Martin Lewis said he was left feeling "sick" by an online scam video featuring a realistic computer-generated likeness of him.
Consumer finance expert Lewis said it was "weird and pretty frightening" to have his face and voice imitated.In the advert - which appeared on Facebook - a fake likeness of Lewis encourages people to sign up for what is claimed to be an Elon Musk-backed project, calling it "legit" and a "great investment".
"This is the first deepfake I've seen with me in it… it's already difficult enough to persuade people [about scams]. The capability to recreate a person's likeness has been around for a number of years, but there are concerns that rapid advancement in machine learning could increase the power and availability of the technology.
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