Deepfake video of Ashley James used to promote weight loss pills
A deepfake video advertisement falsely depicted This Morning presenter Ashley James endorsing weight loss pills. James publicly denied the video, stating she had never taken the pills or recommended them, and expressed concern about consumers being deceived by the synthetic media.
What happened
An AI-generated video advertisement featured a deepfake of Ashley James, a This Morning presenter and activist, appearing to endorse weight loss pills. The fake video was created to look like an interview on the This Morning sofa with Ben Shephard, complete with the programme's colour scheme and ITV logo, and featured both a digitally generated version of her face and a synthetic replica of her voice.
Reported impact
Ashley James stated she was 'devastated' that anyone might purchase the weight loss pills believing she had recommended them. The presenter, known for body-positive content, expressed anger that the deepfake promoted weight loss messaging contrary to her public advocacy against pressure on women to lose weight.
Index analysis
The deepfake video was described by Ashley James as 'incredibly realistic' and so convincing that she acknowledged 'if I didn't know better,' she would assume the AI ad was real. The synthetic video replicated her appearance, voice, and the authentic setting of This Morning to increase credibility.
Classification
Sources and evidence
Sources not yet published
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