Why it matters
Platforms ask creators to label realistic AI content, the FTC treats AI-generated endorsers as endorsers, and since August 2, 2026 the EU AI Act requires deepfake content shown to the public to be labeled. A sponsored post that uses AI needs two disclosures: that it is an ad and that it uses AI.
Without a clause, each side assumes the other handled it.
How it usually reads
Creator will tell Brand in writing before using AI to generate or alter any person's face, body or voice in the Content.
What fair looks like
- Creator tells the brand in advance when AI will generate or change a person’s face, body or voice.
- Clear split of who applies the platform label and caption text.
- Brand tells the creator when it adds AI elements to the content later.
- AI for ideas, captions, color or cleanup does not need a label unless the parties agree otherwise.
Red flags
-
Creator is solely responsible for all disclosures
You carry the risk even for AI edits the brand makes later.
Common questions
Do I need to label AI captions or color grading?
Usually no. Labels are aimed at realistic people, voices and events created or changed with AI. Check the platform's current rules.
Does #ad cover AI too?
No. A sponsorship label and an AI label answer different questions, so a sponsored post that uses realistic AI needs both.