For years, one of the simplest ways to avoid a scam was to ask a basic question:
“Do I trust the source?”
If the answer was yes, many people felt comfortable proceeding.
That approach is becoming increasingly difficult in the age of artificial intelligence.
The recent warning from News24 about deepfake videos impersonating financial journalists Maya Fisher-French and Bruce Whitfield highlights a growing challenge facing South Africans. Scammers are no longer just creating fake websites, fraudulent emails or impersonation accounts. They are now creating realistic videos and audio recordings that appear to feature trusted individuals delivering genuine advice.
The result is a dangerous new form of deception.
For consumers, investors and everyday South Africans, the question is no longer simply whether a person is trustworthy.
The question is whether the person you are seeing or hearing is even real.
What Happened?
News24 recently warned readers about fraudulent investment advertisements using artificial intelligence generated content that appeared to feature respected financial journalists Maya Fisher-French and Bruce Whitfield.
The advertisements promoted investment opportunities and financial products that had no connection to either journalist.
The videos were designed to look authentic. Familiar faces. Familiar voices. Familiar personalities.
To many viewers, there was little reason to suspect that anything was wrong.
That is precisely what makes deepfake technology so effective.
It does not create trust from scratch.
It steals trust that already exists.
Understanding Deepfakes
A deepfake is a piece of synthetic media created using artificial intelligence.
The technology can be used to manipulate or generate video, audio and images that closely resemble real people.
In some cases, a deepfake can replicate a person’s facial expressions, voice patterns and speaking style with remarkable accuracy.
What once required sophisticated technology and significant resources can now be achieved with tools that are becoming increasingly accessible.
That is good news for filmmakers, educators and content creators.
It is also good news for scammers.
As the technology becomes easier to use, criminals gain powerful new ways to manipulate trust.
Why Trusted Faces Are Being Targeted
Scammers have always understood the value of credibility.
In the past, they used fake logos.
Then they used fake websites.
Later, they hijacked social media accounts.
Today, they are targeting people.
The Maya Fisher-French and Bruce Whitfield case demonstrates an important shift.
These are not celebrities known primarily for entertainment. They are respected voices in South African finance and consumer education.
People trust them because they have spent years building credibility through accurate reporting, expert analysis and practical financial guidance.
Scammers recognise that trust.
Rather than creating their own credibility, they simply borrow someone else’s.
It is faster, easier and often more effective.
Why Investment Scams and Deepfakes Are a Dangerous Combination
Investment scams already rely heavily on psychology.
They often promise:
- Financial freedom
- Passive income
- Exclusive opportunities
- High returns with limited effort
These messages become far more persuasive when delivered by a familiar face.
Imagine seeing a respected financial journalist discussing a new investment opportunity.
A recommendation that appears genuine.
The person looks authentic.
The voice sounds correct.
The setting appears professional.
Many people will lower their guard before they ever begin evaluating the investment itself.
That is exactly what scammers are counting on.
The deepfake is not the scam.
The deepfake is the doorway to the scam.
The New Reality: Seeing Is Not Verifying
For decades, people relied on visual evidence.
A photograph provided proof.
A video demonstrated authenticity.
A recorded voice offered confirmation.
Artificial intelligence has fundamentally changed that equation.
Today, a convincing video should no longer be treated as verification.
Instead, it should be treated as information that requires verification.
This shift may feel uncomfortable, but it is increasingly necessary.
Trust can no longer be based solely on what appears on a screen.
It must be supported by independent confirmation.
How to Spot Potential Deepfake Scams
Deepfakes are becoming more sophisticated, but there are still warning signs worth watching for.
Unusual Investment Claims
Many deepfake scams promote unrealistic returns or exclusive opportunities.
Any investment promising guaranteed profits deserves scrutiny regardless of who appears to be endorsing it.
Pressure to Act Quickly
Urgency remains one of the most effective tools in a scammer’s arsenal.
If a video encourages immediate action, immediate registration or immediate payment, take a step back.
Links to Unknown Platforms
Legitimate financial institutions and media organisations use official channels.
Be cautious of advertisements directing you to unfamiliar websites or messaging platforms.
Lack of Independent Verification
If a trusted personality appears to be promoting a product or investment, check their official channels.
Is the same information available on their verified website, social media accounts or trusted publications?
If not, caution is warranted.
Why Verification Matters More Than Ever
The challenge facing consumers is not that trust has become impossible.
The challenge is that trust must now be earned differently.
Verification is becoming more important than familiarity.
A familiar face should encourage investigation, not replace it.
This applies beyond financial journalism.
Celebrities, business leaders, politicians and public figures are increasingly being impersonated through artificial intelligence.
As the technology improves, the number of targets will grow.
The safest approach is to assume that any extraordinary claim requires independent confirmation.
What This Means for South Africans
South Africa already faces significant levels of fraud, phishing and impersonation scams.
Artificial intelligence adds another layer of complexity.
The technology allows scammers to create content that feels more convincing than ever before.
At the same time, it challenges long-standing assumptions about what constitutes proof.
Consumers who understand this shift will be better positioned to protect themselves.
Those who continue to rely solely on appearances may find themselves increasingly vulnerable.
This is not about becoming suspicious of everything.
It is about becoming more deliberate about verification.
A Final Thought
The warning involving Maya Fisher-French and Bruce Whitfield is about more than two respected journalists.
It is a glimpse into the future of fraud.
Scammers do not need to break into your life. They wait for a trusted person, platform or institution to open the door for them.
Today, artificial intelligence allows them to manufacture that trust with remarkable precision.
That reality can feel unsettling.
But it also highlights the value of education.
At Scamtuition, the goal is to help people recognise evolving threats before they become victims.
The lesson from this case is simple.
Do not trust an investment because a familiar face appears to endorse it.
Trust it only after you have verified the facts independently.
In a world where technology can imitate almost anyone, verification is becoming one of the most valuable skills a person can possess.