When Should You Disclose That You’re Using AI?

At some point, saying “I used AI to help write this” will feel as unnecessary as saying “I used a calculator to do this math problem.”

But we’re not quite there yet.

Should you tell your clients when you’re using AI?

Let’s clear something up.

If AI is simply helping you brainstorm ideas, outline a blog, or polish a caption like this one — that’s not something most people expect you to disclaim.

Good AI-assisted marketing should be a collaborative process. AI is the tool, not the author.

But here’s where transparency really matters:

If it looks real, but it’s not — disclose it.

AI-generated images or videos that could be mistaken for real people, real events, or testimonials should be clearly labeled.

If it sounds real, but it’s not — disclose it.

Using AI to mimic a real person’s voice crosses into deepfake territory. Be upfront about it.

If it feels human, but it’s not — disclose it.

Chatbots, AI voice calls, or any interactive AI should clearly state from the beginning that the user is interacting with a machine, not a person.

My bottom line:

If it looks, sounds, or acts like it’s “real” but isn’t — say so.

Everything else? There’s a growing assumption that AI is playing a role somewhere behind the scenes. No need to overcomplicate it.

As AI becomes more broadly accepted (and it will, fast — even in the places it isn’t yet), the need for disclosure will naturally decrease.