Consumer finance expert Martin Lewis expressed his distress after coming across an online scam video that utilized a
sophisticated computer-generated likeness of him. The video, which circulated widely, employed AI-powered deepfake technology to mimic Lewis's appearance and voice.
Lewis described the experience as "weird and pretty frightening," as he found his identity being replicated without his consent.
The fraudulent advertisement, which was shared on Facebook, aimed to deceive viewers into participating in an investment
scheme falsely associated with Elon Musk. The deepfake Lewis urged people to sign up for the purported project, misleadingly
asserting its legitimacy and potential as a great investment opportunity.
Lewis cautioned that without appropriate regulation, individuals would fall victim to such scams and suffer financial losses.
The incident served as a reminder of the dangers associated with deepfake technology and the need for measures to address its misuse.
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