Glossary · Updated November 2, 2026
UGC (user-generated content)
UGC is content made by customers or creators rather than the brand, and in marketing often means paid creator videos made to look like a customer's.
Organic UGC versus paid UGC
Organic UGC is what real customers post on their own. Paid UGC is commissioned: a creator films a review-style video the brand uses in ads or on its own channels. AI UGC replaces the creator with an AI actor.
What should brands watch out for?
Paid or gifted content usually needs a clear disclosure under advertising rules and platform policies. Results and testimonials should be real and provable; AI actors should not present invented personal experiences as true.
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