If you've scrolled TikTok lately and stumbled across what looked like Taylor Swift or Rihanna endorsing some kind of rewards program, stop right there. Chances are, you were looking at a deepfake.
Authentication company Copyleaks has flagged a growing wave of AI-generated celebrity videos being used to promote shady services on TikTok, according to reporting by The Verge. The scams use manipulated footage of high-profile stars to lend credibility to offers that, frankly, deserve none.
How the scam works
The ads are crafted to look legitimate. Scammers are taking real footage of celebrities - think red carpet interviews, podcast appearances, talk show clips - and manipulating them with AI to make it appear as though the star is endorsing a product or service. The production quality is good enough to make you pause.
Many of the fake ads promote so-called rewards programs, promising users they can earn money simply by watching TikTok content and leaving feedback. That premise alone should raise flags. But when a convincing video of your favorite pop star appears to vouch for it, skepticism can take a backseat.
What makes it worse? Some of these ads reportedly feature TikTok's own branding, making them look like official, platform-sanctioned opportunities. They're not.
Why this matters beyond the celebrity angle
It's easy to frame this as a Taylor Swift story, but the real issue is bigger. AI-generated deepfakes are becoming a practical tool for scammers, and the barrier to creating convincing fake video is getting lower by the month. Celebrities are the low-hanging fruit because their faces are recognizable and their perceived endorsement carries weight - but the same technology and tactics can be pointed at anyone.
For everyday users, this is a good moment to recalibrate how much trust you place in video content, even when it looks polished and familiar. A few things worth keeping in mind:
- No legitimate rewards program needs a celebrity deepfake to recruit users
- If an offer sounds too good - earning money just for watching videos - it almost certainly is
- TikTok branding in an ad doesn't mean TikTok has vetted or approved what's being promoted
What you can do
Report suspicious ads directly through TikTok's in-app tools and avoid clicking links in any ad that promises easy earnings. The more users flag this content, the faster platforms can act on it. Staying a little skeptical in your feed isn't paranoia - right now, it's just good sense.
