AI deepfake ads impersonating celebrities scam TikTok users
Scammers used AI-generated deepfake videos impersonating Taylor Swift, Rihanna, and Kim Kardashian to promote fraudulent rewards programs on TikTok, redirecting users to phishing services that harvested personal data. The deepfakes featured realistic voices and AI-generated video masked with filters to appear as authentic celebrity endorsements.
What happened
Scammers used AI-generated videos impersonating celebrities including Taylor Swift, Rihanna, and Kim Kardashian to promote fraudulent services on TikTok, according to authentication company Copyleaks.
The deepfake ads showed celebrities in interview settings such as red carpets, podcasts, or talk shows, using realistic-sounding AI voices and textured filters. Many ads promoted false rewards programs claiming users could earn money by watching TikTok content and providing feedback.
The ads bore TikTok's official branding but redirected users to third-party services built with the AI platform Lovable that requested personal information. One deepfaked Swift video, using manipulated footage from The Tonight Show Starring Jimmy Fallon, promoted a feature called TikTok Pay and encouraged users to sign up if the page opened for them.
Reported impact
Users were deceived by realistic deepfakes into entering personal information on fraudulent services disguised as official TikTok features. The extent of data harvested or misuse is not specified in available reports.
Index analysis
The incident reflects the challenge social platforms face in moderating AI-generated content at scale. Meta's platforms see billions of scam ads daily, and YouTube is investing heavily in combating celebrity scam ads.
Governance controls
Taylor Swift filed trademark applications for clips of her voice and a photograph from her Eras tour to protect herself from AI impersonation.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.