Deepfakes of influencers are being used to create fake sponsored ads without their consent
Creator Emily Schuman discovered AI-generated versions of herself promoting products she never endorsed, forcing influencers to combat unauthorized deepfake advertisements.
Influencer Emily Schuman, who runs the lifestyle blog Cupcakes and Cashmere with over 500,000 Instagram followers, discovered a sponsored Instagram ad featuring her holding a vial of GLP-1 drugs for telehealth company Gala—a company she had never worked with or heard of. The ad used a digitally altered version of a selfie Schuman had posted years earlier on Instagram.
After followers questioned the unexpected endorsement, Schuman found additional deepfake content: an Instagram post showing an AI version of her with darker hair promoting makeup brand Meroda Cosmetics, and TikTok posts with generated images promoting blood-testing company Superpower. The incidents highlight a growing challenge for influencers managing their personal brands and credibility as AI-generated content becomes increasingly sophisticated.
Sources
- Deepfakes are wrecking influencers’ credibility, one fake ad at a time — The Guardian — Business
EGazette summarizes reporting from multiple sources; follow the links for the originals.
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