Piers Morgan and Oprah Winfrey Become the Faces of Innovation
Prominent figures, including Piers Morgan, Nigella Lawson, and Oprah Winfrey, have condemned the use of AI-generated deepfake online advertisements falsely suggesting their endorsement of a US influencer’s self-help course. The adverts promoted Wesley “Billion Dollar” Virgin’s “Genie Script,” a central element of a manifestation course priced at $37 (£29). Virgin, a self-described motivational coach with 1.1 million Instagram followers and a claimed net worth of $40 million utilizes the Genie Script as a tool for life transformation.
The controversial advertisements combine pseudo-science, conspiracy theories, and the manipulation of celebrity likenesses to attract individuals seeking empowerment. Deepfake technology overlays real footage with AI-generated impersonations of celebrity voices, creating a deceptive illusion of endorsements. For instance, an advert featuring Nigella Lawson used an AI-generated voice to falsely attribute her success to Wesley Virgin’s guidance, claiming he revealed a hidden Bible page at an exclusive party.
Piers Morgan was similarly misrepresented in an advert using excerpts from “Piers Morgan Uncensored,” where an altered voice promoted a “lost old scripture” as a key to wealth and success. The real Piers Morgan expressed concern over the misuse of public figures through deepfake AI manipulations, emphasizing the potential harm to unsuspecting consumers who believe in the authenticity of celebrity endorsements.
These misleading ads, posted on YouTube, have since been taken down. YouTube stated that it has long prohibited using manipulated media, including deepfakes, to deceive users. However, as technology evolves, detecting these fake audio and video materials becomes increasingly challenging. A digital forensics expert, Prof Hany Farid, noted that the videos were “clearly deepfakes” and highlighted the rapid advancement of technology in creating more convincing forgeries.
Another deepfake featuring Oprah Winfrey was discovered on Meta platforms Facebook and Instagram. In this instance, AI-generated dialogue accompanied genuine footage, falsely presenting Oprah endorsing Virgin’s product. A spokesperson for the real Oprah clarified that she had no association with Wesley Virgin’s offering.
The incident underscores the ethical concerns surrounding deepfake technology and its potential for misinformation and financial exploitation. The use of celebrity likenesses without consent raises alarms about the need for stronger safeguards against the misuse of AI-generated content in advertising and online platforms.
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