Deepfake technology has become a growing concern as artificial intelligence-generated ads impersonating celebrities and influencers continue to circulate online. The recent case involving a fake Taylor Swift ad promoting a cookware set has further highlighted the need for vigilance in distinguishing genuine endorsements from fraudulent ones.
The ad, featuring Taylor Swift’s likeness and voice, claimed that 3,000 Le Creuset cookware sets were being given away due to a packaging error. However, Le Creuset has since clarified that they are not affiliated with the ad and urged consumers to verify promotions through their official social media accounts and website.
This incident is part of a larger trend of AI-generated posts attempting to deceive viewers by using the endorsements of well-known individuals. Scarlett Johansson’s legal team, for example, recently demanded that an app called Lisa AI cease using an AI-generated version of her in an online ad. Similarly, YouTube star MrBeast raised concerns about a viral deepfake video that used his face and voice to promote an iPhone 15 giveaway.
While deepfake technology has been in existence for several years, advancements in generative AI and its increasing popularity have sparked renewed worries about the unauthorized replication of people’s likenesses. This has raised concerns about potential scams targeting viewers for financial gain. In fact, NBC News discovered over 50 videos across various platforms that used digitally manipulated images and audio of public figures in an attempt to scam viewers.
The accessibility of deepfake technology has also raised concerns about its potential impact on elections and privacy. Experts speculate that AI-manipulated videos could be used for political disinformation campaigns, while the market for deepfake porn continues to thrive by producing explicit content featuring the likenesses of real people without their consent.
As deepfake technology becomes more sophisticated and accessible, it is crucial for consumers to remain cautious and verify the authenticity of endorsements and advertisements. Additionally, there is a pressing need for increased regulation and awareness to tackle the potential harm caused by these misleading and fraudulent deepfake ads.