Influencer Marketing: Why UGC Creators Matter More in AI & Fake News Era

If the internet feels harder to trust right now, that’s because it is.

AI can write captions, generate faces, clone voices and flood feeds with content at a pace no human team can match. At the same time, people are becoming more sceptical about what they see online. Reuters Institute’s 2025 Digital News Report found that 58% of people surveyed are worried about what is real and what is fake online when it comes to news.

That shift matters for brands. When audiences feel unsure, they do not just want content. They want signals that something is genuine. They want context, personality and proof. That is exactly why influencers and UGC creators matter more than ever.

AI can help brands move faster. It can support ideation, editing, repurposing and production. But speed is not the same as trust. Sprout Social’s 2025 State of Social Media report found that 55% of consumers are more likely to trust brands that are committed to publishing content created by humans rather than AI.

That says a lot.

The issue is not whether AI has a place in marketing. It does. The issue is that AI can imitate tone and visuals, but it cannot replicate lived experience. It cannot replace the feeling of a real person using a product, reacting naturally, speaking in their own voice and showing how something fits into real life. That kind of content lands differently because it feels believable.

This is where influencer marketing and UGC creators become incredibly valuable. Not just as content producers, but as credibility builders. A strong creator does more than make a brand look good. They make it feel real. They reduce doubt. They help audiences picture themselves buying, trying or trusting what they are seeing. In a crowded feed full of polished messaging, that human layer is often the difference between someone scrolling past and someone actually paying attention.

It is also becoming more important from a compliance point of view. In the US, the FTC’s Consumer Reviews and Testimonials Rule took effect on 21 October 2024 and directly addresses fake, false and deceptive reviews and testimonials. The FTC has also taken action against tools that enabled AI-generated fake reviews. That tells us where things are heading. Platforms, regulators and audiences are all becoming more alert to manipulated trust signals.

For brands, that means authenticity is no longer a nice extra. It is part of the strategy.

People do not buy the way they used to. They check TikTok. They look through tagged content. They watch reviews. They read comments. They want to see products in the hands of real people, not just in polished campaign imagery. UGC and influencer content help fill that gap because they feel closer to how people actually discover and validate brands now.

The smartest brands will not reject AI. They will just use it properly. AI should make the backend faster. It can help with systems, testing and workflow. But the trust-building layer still needs a human face, a human opinion and a human story. That is what creators bring to the table.

In a world of synthetic content and fake news, real people have become more valuable, not less. And for brands trying to stay credible online, that is the part worth paying attention to.

🍯 About Sugar Honey

We’re a Melbourne-based social media and content agency helping brands turn their story into strategy. From cafés and dessert bars to event venues and lifestyle labels. Whether it’s branding, photography, or full-service management, we create content that looks good and sells.

If your brand has flavour, we’ll make sure people taste it – online first.

👉 Visit sugarhoney.com.au to learn how our team can help your hospitality business grow with social media marketing in Melbourne.