Imagine scrolling through your favourite e-commerce store and stumbling upon a video or photo that feels like it was snapped by a customer, only to discover it was generated by AI.
Are we witnessing a rise in AI-generated UGC?
We don’t know about you, but recently we've seen more brands use artificial intelligence tools to create images, videos and reviews that mimic real User-Generated Content (UGC).
We’re talking:
- images that look like they were taken by a customer
- reviews that simulate a user’s voice
- videos that appear as though they were made by a human
The strangest thing about AI-UGC is the complete opposite of UGC yet tries to be exactly the same. It's the "deeply fake" nature of AI-UGC vs the "deeply real" essence of traditional UGC.
Setting aside any personal judgement, we're curious if AI-UGC is actually working for brands and their bottom line. To get some expert insights, we also interviewed Lydia Thomas, a leader in the UGC space, to find out what’s really going on.
Real-world examples of brands using AI-UGC
To show you exactly what we're seeing...
#1. SheerLuxe's AI Fashion Editor Reem
Reem, in case you haven't heard of her, is SheerLuxe's "AI-enhanced team member".
She stirred up quite the buzz when she was introduced as a "real" team member, promising to share everything from her morning coffee routine to her daily outfit picks.
Technically, Reem isn’t AI-UGC but AI-EGC (Employee-Generated Content). Still, she functions just like traditional UGC, styled as a real influencer meant to connect with customers and, of course, drive sales.
#2. Explosion of tutorials about AI-Generated UGC
We’re also seeing an explosion of content creators and marketers encouraging others to adopt AI to create UGC-style ads.
Platforms like YouTube are now filled with tutorials on how to generate realistic UGC ads using AI.
#3. E-commerce brands using AI-generated customer-like imagery
Stubble & Stache are a B-Corp certified men’s grooming brand. They caught our attention while reviewing sustainable beauty brands on Shopify.
They’ve ventured into AI-generated content by using AI to create realistic images of their target audience - bearded men- featured across their website and social media.
While these AI-generated images aren't pretending to be real customers, the way they’re paired with products creates an implication that these are customer-like experiences.
#4. Search trends surging for AI-UGC
Search trends for "AI UGC" are on the up and up. As the graph shows, global interest in AI-UGC has increased by 175% over the past year, with over 1,000 searches in the last month alone.
The question of who is searching is interesting one. Curious marketers? Brands? Tech entrepreneurs?
One thing thing this does suggest is that AI-UGC is no longer a niche concept but one that’s becoming increasingly mainstream.
Why, when real UGC has proven so powerful, are brands turning to AI?
At Rainy City, we've seen UGC work its magic countless of times. Authentic, human-generated content is consistently one of the best-performing strategies for e-commerce brands.
So why, when UGC has proven so powerful, are brands turning to AI?
Is it the allure of efficiency? The promise of endless content at the click of a button? A reflection of our growing comfort with automation in all areas of life? With all these questions in mind, we were keen to hear from someone who works in the UGC industry.
Lydia Thomas, UGC expert, shares her take on the growing trend of AI-UGC
To dive deeper into this topic, we reached out to Lydia Thomas, CEO and Founder of ARAY, a Manchester based UGC-agency that works with brands all over the world.
Lydia has seen firsthand how both real and AI-generated UGC are being used in the industry and shared her thoughts on the pros and cons of AI-UGC.
Have you noticed or been aware of the rise of AI-UGC over the last year?
Lydia: “For sure, I think unless you have your head in a hole, you can't deny the impact AI is making to content. Whether you're using it to assist edits, script writing, or full AI bot animations, it's seeping into all corners. We've also seen more conversations with clients around the pros and cons of AI creators, and equally with creators about signing their likeness away for this software."
What are your thoughts on AI-UGC?
Lydia: “When used in the right way, it can be incredibly powerful. Especially for startup brands that need scale at low-cost, it can be an effective solution. However, there are numerous limitations. It is only really able to create talking-to video/green screen assets - which is fine but means you can't show off a product well or its uses. As with all AI, I personally believe blending human and tech is the best approach.”
Do you think there’s a place for both real UGC and AI-UGC in marketing?
Lydia: “I do. I think there is space for a fast, low-cost content production pipeline. However, I also believe that as we move forward, more AI will be labeled as such and will likely lose its credibility and authenticity, which is really what gives UGC its power. You're always going to need human influence and experience to influence purchase. But at a top-of-funnel level, AI could be useful for testing which themes are resonating and then recreating deeper content with humans to capitalise on this.”
What advice would you give to brands that are considering using AI-UGC instead of real customer content?
Lydia: “I would ask, is brand important to you? If it's not, then AI-UGC could be a great option. For example, if you're a dropshipper with a simple product and just need to churn out hundreds of videos, then for cost, there is no comparison. However, if the answer is yes (or you have a complex product), then AI likely isn't the right direction. You need a human, touching and showing a product, in order to sell it - which can't yet be replicated.”
Are there any hybrid strategies you see working, where AI and real UGC can complement each other?
Lydia: “We haven't seen anyone really leverage this yet, outside of script writing, storyboarding, and international voice overs. However, I do think there is space for a combined approach for some brands."
Closing thoughts - Is AI-UGC a trend or the future of content?
There’s no doubt that AI-UGC is gaining momentum, and its potential for scalability is appealing. But as we've seen in countless e-commerce strategies, human voices and experiences often deliver the highest engagement and long-term loyalty. AI may serve as a complement, but it’s unlikely to completely replace real UGC in the very near future.
As Lydia Thomas from ARAY pointed out, brands need to carefully consider whether AI-generated content aligns with their goals. For some - especially those looking to churn out content quickly - AI-UGC can be a handy tool. But for others, particularly those who place a premium on brand trust and sell more complex products, the human touch is still irreplaceable
This brings up an interesting question: as AI-UGC continues to grow, could it undermine the value of real UGC? Worse yet, could it discredit it entirely? If consumers start to question the authenticity of content, both AI-generated and real UGC might suffer. Transparency, as Lydia rightly suggests, will be key in keeping consumer trust intact.
At Rainy City, we’re firm believers that real UGC video content remains one of the most powerfully human forms of connection and content in today’s increasingly automated world (blogs, social media posts, and even customer service chats are often generated by algorithms).
AI-generated content may well find its place, but we think there will always be a special role for genuine, human-driven stories that build trust and loyalty in a way only real people can.
