The increasing use of hyperrealistic AI-generated content is changing the digital landscape, according to experts at Georgia Institute of Technology. Virtual influencers and synthetic personas created with generative AI tools are becoming more common on social media platforms, where they interact with followers and secure brand endorsements without existing in the physical world.
Mark Riedl, professor in the School of Interactive Computing at Georgia Tech, explained that AI’s ability to mimic human emotions and speech makes its outputs appear authentic. “AI does not have emotions as we understand them in humans, but it knows how to mimic emotional speech,” said Riedl. “Once we understand that AI is mimicking us, it is easy to understand how they can create believable outputs that sound authentic.”
Riedl noted a shift brought about by accessible video generation tools and direct posting to social media: “AI video generation tools and the ability to bypass traditional content channels and post directly to social media have opened up the floodgates,” he said.
Examples of this trend include digital characters like Nobody Sausage, who has amassed over 30 million followers through dance videos and collaborations. Platforms such as Character.AI allow users to engage with millions of virtual personas simulating conversation and personality traits.
Munmun De Choudhury, also a professor in the School of Interactive Computing at Georgia Tech, warned about potential mental health impacts from hyperreal AI content. She said these technologies can distort reality for users, especially those who are vulnerable. “This distortion can fuel anxiety, exacerbate body image and self-comparison issues, and contribute to a broader erosion of epistemic trust — our basic belief in what others present as true,” she said.
De Choudhury’s research indicates that distinguishing between genuine self-expression and performative identity is already challenging on social media; hyperreal AI content complicates this further. Adolescents or individuals facing mental health challenges may be particularly susceptible. “Individuals experiencing stress or social isolation may be more prone to believe deepfakes,” De Choudhury explained. “Such content often reinforces existing beliefs or fills gaps in social connection.”
She added that Gen Z users tend to judge AI-generated material based on emotional impact rather than accuracy, while older audiences may find it difficult to spot synthetic cues.
Riedl highlighted concerns about persuasive storytelling enabled by AI: “Storytelling is a means of persuasive communication,” he said. “Our brains are attuned to stories in a way that can bypass critical thinking.” He pointed out that deepfake incidents involving public figures like Taylor Swift and Tom Hanks have increased significantly in 2025 compared with previous years—over 179 incidents were reported in just four months—raising questions about identity misuse and misinformation.
Social media companies are under pressure to address these challenges. De Choudhury argued for improved labeling but emphasized it alone will not suffice: “Platforms must invest in user-centered design, digital literacy interventions, and transparency about how algorithms surface such content,” she said. She noted particular risks within mental health communities when synthetic content lacks clear indicators of its artificial origin.
Milton Mueller from the Jimmy and Rosalynn Carter School of Public Policy discussed regulatory hurdles associated with generative AI’s global reach: “Generative AI is part of a globalized and distributed digital ecosystem,” Mueller said. “So, which regulatory authority are you talking about, and how does it gain the leverage needed to control the outputs?”
He referenced recent regulatory efforts such as the EU’s AI Act—which requires labeling—and U.S.-based actions like making robocalls using AI-generated voices illegal via Federal Communications Commission rules; several states are also pursuing watermarking requirements for political deepfakes. However, First Amendment protections complicate enforcement efforts within the United States.
Mueller expressed concern over governments leveraging AI for geopolitical purposes rather than establishing shared standards: “Instead of freely trading data and establishing common rules, governments are asserting digital sovereignty,” he said.
He advocated for decentralized governance approaches focused on public debate and media literacy instead of centralized regulation or automated controls.
Researchers at Georgia Tech conclude that managing hyperrealistic media will require transparency across platforms as well as interdisciplinary collaboration among policymakers—and engagement from users themselves—to navigate emerging risks tied to authenticity, trustworthiness, consent issues, misinformation threats, psychological effects on vulnerable populations, and evolving definitions of digital identity.
