Tom Hanks, one of the most recognizable faces in the world, warns that scammers have swiped his likeness in malicious AI deepfakes.
As reported by NBC News, Actor Tom Hanks issued an announcement to his followers saying his name, likeness, and voice have shown up in deepfaked ads that promote “miracle cures” without his consent. The actor posted on Instagram:
In the ever-evolving landscape of digital advertising, a new challenge has emerged that blurs the lines between reality and artificial fabrication: AI-generated content using celebrity likenesses.
Tom Hanks isn’t the only victim. Earlier in 2024, we saw a malicious AI deepfake of Taylor Swift front a phishing scam with a free cookware offer. In 2023, the deepfaked likeness of Kelly Clarkson pushed weight loss gummies. And, just a few weeks ago, malicious deepfakes of Prince William endorsed a bogus investment platform. We’ve also seen deepfakes of noteworthy researchers hawking miracle cures as well, which we’ll soon cover in another blog post.
Without question, we live in a time where scammers can turn practically anyone into a deepfake. The AI tools used to create them have only gotten better, more accessible, and easier to use. Compounding that concern is just how convincing these bogus endorsements look and sound.
The cost of celebrity deepfakes
Malicious deepfakes affect more than the celebrities they mimic. They affect everyone who goes online. As we’ve seen with Tom Hanks, while deepfakes can potentially tarnish his reputation, they can also harm the general public. By pushing disinformation and frauds, deepfakes open the door to health risks, identity theft, and in an election year, voter suppression — as we saw with the Joe Biden AI voice clone robocalls in Vermont.
Celebrities like Scarlett Johansson have begun to fight back legally against the unauthorized use of their likenesses. However, the legal framework in the U.S. remains largely unprepared for the challenges posed by AI-generated content. Yet we’re seeing some progress, at least on a state level in the U.S.
Tennessee recently issued a piece of legislation that says state residents have a property right to their own likeness and voice. In effect, Tennesseans can take legal action if another person or group creates deepfakes in their likeness. Illinois and South Carolina have similar legislation under consideration.
Those represent just a handful of 151 state-level bills that have been introduced or passed through July of this year — all covering AI deepfakes and deceptive media online.[i] Likewise, we’ll take a closer look at how legislation is catching up with AI in an upcoming blog.
Using AI to fight AI deepfakes
As we’re quick to point out in our blogs, not all AI deepfakes are bad. AI deepfake tools have plenty of positive uses, such as dubbing and subtitling movies, creating training and “how-to” videos, and even creating harmless and humorous parody videos — all well within the scope of the law.
The problem is with malicious deepfakes, like the ones Tom Hanks warned us about. Yet how can you spot them?
Technology has kept pace, as it has with our newly released Deepfake Detector. It alerts you in seconds if it spots AI-manipulated content. Right in your browser. It works like this:
Deepfake Detector monitors audio being played through your browser while you browse. If it determines what you’re watching or listening to contains AI-generated audio, it alerts you right away.
McAfee doesn’t store any of this audio or browsing history. What you watch is yours, and you get to keep that private.
It works in the background while you browse. So, if a deepfake Tom Hanks or Taylor Swift video crops up in your feed, you’ll know with a high degree of confidence that it’s a fake. You can easily snooze notifications or turn off scanning right from your dashboard.
Deepfake Detector shows how much is real and how much is fake. With a browser extension, Deepfake Detector shows what portion of audio was deepfaked, and at what point in the video that content cropped up. Think of it working like a lie detector in the movies. As the video plays, peaks of red lines and troughs of gray lines show you what’s likely a fake and what’s likely real.
Our new role in the face of AI and malicious deepfakes
As AI-detection technology continues to advance, the responsibility also falls on us, collectively, to keep an eye out for fakes. Especially the glut of malicious deepfakes we now face.
The key to navigating this new era of AI is awareness. Indeed, tools will help us spot deepfakes. Yet we can count on ourselves to spot them too.
First off, we need to realize just how easy it is to create a deepfake. Keeping that in mind keeps us on guard. Next, when we see that celebrity gushing about a miracle cure or another promoting a screaming great deal, we know to stop and think before we act.
From there, we have plenty of excellent and reputable fact-checking resources that can help us get to the truth. Snopes, Reuters, Politifact, the Associated Press, and FactCheck.org all offer great ways to find out if what we’re seeing and hearing is true, false, or somewhere in between.
And with this kind of awareness in mind, we’ve launched the McAfee Smart AI Hub. We see the rise of malicious deepfakes as a major concern. It’s a security concern. An identity theft concern. A health concern. An election concern. And a family concern as well. We created the hub with these in mind and established it as a place where you can learn about the latest AI threats. Additionally, it’s a place where you can join the fight against malicious deepfakes by turning in the ones you find online.
While the advent of AI brings remarkable benefits, it also introduces complex challenges. As we move forward, balancing innovation with ethical considerations and consumer protection will be paramount. Without a doubt, we’ll continue to follow it all closely here in our blogs.
As for the Tom Hanks deepfakes, if something seems too good to be true, like miracle advice, it probably is. Stay curious, stay cautious.
[i] https://www.brennancenter.org/our-work/research-reports/states-take-lead-regulating-ai-elections-within-limits
