AI Deepfakes Used in Fraudulent Scams Targeting Marcia Sensitiva in Brazil

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Brazilian psychic Marcia Sensitiva has been targeted by scammers using AI-generated deepfake videos to impersonate her and promote fraudulent 'soulmate portrait' services. The widespread misuse led to over 10,000 fake sites being taken down and police involvement to address the ongoing harm and deception.[AI generated]

Why's our monitor labelling this an incident or hazard?

The article explicitly mentions the use of AI (deepfake technology) to create manipulated videos impersonating Marcia Sensitiva, which are used by scammers to defraud people. This constitutes an AI Incident because the AI system's misuse has directly caused harm through fraud and deception, leading to legal action (involvement of the police). The harm is realized, not just potential, and involves violation of rights and harm to communities through scams.[AI generated]
AI principles
AccountabilityPrivacy & data governanceRespect of human rightsTransparency & explainabilitySafety
Industries
Media, social platforms, and marketingDigital security
Affected stakeholders
Consumers
Harm types
Economic/PropertyReputational
Severity
AI incident
Business function:
Marketing and advertisement
AI system task:
Content generation

Articles about this incident or hazard

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Marcia Sensitiva tem nome usado por golpista e vai parar na delegacia; entenda

2025-09-05
Terra
Why's our monitor labelling this an incident or hazard?
The article explicitly mentions the use of AI (deepfake technology) to create manipulated videos impersonating Marcia Sensitiva, which are used by scammers to defraud people. This constitutes an AI Incident because the AI system's misuse has directly caused harm through fraud and deception, leading to legal action (involvement of the police). The harm is realized, not just potential, and involves violation of rights and harm to communities through scams.
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Marcia Sensitiva tem nome usado por golpista e vai parar na delegacia; entenda

2025-09-05
Estadão
Why's our monitor labelling this an incident or hazard?
An AI system was used to impersonate a person and commit fraud, which constitutes harm to individuals (victims of the scam) and potentially communities. The use of AI directly led to the scam and subsequent police involvement, fulfilling the criteria for an AI Incident due to realized harm through deception and fraud.
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Marcia Sensitiva é vítima de golpe e vai parar na delegacia; entenda o caso

2025-09-05
Correio
Why's our monitor labelling this an incident or hazard?
The article describes a case where AI-generated deepfake videos were used maliciously to impersonate a person and perpetrate a scam, which led to real harm including deception of followers and legal involvement. The AI system's misuse directly caused harm to individuals and the victim's reputation, fitting the definition of an AI Incident due to violations of rights and harm to communities through fraudulent activity.
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Marcia Sensitiva expõe força-tarefa contra crimes: 'Mais de 10 mil' | iBahia

2025-09-04
iBahia
Why's our monitor labelling this an incident or hazard?
The article explicitly mentions the use of deepfake technology, which is an AI system generating synthetic videos that impersonate Marcia Sensitiva. The harms described include fraudulent impersonations and scams using her likeness, which constitute violations of rights and harm to the individual. The active takedown of thousands of fraudulent sites indicates ongoing harm caused by AI misuse. Therefore, this event meets the criteria for an AI Incident due to realized harm caused by AI-generated deepfakes.