History is littered with innovations that were exploited by unscrupulous marketers. The telephone opened up the floodgates to robocalls and e-mail to spam. Generative AI seems to have opened the door to a new era of fantasy where advertising will become more unreal than ever. From people having their identities stolen and publicised without permission to low-level fakery like unappealing, inauthentic food, AI poses a new challenge for consumers