The telecom company has been using an AI influencer as a spokesperson in a TikTok video, showing a German-speaking woman wearing a red hoodie as she talks about the positives of having high-speed home internet.

The video has been posted three times by the official Vodafone account in Germany, and amassed over two million views combined.

In response, a user asked why the company couldn't just put "a real person in front of the camera".

However, Vodafone replied: "We're trying different styles of advertising - this time with AI.

"AI is so much a part of everyday life now that we're trying it out in advertising too."

Patrick Harding - Ping Identity's chief product architect - has suggested while the use of AI spokespeople will likely "accelerate", brands still need to be mindful of accountability and transparency.

He told CNET: "This includes clearly disclosing when audiences are interacting with an AI spokesperson, ensuring that AI-generated communications are accurate and aligned with brand values, and implementing robust safeguards to prevent misuse or impersonation."

Other steps should include verification, AI-usage guidalines and an open conversation with customers about how they're not only protecting user data, but also mitigating against fraud.

He added: "By taking these steps, organizations can not only leverage the efficiencies and innovation that AI-driven spokespeople bring, but also demonstrate their commitment to consumer protection, ethical standards and long-term trustworthiness."