It has become increasingly difficult to scroll through social media without encountering deepfake videos created using artificial intelligence (AI). New tools, such as OpenAI’s Sora, have rapidly gone viral due to their ability to generate highly realistic videos that can convincingly replicate real people, voices and events.
These videos have been widely shared online, often showing deceased celebrities and historical figures in strange, misleading or offensive scenarios. In some cases, the impact has been so distressing that families of the deceased — including relatives of civil rights leader Dr Martin Luther King Jr — have publicly appealed to AI companies to prevent their loved ones from being digitally recreated.
While the emotional and ethical concerns are clear, experts are now warning that deepfake technology also poses serious risks in the form of scams, as well as hidden environmental and commercial consequences.
How People Are Falling Victim to Deepfake Scams
The realism of AI-generated videos has made it easier for scammers to deceive people. Fraudsters are increasingly using deepfakes to impersonate public figures, business leaders and even family members. Videos can appear to show trusted individuals promoting fake investment opportunities, endorsing products, or asking for urgent financial help.
Victims often believe these videos are genuine because they look and sound authentic and are shared through familiar social media platforms. In some cases, people have transferred money, shared personal information, or downloaded malicious software after being convinced by what appears to be a credible video message.
Experts warn that the speed and volume at which deepfake content spreads makes it harder for users to verify authenticity before acting. Many victims only realise they have been scammed once their money is gone or their accounts have been compromised.
Impact on Businesses and Organisations
Businesses are also feeling the effects of deepfake technology. Companies have reported cases where criminals use AI-generated videos or audio to impersonate senior executives, instructing staff to transfer funds or share sensitive data. This type of “deepfake fraud” has already resulted in significant financial losses for organisations worldwide.
Brand reputation is another growing concern. When fake videos circulate showing company leaders or logos associated with scams, it can damage consumer trust. Businesses may face increased customer complaints, legal costs, and reputational harm as they attempt to distance themselves from fraudulent content.
In response, many companies are now investing more heavily in cybersecurity, employee training and verification processes — all of which add to operational costs.
A Growing Challenge
As AI technology continues to advance, experts warn that society faces a complex challenge — balancing innovation with ethical use, environmental sustainability, and protection against fraud. For individuals and businesses alike, awareness and critical thinking are becoming essential tools in navigating a digital landscape where seeing is no longer believing.
Find out how to identify AI-Generated videos by heading to the BBC News Website