How to Spot Deepfake Video Scams and How to Keep Safe

Artificial intelligence (AI) has made it easier than ever to create convincing fake videos. Known as deepfakes, these videos can make it appear that someone is saying or doing something they never actually did.

While deepfake technology has legitimate uses in film, education, and entertainment, criminals are increasingly using it to commit fraud. From fake celebrity investment endorsements to video calls impersonating family members or business executives, deepfake scams are becoming more sophisticated every year.

Knowing how to recognise these scams can help protect both your finances and your personal information.

What Is a Deepfake Video Scam?

A deepfake video scam uses artificial intelligence to create realistic-looking videos of real people.

Scammers may impersonate:

• Family members
• Friends
• Company executives
• Bank employees
• Government officials
• Celebrities
• Social media influencers
• News presenters

The aim is to convince victims that the person in the video is genuine so they will send money, share sensitive information, or make financial decisions they would not otherwise make.

Common Types of Deepfake Video Scams

Fake Celebrity Investment Scams

One of the most common uses of deepfake videos is fake advertisements showing celebrities appearing to recommend investment schemes, cryptocurrency platforms, or trading opportunities.

The celebrity has never endorsed the product, and the investment is usually fraudulent.

Family Emergency Scams

Scammers may use AI-generated video or combine deepfake technology with cloned voices to impersonate a family member.

They claim to have been:

• Arrested
• Injured
• Involved in an accident
• Stranded overseas

The victim is urged to send money immediately.

Business Executive Fraud

Criminals create fake videos or participate in video calls pretending to be a company director or senior executive.

Employees may be instructed to:

• Transfer company funds.
• Share confidential documents.
• Approve fraudulent invoices.

These scams can result in substantial financial losses.

Fake Customer Support

Scammers impersonate representatives from banks, technology companies, or online services during video calls, encouraging victims to reveal passwords, install software, or approve payments.

Political and Public Figure Scams

Deepfake videos may falsely show politicians or well-known figures announcing financial schemes, government grants, or investment opportunities.

These videos are designed to make fraudulent offers appear trustworthy.

Warning Signs of a Deepfake Video Scam

Although deepfake technology is improving rapidly, there are still clues that may indicate a video is fake.

Unexpected Requests for Money

Regardless of how convincing the video appears, be suspicious if someone suddenly asks you to:

• Transfer money.
• Buy gift cards.
• Purchase cryptocurrency.
• Reveal banking details.
• Share security codes.

Legitimate organisations do not ask for sensitive information in this way.

The Situation Feels Urgent

Scammers often create panic by saying:

• “You must act immediately.”
• “Don’t tell anyone.”
• “The payment must be made today.”

Urgency is designed to stop you from verifying the request.

Unusual Behaviour

Ask yourself:

• Is the person’s behaviour out of character?
• Are they asking for something they normally wouldn’t?
• Does the conversation feel rushed or unnatural?

Even if the video looks convincing, the request itself may not make sense.

Visual Glitches

Some deepfake videos still contain subtle imperfections, such as:

• Unnatural facial movements.
• Lip movements that don’t perfectly match speech.
• Blurred edges around the face.
• Strange lighting or shadows.
• Inconsistent blinking.
• Distorted jewellery, glasses, or hair.

These signs are becoming harder to spot, but they can still be useful indicators.

Audio That Doesn’t Sound Quite Right

The voice may:

• Sound slightly robotic.
• Lack natural emotion.
• Have unusual pauses.
• Contain background noise that doesn’t fit the setting.

Trust your instincts if something seems “off.”

Unexpected Video Calls

Be cautious if someone unexpectedly starts a video call asking for money or sensitive information, especially if they become impatient when questioned.

Why Deepfake Scams Work

People naturally trust what they can see.

For many years, video has been viewed as strong evidence that something is genuine. Deepfake technology takes advantage of this trust.

When victims see a familiar face speaking directly to them, they are more likely to believe the request is real—even when it has been entirely generated by artificial intelligence.

How Family and Friends Can Help

If someone you know receives a suspicious video call or video message:

• Encourage them to stay calm.
• Suggest ending the call and contacting the person using a known phone number.
• Ask questions that only the real person would know.
• Help them verify the situation before sending money.
• Remind them that convincing videos can now be created using AI.

Talking openly about deepfake technology before a scam occurs can make people less likely to panic if they receive a fake call.

How to Keep Safe

You can greatly reduce your risk of becoming a victim by following these precautions.

Verify Requests Independently

If someone asks for money or sensitive information during a video call:

• End the conversation.
• Contact the person directly using a trusted phone number or messaging app.
• Confirm that the request is genuine.

Never rely solely on what you see in a video.

Create a Family Safe Word

Families can agree on a secret word or phrase that only close relatives know.

If someone requests urgent financial help, asking for the safe word can quickly expose an impersonator.

Be Sceptical of Celebrity Endorsements

If a celebrity appears to recommend:

• Cryptocurrency.
• Investments.
• Financial products.
• Giveaways.

Verify the endorsement through the celebrity’s official website or verified social media accounts before taking any action.

Never Act Under Pressure

Scammers rely on panic.

If you’re told to make an immediate payment or keep the request secret, stop and verify the situation independently.

Protect Your Personal Information

Limit the amount of personal information, photos, and videos you share publicly online.

While this won’t prevent deepfakes, it can reduce the material available to scammers.

Stay Informed

Artificial intelligence is evolving rapidly.

Learning about new scam techniques will help you recognise them before they become convincing enough to fool you.

What To Do If You’ve Been Targeted

If you think you’ve encountered a deepfake scam:

1. Stop communicating with the scammer.
2. Do not send any money or share personal information.
3. Contact your bank immediately if you’ve already made a payment.
4. Save screenshots, videos, messages, and emails as evidence.
5. Report the scam to the platform where you saw the video.
6. Report the incident to the appropriate fraud reporting authority in your country.

If you shared passwords or security codes, change them immediately and enable two-factor authentication on your accounts.

Final Thoughts

Deepfake technology is changing the way scams are carried out. As artificial intelligence becomes more advanced, fake videos will become increasingly realistic and more difficult to detect.

The most effective defence is not trying to spot every technical flaw, but developing safe habits. Always verify unexpected requests for money or sensitive information through an independent method, even if the person on screen looks and sounds genuine.

If a family member or friend receives a suspicious video call or message, encourage them to slow down, ask questions, and verify the request before taking any action. A few minutes of caution can prevent a devastating financial loss.