When the Face You Trust Is Fake: Why Deepfakes & AI-Driven Scams Are a Real Threat

Fri Dec 12 2025
When the Face You Trust Is Fake: Why Deepfakes & AI-Driven Scams Are a Real Threat

In the age of AI, scams are no longer the crude, obvious messages from strangers — they can look, sound, and feel utterly believable. Lately, there’s been a worrying rise in investment scams using deepfake videos, fake endorsements, and propaganda-style social-media adverts featuring familiar faces of well-known New Zealand public figures (like prominent business commentators, media personalities or even political leaders). These scams prey on trust, recognition, and urgency — and they can trick even cautious people into losing their savings.

Below, we explain how these scams work, what to watch out for, and what you can do if you (or a loved one) think you’ve been targeted.

🎯 How The Scams Work

Fake endorsements via deepfake videos or doctored images: Scammers use AI tools to create fake videos or images showing a public figure endorsing an investment opportunity. They may also run fake “news stories” or fabricated “media articles” that look real, complete with logos and formatting that mimic legitimate outlets.
Fake adverts on social media or contact via direct messages, email or phone calls: Those adverts or stories often promise high, fast, or guaranteed returns. They funnel people to a registration page or to closed-group messaging apps where the scam continues.
Investment “group chats” or broker-led pressure: Once you sign up, someone posing as a broker or “advisor” may contact you, encouraging a small “test” investment (for example, ~NZ$420), then pushing for larger deposits. When you try to withdraw or cash out — that’s when it becomes clear the money is gone.
Pump-and-dump tactics: In some cases, scammers use the scheme to manipulate share prices: create hype around a company, get people to invest, hype things up, then sell off before the market crashes — leaving victims with worthless shares.
Because of the realism that AI brings — convincing video, realistic branding, social-media friendly formats — these scams are harder than ever to spot.

🚨 What to Watch Out For / Red Flags

Be especially suspicious if you see or receive:

A social-media advertisement or “news article” seemingly endorsed by a public figure or politician, offering investment or retirement “opportunities”.
Pressure to “act fast” or “miss out” if you don’t invest soon.
Promises of high returns, guaranteed profits, or “low risk” — especially if the offer seems too good to be true.
Invitations into private groups (e.g. WhatsApp, Telegram) rather than a transparent, regulated investment platform.
Requests for an initial small payment, then rapid pressure for more money.
Requests to pay “fees” or “taxes” in order to withdraw — or problems when you try to withdraw funds.
Unregistered or unverified entities — companies or “brokers” that aren’t listed with official regulatory bodies.

✅ What to Do if You Think You’ve Been Scammed

If you suspect a scam — even if you aren’t 100% sure — take these steps:

Contact your bank immediately — ask if it’s possible to reverse the payment or block further transfers.
Disconnect and disconnect communication — stop engaging with the scammer. If you installed any software (like remote-access tools) or shared passwords, get your device checked by an IT professional.
Report the scam to the right authorities:
- Financial Markets Authority (FMA) — they’ve issued public warnings about deepfake-driven investment scams.
- Department of Internal Affairs (DIA) — forward suspicious emails or ads. Many scam calls/emails get forwarded to DIA.
- Netsafe — especially for online scams, phishing, or harassment.
Seek support if you’ve been affected — emotionally or financially. Victims of crime and scams can get free, confidential support from Victim Support. Their website: victimsupport.org.nz; phone 0800 VICTIM (0800 842 846).

📊 Why This Matters — The Big Picture in NZ

According to the latest data from the NCSC, cyber-enabled scams and fraud cost New Zealanders around NZ$1.6 billion in 2024.
A report by Netsafe and its partners showed that in 2024, scams drained over NZ$2.3 billion, with nearly 18% of New Zealanders directly affected — and 62% encountering scam attempts at least monthly.
Many victims never report what happened: under-reporting fuels the problem and helps scammers stay under the radar. Given how big the losses are — both in money and trust — it’s more important than ever for each of us to stay alert.

🛡️ How We Can Protect Ourselves in an Increasingly AI-Driven Online World

Always treat social-media adverts, flashy “investment opportunities”, or unsolicited messages with healthy scepticism — recognise that deepfakes and AI-generated content are now tools scammers use.
Do your homework: check that any firm or individual offering investments is registered with official regulators (like FMA) and is transparent about who they are.
Avoid entering private chat groups or transferring money to unknown or unverified entities — especially if pressure is involved.
Double-check everything: use phone numbers or contact details from official websites, not from the ad you saw. If possible, ring from a separate device or browser.
Talk about it: warn family, friends, whānau — especially those who might be vulnerable, lonely or less experienced online. Scams thrive on isolation and trust.

📝 Final Thoughts — A Friendly Reminder

Scammers are getting smarter. AI gives them tools that can imitate faces, voices, logos, and even entire “news outlets”. But the good news is — we can get smarter too. By staying alert, checking our sources, asking questions, and reporting anything questionable, we can protect ourselves and those around us.

If something doesn’t feel right — stop. Double-check. And when in doubt, look up the official contact details and call from there. A few minutes of caution can save thousands of dollars, and heaps of heartache.

Stay safe, stay sceptical — and take care of one another out there.

✅ Scam Safety Checklist: Spotting Deepfakes & Staying Safe Online

1. Red Flags to Watch For

🚩 “Too good to be true” returns or guaranteed profits

🚩 Ads or videos featuring famous Kiwis endorsing investments

🚩 Urgency or pressure to “act fast”

🚩 Being asked to move to WhatsApp/Telegram private groups

🚩 Trouble withdrawing your money, or sudden “fees” to access it

🚩 Companies or “brokers” not listed with the FMA

2. Quick Checks Before You Click

🔍 Google the company or offer (plus “scam”)

🔍 Look for odd spelling, weird URLs or low-quality logos