Pradeep Patteti, Co-Founder & CEO of Flutch, said, "AI’s creative promise must be balanced with ethical guardrails." 

"AI-generated content is a powerful tool for creativity and connection, but we must use it responsibly. Brands can turn this challenge into an opportunity by partnering with creators and platforms that prioritise transparency, consent, and community standards. Industry research shows that only about 15% of major multinational companies have tested AI influencers, and many are taking a cautious, thoughtful approach rather than rushing in, which highlights how authenticity and trust remain central to effective marketing,” Patteti said.

“At Flutch, we believe AI should enable smarter, safer, and more meaningful brand–creator collaborations. When we focus on contextual relevance, ethical AI use, and strong moderation, we not only protect our brands but also build trust with our audiences while embracing the innovation AI offers,” he added.

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