Artificial intelligence is making fraudulent celebrity endorsements increasingly difficult to spot, experts warn, as scammers use deepfake technology to trick consumers into purchasing unproven products.

A Lexington woman recently fell victim to the scheme after watching what appeared to be a video featuring Dr. Phil and Dr. Oz endorsing weight loss pills. Sandy Keene purchased $311 worth of sugar control pills from a company claiming to be GEX Corporation after believing the endorsement was authentic, according to a report from LEX 18 News.

When Keene tried to obtain a refund after the pills proved ineffective, the company denied selling the product. A legitimate U.S.-based GEX Corporation states on its website that it "has no affiliation whatsoever" with the supplement company selling the pills, which is registered in Brazil.

Dr. Serena Sullivan, an associate professor of cybersecurity at National University, said new technology is making fake endorsements more convincing than ever. Instead of generic scenarios, scammers now create videos showing celebrities using specific branded products.

Sullivan recommends consumers examine images carefully for telltale signs of AI manipulation, such as unnaturally long fingers, missing fingers, or inconsistent hand anatomy. The Better Business Bureau advises looking for choppy sentences, unnatural inflection, background sounds that don't match the speaker's location, unnatural blinking patterns, and changes in video quality.

Sullivan also suggests verifying celebrity endorsements through their official social media channels, where legitimate product partnerships are typically announced.

Dr. Phil has publicly addressed the problem of fake endorsements using his likeness. During a 2021 episode of his show, after his image was used to endorse CBD products, he stated: "Any marketing using my name or image is 100% dishonest."

Keene urged other consumers to thoroughly research products before purchasing. "If I had listened to my first instinct, I would have turned it off," she said.