ITV's Martin Lewis said he's "viscerally angry" after discovering criminals have been using an AI-generated version of him to scam people.
The Money Saving Expert's face has been 'deep-faked' to promote a fake 'Elon Musk investment' on Facebook.
A chilling new clip appears to show the Money Saving Expert promoting an investment app on breakfast TV - but it is in fact the result of a clever AI scam, which is using the latest technology to mimic his face and voice.
Martin, 51, appeared on Good Morning Britain on Friday to warn people about the fake video and shared his hurt and anger towards the criminals who used his image.
"This is a deep fake they put together," he reminded viewers. "We're not quite sure of the exact technology. This is going around on Facebook at the moment. And this, as far as I know, is the first deep fake scam advert that we've seen. It's certainly the first with me and it's an absolutely terrifying development."
He said that the technology will only continue to get better and the "interview we're doing now" will most likely be "manipulated" into another scam in the future.
"That's the stage we're in. Now what you have to look at, and I am viscerally angry about this. People watching know I've been campaigning for proper regulation of scam adverts for years. It was 2017 when they proliferated, it was 2018 when I sued Facebook, it was 2019 when I got a 3 million settlement to charity from Facebook and t was also 2019 when we first heard of online harm and online safety bill that still has not been put into place."
He said that it is currently still an "absolute Wild West on social media and other big tech advertising platforms that allow scammers to get away with impunity."
Martin told viewers: "And what I want everybody watching to remember, every time you see one of those adverts, one of the big tech firms is being paid to promote that advert. And these destroy vulnerable people and many non-vulnerable people's lives once you get scammed.
"The impact on your mental health and self-esteem is huge with many people.
Speaking to hosts Ben Shephard and Kate Garraway, he added: "We are in a dangerous dystopian future and nothing is being done to protect people. It's an absolute Sham."
After warning viewers about the scam and discussing the lack of rules and regulations, host Ben reminded fans at home he has "nothing to do with any investment scheme".
* Follow Mirror Celebs on Snapchat, Instagram, Twitter and Facebook.
