Customers notice when testimonials look synthetic. Brands that label AI media and refuse fabricated social proof keep more loyalty.

Ethics for a consumer brand is not a CSR slogan; it is a production rule: label synthetic people/scenes, and never invent customer quotes.

A small campaign violation spreads on social media faster than PR can repair it. Prevention is cheaper than a public apology.

Marketing and legal need a shared two-minute checklist; arguing after publish is always too late.

Manager action: Add an internal rule: AI-generated people/scenes must be labeled; never invent customer quotes.