A new investigation by AI detection company Copyleaks reveals a surge in TikTok ads using AI-generated deepfakes of celebrities to promote scams and misleading services.
Key takeawaysDeepfake scams are becoming mainstream on social media platforms like TikTokScammers impersonate celebrities like Taylor Swift, Rihanna, Jennifer Aniston, Kim Kardashian and Emma Watson to build trust with usersScams often start with engagement, not immediate payment requestsUsers are enticed off the platform, where fraud happens
According to the report, scammers are repurposing real interviews and public footage, then manipulating them with AI to create convincing fake endorsements. These videos often promote fake “money-making” programs or features like “TikTok Pay,” redirecting users to third-party websites that collect personal data.
“The ads generally promote rewards programs where users can watch TikTok content and be rewarded,” researchers noted. “In one ad, a fake Rihanna says, ‘You literally just watch content and give your opinion.’ In another, a fake Taylor Swift claims she found a feature called TikTok Pay, adding, ‘if the page opens for you, don’t overthink it,’ and urging users to sign up.”
Source: Copyleaks
Some ads even mimic TikTok branding to look legitimate, making it harder for people to distinguish scams from real platform features.
The celebrities appear to be in interviews — on red carpets, podcasts, or talk shows – where real footage has been repurposed and manipulated using AI.
In several ads, TikTok’s official branding is also used when the ad is clicked on. However, the user is redirected to a third-party service that appears to be vibe-coded, even including Lovable branding on the page and in the URLs. These pages then prompt users to enter their name and personal information.
Source: Copyleaks
At the same time, researchers identified entire networks promoting deepfake creation tools and tutorials, showing how accessible this technology has become.
Bitdefender has been tracking this trend for years
While this TikTok investigation highlights the latest wave, the pattern itself isn’t new.
Bitdefender researchers have documented how deepfakes are used across social media platforms to scam netizens.
In a previous analysis of health-related scams, we’ve uncovered how AI is being used to push so-called miracle cures and sponsored content that looks legitimate but leads to scams.
Another investigation revealed how deepfakes are used in “stream-jacking” attacks on YouTube, where hijacked accounts broadcast fake celebrity endorsements to promote crypto scams.
And in a broader look at social media fraud, we’ve documented how audio deepfakes and celebrity impersonations are fueling giveaway scams and fake investment opportunities across platforms.
How to spot deepfake scam videosPay attention to small physical details
Look closely at eye movement, facial symmetry, and hand shapes. If something feels slightly “off,” pause the video and check for inconsistencies.
Listen as carefully as you watch
Notice if the voice sounds flat, robotic, or slightly out of sync with lip movements. Strange pauses, background noise that shifts unnaturally, or subtle distortions can all signal manipulation.
Look at the setting
Deepfakes don’t just affect faces. Backgrounds can flicker, warp, or appear inconsistent, especially around edges. Some scam videos try to hide these flaws with filters, so it’s worth asking a simple question: does this situation actually make sense for that celeb?
Always cross-check with trusted sources
If a video shows a celebrity promoting something unusual, take a moment to verify it. Check their official accounts, recent interviews, or credible news outlets.
Look for these red flags too
If the celebrity in the video or ad promises you easy money, giveaways, or exclusive access, and asks you to move off the platform, it’s a scam. What celebrity contacts random people on social media with too-good-to-be-true offers?
If you’re still unsure, you can always have a quick chat with Bitdefender Scamio and get a second opinion before you click, reply, or share anything. Scamio works like an AI-powered assistant trained to recognize scams. You can paste a suspicious message, drop in a link, upload a screenshot, or even share a QR code, and it will analyze it in seconds and tell you whether it looks safe or risky.