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 a piece of audio or video that has been digitally manipulated using artificial intelligence to make someone appear to say or do something they never did.
These videos are designed to resemble casual podcast clips or product reviews, making them almost impossible to distinguish from genuine recommendations. The cybersecurity company NordVPN has 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 public figures to push crypto and investment schemes. Now, they are targeting everyday shoppers with fake endorsements for skincare, or consumer goods,” said Marijus Briedis, chief technology officer at NordVPN. “These videos are designed to feel familiar and trustworthy, which is exactly what makes them dangerous.”
How deepfake promotions work
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, they present AI-generated faces and voices in calm, conversational settings. The result is content that feels like a genuine recommendation, not an advertisement, which makes viewers far more likely to trust it and click through to buy.
A casual, conversational recommendation is far less likely to raise suspicion, even when the person making it never existed. The products themselves may not necessarily be harmful, but the claims made about them are wildly exaggerated, with AI-generated voices calling them “life-changing” or “the only product you’ll ever need.”
These videos are often supported by fake or coordinated comments underneath. Accounts claim dramatic results, praise customer service, or urge others to buy before the product sells out. The combination of a convincing video and enthusiastic comments creates a loop of false trust that is difficult for ordinary users to see through.
“There are several warning signs to watch for. Sudden changes in accent or tone, unnatural facial expressions, and vague claims without credible sources should all raise suspicion,” said Briedis. “We observed a particularly convincing deepfake promoting Korean skincare on TikTok. It managed to avoid being labeled as AI-generated because a real person introduced the clip.”
If a video creates urgency, promises unrealistic results, or discourages independent research, it should be treated with extreme caution.
Platforms like TikTok face growing pressure to act, as these deceptive promotions blend entertainment and advertising into a single experience. Without stronger detection tools and clearer labeling of AI-generated content, deepfake-driven marketing risks becoming a normal part of online shopping.
It is clear from the comments on these videos that while some users recognize the content as AI-generated, many legitimate shoppers are being misled.
Before making a purchase through TikTok Shop, review the seller’s profile, ratings, and refund policy. If the product does not meet expectations, TikTok’s buyer protection allows customers to request a refund directly through the platform.
“Any video that pressures you to buy immediately or promises life-changing results should be treated with caution,” added Briedis. “Before purchasing, look for independent reviews of the product and read through the comments to see whether real users are raising concerns.”
If you believe you have been misled by a deepfake promotion, report the content to the platform so it can be reviewed and removed. If you clicked through to an external website, shared payment details outside of a trusted platform, or never received your order, contact your bank or payment provider immediately and change passwords on any accounts that may have been compromised.
Keep records of the transaction, the video, and any communication, and report the incident to the Canadian Anti-Fraud Centre. Paying with a credit card also offers stronger financial protections than using a debit card.