Bangkok – A popular Thai social media personality is at the center of a growing controversy after admitting to using artificial intelligence to fabricate portions of her personal life presented to her 1.8 million followers. The case of “Steggly,” whose real name is Passarin Chumruang, highlights a rapidly emerging ethical concern within the influencer marketing industry: the undisclosed use of AI-generated content and its potential to mislead audiences. The incident is prompting discussions among Thai regulators regarding potential guidelines for openness in sponsored and organic social media content [[1]].
Thai Influencer Faces Backlash Over Alleged AI-Generated Content
A prominent Thai influencer is facing criticism after allegations surfaced that she used artificial intelligence to create content for her social media channels. The controversy centers around claims that the influencer, known online as “Steggly,” fabricated personal experiences, including a recent story about a romantic relationship, using AI tools.
The accusations began circulating on Facebook and quickly gained traction, prompting a widespread discussion about authenticity and transparency in the influencer marketing landscape. The influencer initially denied the claims, but later issued a statement acknowledging she had experimented with AI-generated narratives. She stated that the AI-created story was intended as a creative exercise and was not meant to deceive her followers.
According to reports, the influencer admitted to using AI to generate details about a relationship she presented as real. She explained that she sought to explore the potential of AI in storytelling, but acknowledged the ethical implications of blurring the lines between fact and fiction. The incident has sparked debate about the responsibility of influencers to disclose the use of AI in their content.
The use of AI in content creation is rapidly evolving, offering new possibilities for creators but also raising concerns about misinformation and authenticity. This case highlights the growing need for clear guidelines and ethical considerations surrounding the use of AI in social media and influencer marketing. The influencer has since removed the allegedly AI-generated content from her channels.
The influencer’s statement, posted on her Facebook page, did not detail the specific AI tools used, but confirmed she had been exploring AI-assisted narrative generation. She expressed regret for any confusion or disappointment caused by the incident and pledged to be more transparent about her content creation process in the future.
