Celebrities, particularly Taylor Swift, are increasingly targeted by AI-powered scams. A new McAfee report reveals that 72% of Americans have encountered fake celebrity endorsements online, with Swift’s likeness being exploited more than any other public figure. This surge in scams is driven by the ease with which artificial intelligence now creates convincing but fraudulent content.
The Rise of Celebrity Deepfakes in Online Fraud
The study identifies Scarlett Johansson, Jenna Ortega, and Sydney Sweeney as other frequent victims of AI-driven scams. Most targets are pop culture icons or musicians, though U.S. Representative Alexandria Ocasio-Cortez is also heavily exploited, likely due to her high visibility and political relevance.
The report focuses on scams involving products or services, such as fake cryptocurrency schemes falsely attributed to AOC. While the prevalence of deepfakes involving figures like Donald Trump is high, the study doesn’t include them due to its narrower scope. Scammers exploit celebrity attention to lure victims into clicking malicious links, entering fraudulent giveaways, or purchasing counterfeit goods.
The effectiveness of these scams is alarming: 39% of those surveyed have clicked on a fake endorsement, and 10% have lost an average of $525 after sharing personal information.
How AI Fuels the Problem
Generative AI tools now allow scammers to clone celebrity appearances for fake endorsements, giveaways, or product promotions. A convincing social media post is all it takes to deceive victims. AI companies are implementing safeguards to prevent unauthorized use of celebrity likenesses, but these systems are often circumvented.
For instance, OpenAI faced criticism shortly after releasing Sora when inappropriate AI videos of Martin Luther King Jr. appeared on the platform, prompting a response from his estate. While OpenAI is working with celebrities to address this issue, the problem extends beyond simple technical fixes.
Spotting AI Scams: A Guide for Consumers
Identifying AI-generated content can be difficult, but key indicators include:
- Visual Anomalies: Check for disappearing/reappearing objects, physics violations, or unnaturally smooth skin textures.
- Watermarks: Many AI generators leave behind embedded or visible watermarks.
- Platform Labels: Look for AI-generated labels on platforms like Instagram, TikTok, or YouTube.
Even without AI, scam tactics remain consistent. According to Abhishek Karnik, McAfee’s head of threat research, “The red flags haven’t changed: urgency, emotional pressure, and requests for personal information or payment are still the biggest giveaways.”
Staying Safe Online
- Think Before Clicking: Scams rely on creating panic or excitement. Pause and assess.
- Verify the Source: Check for misspelled links, unverified accounts, or missing official endorsements.
- Avoid Unconventional Payments: Be wary of scams demanding payment via cryptocurrency or unauthorized payment apps.
AI-powered scams are evolving, but vigilance remains the best defense. Just because something claims celebrity endorsement doesn’t guarantee its authenticity.
