AI-Generated Deepfake Used in Prada Scam Targeting Luciana Gimenez

What happened

A fraudulent Instagram account called 'Outlet Brazil' used AI-generated video and audio of presenter Luciana Gimenez to advertise fake discounts on Prada clothing, accessories, and footwear.

Gimenez stated she had no affiliation with the profile and never recorded the content. On 25 August 2024, she filed a police report for the crime of estelionato (fraud).

Reported impact

Gimenez stated she was the victim of a virtual crime. People who saw the fraudulent content were also harmed by believing in the non-existent promotions.

Index analysis

The deepfake used AI technology to replicate the presenter's image and voice to create false promotional videos for non-existent products.

Governance controls

Gimenez's legal team contacted Meta, the company responsible for Instagram, to request removal of the fraudulent posts.

Classification

Organizations

Meta (deployer), Luciana Gimenez (victim), Prada

Category

Fraud, scams and manipulation

Industry

Media, social platforms and marketing

Country

Brazil

Harm status

Potential harm

Intent

Intentional

Timing

Unknown

Harm types

Economic or property, Reputational

Harmed

Consumers, Business

Failure modes

Deepfake video, Voice clone, Manipulation or dark pattern

Consequences

Police investigation

AI systems

AI-Generated Deepfake (Video and Voice)

Sources and evidence

Related incidents