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It’s common knowledge that a celebrity’s image might not always align with their true personality. As John Updike said “Fame is a mask that eats into the face." However, many people still trust celebrities. And unfortunately, scammers are exploiting that trust.
AI celebrity impersonation scam is where scammers use celebrities like Brad Pitt and Johnny Depp to scam people. It can lead to data theft and financial loss. To avoid the scam, always verify sources and pay attention to red flags.
AI-generated scams are on the rise. It led to $12 billion losses in 2023, according to Deloitte. There are various AI-powered scams, including AI phishing scams, voice cloning, and AI investment scams. One scam that’s become a trending issue is AI celebrity impersonation.
How the Scam Works
Celebrity impersonation scam is where scammers use deepfake technology to impersonate celebrities and scam people.
Step-By-Step Process
- Step 1: Research - Scammers will research about their targets and the celebrities they’ll use. They may go for celebrities who are known for philanthropy and identify the most vulnerable groups such as the elderly and young fans. This is also the part where scammers gather training data they’ll feed to the AI. This includes videos, social media posts, podcasts, and interviews.
- Step 2: Creation of Deepfake Content - Using the gathered training data and AI tools, scammers will create highly realistic content of the celebrity. They often create deepfake videos where the celebrity is directly speaking to the audience, either promoting a fake product, an investment opportunity, or a fake charity.
- Step 3: Scam Deployment - Scammers will send out the deepfake content through popular online platforms like TikTok, Facebook, and Instagram. Often, scammers create social media profiles that are copies of a celebrity’s profile.
- Step 4: Engagement - Scammers will send you a direct message to create a false sense of intimacy. They’ll send more deepfake content to further promote a time-sensitive offer (e.g. invest in the next 24 hours). They also send direct messages to effectively manipulate victims. They’ll send videos of the celebrity asking for help due to a personal emergency or that they’re raising funds for charity like disaster relief. These will tap into people’s emotions, clouding their judgement and making them more vulnerable.
- Step 5: Request for Payment and Information - Once scammers gain your trust, they start asking for your personal information and payment. They’ll insist on payment methods that are hard to trace like gift cards and cryptocurrency. They’ll also claim that your information (e.g. email address and bank details) is necessary for false pretenses like identity verification and processing the transaction. But really… scammers will only use the information for their schemes like unauthorized access and identity theft.
- Step 6: Scale or Exit - Scammers may exit immediately after receiving the money and information. They’ll ensure to cover their tracks and erase evidence. In most cases, scammers will continue and expand the scam. They’ll use AI chatbots to automate the process, allowing scammers to target many people simultaneously. They’ll also try using other celebrities, adapting what worked in their previous attacks.
Why the Scam Works
Celebrity impersonation scams are effective primarily because scammers exploit the trust in celebrities. The fact is, many people trust celebrities. This is due to a combination of various factors.
One factor is Perception of Authority. For some people, celebrities are seen as figures of authority. And according to Cialdini’s 6 Principles of Persuasion, people are persuaded by figures of authority. This is why when scammers impersonate celebrities, they're able to persuade people.
Another factor why people trust celebrities is the Halo Effect. This is a cognitive bias where a person’s entire impression of others depends on a single characteristic. Essentially, if a celebrity is perceived as successful, people might unconsciously assume that they’re also credible.
Overall, celebrity impersonation scam is effective because people trust celebrities.
Another reason for effectiveness is Sophisticated AI Technology. Deepfake content can be highly realistic, making it hard for people to discern what’s real and not. This is particularly hard for people who are not aware that technology like deepfake exists.
Lastly, this scam works because of Emotional Appeals. Scammers play with your emotions. They frame their promotions or requests as urgent, prompting people to make quick decisions. They also use fake stories like personal issues and raising funds, tapping into people’s empathy which clouds their judgment.
Top 2 Celebrities Impersonated
1. Johnny Depp
One recent AI impersonated celebrity was Johnny Depp.
The actor who’s known for his role in The Pirates of the Caribbean, warned his fans on Instagram.
Depp said that scammers are using his identity to ask for money from his supporters. Scammers even impersonate Depp’s family and team members. He stressed that with AI, scammers can create multiple clones of his face and voice.
Depp clarified that he and his team will never request personal information and money from fans.
The actor also shared his official social media profiles, stating that he doesn’t have Snapchat, X, or Discord.
Depp reassured fans that he and his team are actively working on stopping the schemes.
2. Brad Pitt
Another actor scammers used was Brad Pitt.
The actor’s team has warned the public about scammers using AI-generated content and sending unsolicited messages.
Pitt’s team clarified that the actor doesn't have accounts on Instagram, TikTok, or X.
One victim, Anne – a 53-year-old interior designer – lost a total of $850,000.
Scammers first impersonated Pitt’s mom, saying that her son needed someone like Anne. Then, scammers used AI-generated content, showing Brad Pitt in a hospital.
For more than 18 months, scammers sent countless love letters, eventually leading to a marriage proposal.
These worked for Anne, saying that she loved the man he was talking to and that he knew how to talk to women. However, scammers started draining his money.
The Brad Pitt impersonator said that he bought Anne an expensive purse but she has to pay the customs fee of $9,200.
Eventually, the Brad Pitt impersonator claimed that he had cancer and was in need of cash. He even said that his ex, Angelina Jolie, froze his bank accounts.
The scammer even sent fake emails from the doctor, saying that Pitt was on his deathbed.
Blinded by love, Anne sent financial support, leading to a loss of over $850,000.
How to Avoid Being Scammed
The best way to avoid being scammed with celebrity deepfake is verifying the source. Always check the authenticity by going through official channels (e.g. verified social media accounts and official websites).
Now, while deepfake can be highly realistic, it’s not yet perfect. There are still some signs that will help you spot a deepfake:
- Sign No. 1: Unnatural or Robotic Language – Deepfake may sound unnatural or slightly off. They often have phrasings that are awkward, overly formal language, or repetitive. Overall, if it doesn't sound like a real person, then it’s likely a deepfake.
- Sign No. 2: Inconsistent Appearance – If there are slightly off or distorted appearance, it’s likely a scam. See if there are unnatural features like blurred mouth, strange facial expressions, pixelated backgrounds, and unrealistic movements.
- Sign No. 3: Aggressive Promotion: If the content is overly promoting products or services, then it’s likely not authentic, especially if the offer is too-good-to-be-true. For example, if a supposed celebrity is offering an exclusive meet up for a fee, then it’s more likely a scam.
Conclusion
To sum up, AI celebrity imperative scams are a huge problem. It can lead to data theft and significant financial loss – just like what happened with Anne. These schemes work effectively due to the trust in celebrities, emotional appeals, and sophisticated technology.
Frequently Asked Questions
What AI tool is used to clone the voices of celebrities?
There are many AI tools that allow users to mimic celebrity voices. Some popular tools are 1) Resemble.ai, 2) Murf.ai,3) FakeYou, 4) Voicemod, 5) Descript, and 6) DeepBrain AI Studio.
What are the risks of Artificial Intelligence?
Aside from AI-powered scams, there are a myriad of risks when it comes to AI. This includes biased programming, unclear laws and regulation, and consumer privacy. According to experts, some hypothetical future risks include AI being programmed for harm.