Is The Future of UGC AI-Generated?
Spoiler: The best content still comes from real people, not polished prompts.
It’s easy to get swept up in the magic of AI right now — especially in the world of content creation. There are tools that can write captions, create UGC-style video scripts, generate product imagery, even simulate influencer voices and faces. It’s fast, it’s efficient, and honestly, it’s incredibly impressive.
But if you work in social, you’ll know this already: looking real and feeling real are two very different things.
AI Is a Game-Changer for Creators
Let’s be clear. AI isn’t the enemy — for creators, it’s an incredibly powerful co-pilot. Today, content creators are using AI to:
• Edit videos faster (CapCut’s AI cuts out the fluff in seconds)
• Generate content ideas based on what’s trending
• Write smarter captions with better hooks and hashtags
• Polish their delivery using AI voiceovers or virtual try-ons
• Plan better performing content using AI tools like Notion AI and ChatGPT
For creators juggling multiple briefs, tight timelines, and algorithm shifts — this kind of tech is a godsend.
UGC creators in particular are using AI to increase output without sacrificing quality. Want to storyboard five skincare video concepts in 10 minutes? Done. Need to rewrite a caption to fit five brand mandatories while sounding natural? Easy. AI gives solo creators scale. It removes bottlenecks.
But AI Alone Can’t Replace Real People (Maybe in Some Cases)
Let’s also be honest — there are categories where personality doesn’t matter as much. Think eCommerce fashion shots or “silent” tech unboxings. In these contexts, AI-generated models and product demos can work just fine. They’re fast. They’re scalable. And sometimes, they’re indistinguishable from the real thing.
Take Levi’s, for example. They’ve experimented with AI-generated models to show more diverse product fits. IKEA used AI-generated interiors for catalogue shots. Even some beauty brands are testing AI “reviewers” to show off how products work on different skin types.
For flat, functional content? AI can get the job done. But when it comes to building trust, influencing purchase decisions, and sparking emotion — it hits a wall. Because you can’t fake life experience. Or personality. Or passion.
As Simon Sinek beautifully put it within his diary of a CEO interview: “The more we lean into AI, the more we’ll crave what it can’t replicate—real, messy, beautifully flawed human connection.”
Real UGC Still Reigns
Scroll any feed and the difference becomes obvious. The AI content might be technically perfect — flawless skin, clean backdrops, smooth transitions. But it doesn’t feel like anything. There’s no imperfection. No story or struggle. No little quirks that make you stop and go, “Oh, that’s me.”
Now compare that to:
• A morning cleansing routine whilst talking about the horrible nights sleep the creator had – spots, eye bags and all
• A food video where someone mispronounces ‘tzatziki’
• A reel filmed from the bedroom floor because “the light just hit right”
That’s what sticks. That’s what feels real.
One of the most powerful examples? TikTok’s surge in “de-influencing” — creators telling followers what not to buy, often in the same breath as showing what they actually love. AI can’t do that. It doesn’t have opinions. It doesn’t earn trust. It can mimic a tone, but not conviction.
The Danger of “Synthetic Influence”
There’s also risk.
When brands lean too hard on AI to replace creators rather than support them, things get weird. Remember the backlash to Coca-Cola’s AI Christmas campaign? It looked the part but missed the heart — a slick simulation that left audiences cold.
Worse still, some AI-generated personas are crossing ethical lines — like sexualised avatars of people with disabilities or deepfaked influencer endorsements. They’re actively damaging and not going away. A warning as to what happens when powerful tools are handed to people with zero regard for consent, context, or consequence.
Use the Tool. Don’t Replace the Talent.
We’re pro-AI. We use it to speed up sourcing, script ideas, editing and forecast what content will land. But we know where its lane ends.
AI can scale the process—but only humans can create trust. That’s why we use smart tools to amplify real people—not replace them. Because when it comes to building community, driving sales, and creating content that actually resonates? It’s the human stuff that hits different. Flaws and all.
So next time you’re choosing between AI or influencer, ask:
• Would this pass the vibe check?
• Would I trust this opinion?
• Does this sound like something a real person would say?
Because the brands winning today aren’t just posting perfection. They’re connecting with the story behind it all. And that’s something no AI can fake.
Want to flood your feed with UGC that connects, converts—and feels real?
Let’s talk.