digital personas. This trend signals a significant shift in how online content is created and consumed, raising questions about authenticity and transparency in the digital sphere. The rise of text-to-image and image-to-video AI technologies is making it possible to create sophisticated digital influencers at an unprecedented speed and scale. Platforms like Higgsfield AI offer functionalities for generating "AI influencers," demonstrating how quickly these tools can produce content indistinguishable from reality. This advancement is supported by ongoing investment from venture capital firms in startups specializing in synthetic influencer agencies, indicating a growing commercial interest in this area. The proliferation of AI-generated influencers has broad implications for consumers, brands, and regulatory bodies. Consumers may face challenges in discerning real individuals from artificial ones, potentially impacting trust in online endorsements and marketing. For brands, these synthetic influencers offer a cost-effective and controllable alternative to human influencers, while regulators grapple with the need for clear disclosure and the potential for misuse, such as manipulative marketing campaigns.