AI Deepfake Ads Impersonate South Korean Celebrity Lee Ji-hye
South Korean broadcaster Lee Ji-hye reported that AI-generated deepfake videos impersonating her face and voice were being used to advertise products and direct consumers to fraudulent purchase links without her consent, marking the second such incident she had publicly disclosed.
What happened
Broadcaster and singer Lee Ji-hye reported on August 28, 2026 that AI-generated deepfake videos using her face and voice were being circulated online to advertise products without her consent.
The deepfake videos showed a person resembling Lee Ji-hye promoting products such as sweet potatoes, with links directing viewers to purchase. Lee Ji-hye stated the videos were created using AI and did not represent her actual endorsements.
Lee Ji-hye indicated the perpetrators appeared to be a foreign entity rather than a domestic operation. This was reportedly the second occurrence of such deepfake misuse of her likeness, with a previous incident in June 2026.
Reported impact
Lee Ji-hye warned the public not to purchase products through the links in the deepfake videos to avoid being defrauded.
Lee Ji-hye reported receiving numerous direct messages alerting her to instances of the fraudulent deepfake content.
Index analysis
The deepfake videos were used for commercial purposes without consent, with the perpetrators profiting from sales generated through links embedded in the videos.
Governance controls
Lee Ji-hye stated she was exploring legal methods to address the deepfake misuse of her likeness.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.