AI deepfakes featuring the likeness of celebrities like Piers Morgan, Oprah Winfrey and Nigella Lawson were reportedly being used to advertise an online self-help course.
Several online ads with the deepfakes of celebrities were reported last week, promoting a $37 "manifestation" course by controversial influencer Wesley "Billion Dollar" Virgin.
The BBC reported that the deepfake ads used real footage of celebrities interlaced with AI-generated voiceover to seemingly make it look genuine.
YouTube has since taken down the so-called "Genie Script" ads, but not before several users took notice of the online promotions and alerted the impersonated victims.
Celebrities Slam AI Deepfakes Impersonating Them
Following YouTube's takedown of the fake ads, the affected celebrities slammed the deepfakes and Virgin for using their likeness without consent to promote controversial products.
Morgan and Winfrey denied involvement with the ads, stating worries about the dangers of AI technology fooling other people by impersonating famous personalities.
A spokesperson for Lawson also noted a "great concern" on the spread of "fraudulent" ads.
In a message to the BBC, Virgin denied any involvement in the ads, saying they were "the work of affiliates" and that he is "in the process of banning them all."
The so-called motivation coach was previously involved in controversies for spreading dubious claims on theological history, which he incorporates in his self-help course.
Many of Virgin's videos also focus on the goal of earning huge amounts of money easily.
AI Deepfakes on the Rise
Reports of AI being used to dupe people have been increasing over the past months as the technology becomes more available to the public.
The release of Sora AI, OpenAI's newest product capable of near-realistic AI-generated videos, further heightened concerns over the technology.
Experts have long noted the technology being used to scam people of their money or manipulate public perception, especially with the upcoming 2024 elections.
OpenAI has already promised to impose safety measures to prevent its products from being used for deceptive methods, but other AI firms offering similar services have yet to catch up.
