Scammers are using AI-generated celebrity deepfakes to promote fictitious reward programs on TikTok. This conclusion was reached by specialists at Copyleaks, a company specializing in the detection of AI-generated content. The investigation highlights the growing difficulties social media platforms face in the battle against synthetic media.
How These Fraudulent Schemes WorkThe scam advertisements identified by Copyleaks use authentic footage of celebrities from red carpets, podcasts, and talk shows, overlaying them with AI-cloned voices to mimic endorsements of fake earning schemes. In one clip, an AI version of Taylor Swift urges viewers to sign up for a service called "TikTok Pay," while a fake Rihanna assures users: "You literally just watch content and give your opinion."
The videos often feature official TikTok branding to appear legitimate; however, clicking the link redirects users to third-party sites designed to harvest personal data, according to The Verge. Scammers apply heavy stylistic filters to hide common AI artifacts, such as unnatural lighting and lip-sync issues.
A Problem Affecting All PlatformsTikTok is by no means the only platform struggling with a wave of deepfakes. YouTube removed over 1,000 AI-generated ads linked to a single ad network that used deepfakes of Taylor Swift, Steve Harvey, and Joe Rogan to promote Medicare scams, as reported by 404 Media. Before being taken down, these videos amassed nearly 200 million views.
Meta has acknowledged that it faces a massive volume of fraudulent ads on Facebook and Instagram daily. According to a 2025 Surfshark study, deepfake-related scams on social media have led to losses of hundreds of millions of dollars, with celebrity impersonations accounting for 80% of all financial damage linked to deepfakes.
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