Deepfakes are wrecking influencers’ credibility, one fake ad at a time

Summary

The article examines how generative artificial intelligence is being used to create deepfakes that impersonate influencers and celebrities in unauthorized advertising and scams. Emily Schuman, creator of Cupcakes and Cashmere, discovered altered images and AI-generated videos of herself promoting Gala, Meroda Cosmetics, and Superpower, although she had no relationship with those companies. Superpower’s CEO said one post involving his company was created by a scammer and was reported. Other examples include deepfakes of major celebrities and online creators used to promote products, redirect traffic, or solicit fraudulent payments. The article argues that influencers face a distinct professional threat because their likeness and credibility are central to their income. Molly Tranchin, known as FashionVeggie, sued underwear company Eby, alleging it replaced approved marketing footage with a deepfake showing her in a more revealing pose; she later withdrew the suit over jurisdiction and reportedly plans to refile. Although Meta and TikTok prohibit identity-replicating manipulation, creators quoted in the article say removal systems are slow and ineffective. The article also cites research estimating large consumer losses from deepfake scams and significant spending on virtual influencers, while alleging that platform incentives and advertising systems can allow fraudulent content to spread. The resulting costs include financial losses, reputational damage, lost time, and legal expenses.