Celebrities at Risk: Scammers Exploit Deepfake Technology
With the rise of deepfake technology, celebrities are facing a new threat: scammers using their likenesses to promote products or engage in fraudulent activities. Deepfakes, which involve the use of generative AI tools to create realistic but fake images or voices, are becoming increasingly accessible and convincing. As a result, nonconsensual deepfakes featuring celebrity faces and voices are likely to spread across major social platforms.
Over the past year, there have been numerous cases of scammers using celebrity likenesses without permission to manipulate unsuspecting consumers. These scams often involve trusted celebrities falsely endorsing products or services. Just recently, Tom Hanks, Gayle King, and MrBeast (Jimmy Donaldson) spoke out against deepfakes featuring their images being used to promote unrelated products.
The entertainment industry is becoming increasingly concerned about the misuse of generative AI for deepfakes of celebrity voices and images. According to a survey conducted by YouGov, over 70% of industry professionals are either very or somewhat concerned about the creation of misleading voice clones or digital doubles of celebrities. This concern has grown since June, reflecting the rising awareness of the risks.
Deepfakes, along with other artificially engineered content, rank among the top concerns related to AI for the general public. A July 2023 MITRE-Harris Poll survey found that 82% of US adults were concerned about deepfakes and believed that AI technologies should be regulated. There is a strong belief that the industry should invest in AI safety measures to protect consumers. The top three concerns mentioned were AI being used for cyberattacks or identity theft, as well as the lack of accountability for bad actors.
While deepfake scams using celebrity likenesses on social platforms are just one potential misuse case of generative AI, they have significant implications. They are likely to become more scalable and convincing as scammers gain access to powerful generative AI tools. These scams not only harm consumers but also tarnish the reputations of the celebrities involved by eroding trust.
Recognizing the growing threat, organizations like the Better Business Bureau and the Federal Trade Commission (FTC) have issued warnings about deepfake scams. The FTC highlighted the potential for romance scams and financial fraud to be turbo-charged by generative AI. They also warned advertisers about misleading consumers with deepfakes. However, there is still limited data on AI-enabled scams, and the consumer risk associated with deepfake scams should not be underestimated.
Consumer fraud, particularly on social media, continues to be a significant problem. Recent data from the FTC reveals that social media accounts for a significant portion of financial losses due to fraud. Scams originating from social media platforms amounted to $2.7 billion in losses since 2021, with young adults being the most vulnerable. The most frequently reported scams were related to fake or undelivered products and fake investment opportunities, but the most money was lost to investment and romance scams.
Celebrities, who have little control over the use of their deepfake likenesses, are among the most helpless victims of generative AI misuse. This lack of control has prompted many actors to seek ways to legally own, control, and protect their digital identities and likenesses. Some remedies are being developed, but their effectiveness remains uncertain.
To combat deepfake scams, social media companies should integrate detection capabilities that automatically label and remove AI-generated material. They should also make it easier for victims of deepfake scams to report misuse of their likenesses. While enforcement can be challenging, major social platforms like Meta, TikTok, X, Snapchat, and Reddit have policies against misleading manipulated and AI-generated media.
In conclusion, the rise of deepfake technology poses a significant threat to celebrities and consumers alike. Scammers are exploiting generative AI tools to create convincing deepfakes of celebrity faces and voices, leading to fraudulent activities and scams. As the use of deepfake technology becomes more prevalent, it is crucial for both celebrities and social media platforms to take proactive steps to combat this growing issue and protect individuals from falling victim to deepfake scams.
