The New Danger: How AI is Powering Global Celebrity Scams

The world of online fraud is changing quickly as criminals find new ways to use artificial intelligence (AI) to trick people. Following recent reports on how AI can track your location through holiday photos, new data shows that scammers are now using advanced technology to impersonate famous people and politicians. These "deepfakes"—videos or audio recordings that use AI to make it look like someone said or did something they did not—are causing significant financial damage to people around the world.

According to The Guardian, Australia’s corporate watchdog, the Australian Securities and Investment Commission (Asic), has warned about a sharp rise in these fake investment scams. In one concerning example, criminals used a deepfake of the Australian Prime Minister, Anthony Albanese. In the video, the fake version of the leader promises that citizens can earn large amounts of money every month through an "official" government platform. This is completely false, yet the technology is so convincing that it has already cost Australians millions of dollars.

This trend is not limited to just one country. Asic reports that in the last financial year, they dealt with more than 19,400 scams, which is nearly three times the number from the year before. The criminals behind these schemes are building entire networks of fake websites, news articles, and reviews to make their offers look real. By using the faces and voices of trusted public figures, they create a sense of safety that encourages victims to hand over their money. The Guardian noted that these funds often end up in the hands of overseas criminal groups.

Beyond deepfakes, AI is also being used to make smaller, personal scams much more dangerous. As previously reported by The Guardian, criminals can now analyze social media photos to find out exactly where you are on vacation. By looking at small details like street signs, building styles, or even the type of flowers in a garden, AI can identify your location with high accuracy. Scammers then send fake text messages claiming your bank card has been used in that specific city. Because the message mentions your actual location, it feels much more real, making people more likely to click on dangerous links.

Experts at McAfee, a company that makes anti-virus software, tested this technology and found that AI could correctly identify the location of thousands of travel images. They warn that computers no longer need photos to be tagged with location data to know where they were taken. Once a scammer knows where you are, they can send a message that sounds like a legitimate bank warning, pressuring you to act immediately to "verify" your account. This sense of urgency is a common tactic used to stop people from thinking clearly before they act.

So, how can people protect themselves from these high-tech threats? The advice from experts is clear: be very careful about what you share and how you react to online messages. If you want to post photos of your travels, it is best to wait until you have returned home. You should also change your social media settings so that only your friends can see your posts.

When it comes to financial opportunities, Asic warns that the presence of professional-looking websites or famous faces does not mean an investment is real. Before you give any money or personal information to an online platform, you should check the details independently. This means searching for the company’s official website, checking professional registers, and contacting your bank directly using a phone number you know is correct. Never click on links provided in unexpected texts or emails, even if they seem to come from a trusted source.

As AI continues to improve, these scams will likely become even harder to spot. Criminals are always watching the news cycle, ready to change which celebrities they impersonate to match current events. By staying informed and keeping a healthy level of doubt about "too good to be true" offers, you can better protect your money and your identity in this new digital age.