Martin Lewis has issued an urgent warning to fans after he became the latest target of a 'deepfake' video.
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.
Anyone who falls for the fabricated video can expect to be among the three million Brits per year who lose their hard-earned money to fraud.
While Martin has been a repeated target of online fraudsters using his image to promote fake get-rich-quick-schemes, he claimed this is the first time he has ever seen himself used in a deepfake scam video - and described the experience as "frightening".
He wrote on Twitter: "WARNING. THIS IS A SCAM BY CRIMINALS TRYING TO STEAL MONEY. PLS SHARE.
"This is frightening, it's the first deep fake video scam I've seen with me in it. Govt & regulators must step up to stop big tech publishing such dangerous fakes. People'll lose money and it'll ruin lives."
In a blog post on his Money Saving Expert website, Martin revealed he had contacted Twitter to tell them about the scam - and is currently waiting to hear back.
It is not clear which social media network the video was uploaded to before it was sent to him by a follower on Twitter.
He asked that anyone who sees the video being shared should "tell the poster this is a scam and it is a fake video of Martin".
Martin Lewis never promotes investments, according to his website.
His blog adds: "If you do get a message similar to the one described in the post, don't engage with it, as it may be trying to trick you into handing over information. Make sure to report it to Action Fraud on 0300 123 2040."
