How do I spot a deepfake video used in a scam?
AI-generated deepfake videos are used to impersonate celebrities, executives, and family members in investment and emergency scams — unnatural facial movement, audio sync issues, and requests verifiable by other channels are key tells.
Last reviewed: 10 June 2026
Explanation
Deepfake video technology uses artificial intelligence to place a real person's face onto a different body or to generate an entirely synthetic person speaking scripted content. In scam contexts, deepfakes are used to create fake celebrity endorsements for investment platforms, fake video calls from executives authorising transfers, and 'virtual kidnapping' videos showing a family member in distress.
Common visual and audio artefacts in AI-generated video include flickering or blurring at the edges of the face, unnatural blinking patterns (too regular or absent), slight audio desynchronisation where lip movements do not quite match the words, oddly smooth skin texture, inconsistent lighting between the face and background, and hair that looks artificial or merges poorly with the background.
However, deepfake quality is improving rapidly. Relying solely on visual detection is increasingly unreliable. The most robust approach is to verify the content through an independent channel: if a video of a celebrity endorsing a platform is shared on social media, check that celebrity's official accounts for any mention of the product. If an executive appears in a video call requesting an action, call them back on a known number.
For 'virtual kidnapping' scenarios — where you receive a video or audio of a loved one in distress asking for ransom — call the person directly on their own number before doing anything else. In the vast majority of cases they will answer and be safe.
Common red flags
- Facial blurring or flickering at the edges when the person turns their head
- Audio does not quite sync with lip movements
- Celebrity endorses a product or platform you cannot find on their verified channels
- Skin appears unnaturally smooth or the hair merges oddly with the background
- Video call executive makes an unusual request and cannot be reached by other means to confirm
- Emotional urgency — distress, kidnapping claim, investment window closing
What to do now
- Verify celebrity endorsements on their official verified social media accounts
- Call back any executive through a known number to verify video call requests
- Call family members directly on their own phones before responding to distress videos
- Report deepfake investment ads to the platform and to the FCA (UK) or FTC (US)
- Report deepfake-enabled fraud to Action Fraud (UK) or the FBI IC3 (US)
Frequently asked questions
Can I use software to detect deepfakes?
Deepfake detection tools exist (Microsoft Video Authenticator, Deepware Scanner) but are not foolproof, especially against high-quality fakes. Verification through independent channels is more reliable than technical detection alone.
Are all AI-generated videos scams?
No. AI video tools have legitimate creative uses. The key question is whether the video is being used to misrepresent a real person to extract money or personal information.
What is voice cloning in scams?
Voice cloning creates a synthetic replica of a person's voice from a short audio sample. It is used in phone scams where you appear to hear a family member or executive's voice. The same verification principle applies: call back independently.