Deepfake videos are spreading across TikTok and Instagram, using AI-generated faces and voices to promote products that are fake, misleading, or too good to be true. A deepfake is audio or video that is digitally manipulated using artificial intelligence to make it appear as if someone said or did something they did not actually do.
These videos are designed to resemble casual podcast clips or product reviews, making them nearly impossible to distinguish from genuine recommendations. Cybersecurity company NordVPN analyzed how this deceptive technology is being used on platforms like TikTok and Instagram, and what consumers can do to protect themselves.
“Deepfake scams used to focus on impersonating celebrities to promote cryptocurrencies and investment plans, but now they are targeting everyday shoppers with fake testimonials for skin care and consumer products,” said Marijus Briedis, chief technology officer at NordVPN. “These videos are designed to feel familiar and trustworthy, and that’s exactly what’s dangerous about them.”
How deepfake promotion works
These videos have evolved to mimic the format of podcasts, interviews, and product reviews. Rather than relying on obvious celebrity endorsements or flashy sales pitches, AI-generated faces and voices are displayed in a gentle, conversation-like environment. The result is content that feels like a genuine recommendation rather than an ad, and your audience is much more likely to trust it, click through, and make a purchase.
A casual, conversational recommendation is much less likely to arouse suspicion, even if the person making it is not present. While the products themselves may not necessarily be harmful, claims about them are greatly exaggerated, with AI-generated voices calling them “life-changing” or “the only products you need.”
These videos are often supported by fake or moderated comments underneath them. Accounts claim dramatic results, praise customer service, or encourage others to buy a product before it sells out. The combination of compelling videos and enthusiastic comments creates a false loop of trust that is difficult for regular users to see through.
“There are some warning signs to look out for: sudden changes in accent or tone, unnatural facial expressions, and vague claims without reliable sources should all raise suspicion,” Briedis says. “We observed a particularly convincing deepfake promoting Korean skincare on TikTok, which managed to avoid being labeled as AI-generated because a real human introduced the clip.”
Videos should be treated with extreme caution if they create a sense of urgency, promise unrealistic results, or impede independent research.
Platforms like TikTok are under increasing pressure to act as these deceptive promotions blend entertainment and advertising into a single experience. Without stronger detection tools and clear labeling of AI-generated content, deepfake-driven marketing risks becoming a normal part of online shopping.
From the comments on these videos, it’s clear that while some users believe the content is AI-generated, many legitimate shoppers are misled.
How to stay safe
Before purchasing through the TikTok Shop, check the seller’s profile, ratings, and refund policy. If a product does not meet expectations, TikTok’s buyer protection allows customers to request a refund directly through the platform.
Some creators are already contributing to raising awareness. The example below details how a user can determine that a product recommendation video is generated by AI.
“Videos that pressure you to make an immediate purchase or promise life-changing results should be treated with caution,” Briedis says. “Before you buy, look for independent reviews about the product and read the comments to see if real users have raised concerns.”
If you believe you have been misled by a deepfake promotion, please report the content to the platform so it can be reviewed and removed. If you clicked to an external website, shared your payment details outside of a trusted platform, or did not receive your order, contact your bank or payment provider immediately and change the password on any account that may have been compromised.
Keep records of transactions, videos, and communications, and report the incident to the FBI’s Internet Crime Complaint Center. Paying with a credit card also provides greater financial protection than using a debit card.
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