Amul, India’s iconic dairy brand, recently found itself at the centre of a misinformation storm when an AI-generated image of a fake cheese variant named ‘Sharam’ started circulating online. The image caused confusion among consumers, leading Amul to swiftly address the situation and disown the ad.
Amul wasted no time in debunking the AI-generated image and clarifying that it was not an authentic product. The company expressed concern about the potential spread of false information and urged the public to report any such instances directly to them. In a statement, Amul emphasised that the creator of the post had made the creative without any authorization from Amul and that the pack shown in the post was not Amul Cheese. The dairy giant also highlighted that the post had been used to create misinformation and spread unnecessary fear and concern among consumers.
The incident involving the AI-generated fake ad for Amul Cheese adds to the growing trend of AI-generated fake images causing confusion and controversy on social media platforms. Deepfake technology, in particular, has been used to create misleading videos and images, often targeting celebrities. The ease with which these fake images can be created raises concerns about the spread of misinformation and the potential harm it can cause to brands and individuals.
RTM Watch’s Take
The incident involving Amul disowning the AI-generated fake ad highlights the need for vigilance and critical thinking in the digital age. As AI technology continues to advance, it becomes increasingly important for individuals and brands to verify the authenticity of information before sharing or reacting to it. Misinformation can have far-reaching consequences, damaging the reputation of brands and causing unnecessary fear and concern among consumers.
