AI deepfakes fuel rise in celebrity scam losses for Australians
Celebrities and influencers are increasingly being impersonated by scammers in a wave of AI-driven cons that target Australians with fake endorsements and deepfake media, according to new research from cybersecurity company McAfee. The company's annual analysis has identified which public personalities are most used by cybercriminals to deceive the public.
Celebrity targets
This year, actress Rebel Wilson was named as the most commonly misused Australian celebrity, with her likeness regularly cloned in deepfake scams. These typically involve fabricated images and videos promoting weight loss products, taking advantage of Wilson's wide recognition to boost the credibility of fraudulent campaigns.
Other high-profile figures, such as Chris Hemsworth and Robert Irwin, have also seen their identities used to promote fake crypto investment schemes. Television personality Karl Stefanovic's image has been exploited to sell dubious diabetes medication. The ten most targeted Australian celebrities also include Eddie McGuire, Margot Robbie, Hugh Jackman, Kylie Minogue, Guy Sebastian, and Cate Blanchett.
Expanding influencer risk
Influencer impersonation is now central to many scams. McAfee's global list singles out online creator Pokimane as the most targeted digital influencer, followed by others such as MrBeast, Karina, and QTCinderella. McAfee's research highlights that scammers now capitalise on the familiarity and reach of influencers, not only household names, to engage audiences with faked giveaways, product endorsements, and more complex AI-generated media.
Incidents involving Pokimane, including deepfake explicit content and romance scams using her likeness, demonstrate the diversity of tactics. These impersonation attempts often result in direct financial loss or the harvesting of personal information from fans lured in by seemingly authentic posts.
Consumer impact
According to the research, 68% of Australians have encountered fake celebrity or influencer endorsements, with 28% admitting to having clicked on at least one. Of those, 30% lost money or personal information, and average losses reported were AUD $950. Crypto-related scams ranked as the most frequently seen fraud, with free giveaways, weight-loss products, skincare promotions, and tech gadget pitches also widely reported.
Only 16% of people surveyed said they feel very confident in identifying deepfakes, while more than a quarter expressed low confidence in their ability to separate real from artificial. The lack of consumer confidence is seen as a significant vulnerability that cybercriminals are keen to exploit.
Detection measures
Cybersecurity experts point out that education paired with technology is critical to mitigate the risks posed by these new scams. McAfee's Scam Detector tool, for instance, uses artificial intelligence to check emails, texts, and video content for signs of impersonation and deepfake manipulation, aiming to stop fraudulent content before it can cause harm.
"Celebrity and influencer culture has always shaped what people buy, but now it's shaping how criminals run their scams. Our lists show how scammers exploit that influence, and our research reveals that 30% of people who clicked on fake celebrity or influencer content lost money or personal information. By naming the stars whose names are most often misused, we hope to help fans recognise the red flags - and pair that vigilance with AI-powered tools, like McAfee's Scam Detector - to stop the fakes before they do harm," said Tyler McGee, Head of APAC at McAfee.
Among those surveyed globally, 35% said they had seen fake or AI-generated influencer content, highlighting the growing prevalence of AI in financial, product, and romance scams. McAfee's annual ranking is based on a weighted system combining indicators such as social media activity, search trends, and media coverage, offering a snapshot of who is most frequently misused in cybercrime schemes.
