AI-Generated Deepfakes Used in Fraudulent Celebrity Endorsements in Serbia

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Serbian celebrities, including actor Andrija Milošević and singer Džejla Ramović, were victims of scams where their likenesses and voices were generated by AI without consent for deceptive online advertisements. Both publicly warned followers and sought legal action to combat the unauthorized use of their identities.[AI generated]

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

An AI system is explicitly mentioned as being used to create or manipulate the actor's likeness for deceptive promotion, which constitutes misuse of AI technology. The harm is realized as a fraudulent act and violation of the actor's rights, causing reputational damage and misleading the public. Therefore, this qualifies as an AI Incident because the AI system's use has directly led to harm through unauthorized and deceptive use of the actor's image.[AI generated]
AI principles
Privacy & data governanceTransparency & explainability
Industries
Media, social platforms, and marketing
Affected stakeholders
Other
Harm types
Reputational
Severity
AI incident
AI system task:
Content generation

Articles about this incident or hazard

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Andrija Milošević žrtva prevare, hitno se oglasio

2026-02-18
NOVA portal
Why's our monitor labelling this an incident or hazard?
An AI system is explicitly mentioned as being used to create or manipulate the actor's likeness for deceptive promotion, which constitutes misuse of AI technology. The harm is realized as a fraudulent act and violation of the actor's rights, causing reputational damage and misleading the public. Therefore, this qualifies as an AI Incident because the AI system's use has directly led to harm through unauthorized and deceptive use of the actor's image.
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Hitno oglašavanje Andrije Miloševića! Glumac žrtva velike prevare, uključio i advokata: "Molim vas..."

2026-02-18
Telegraf.rs
Why's our monitor labelling this an incident or hazard?
The article explicitly states that AI was used to generate the likeness and voice of the individuals without their consent, which is a misuse of AI technology causing harm to their personal rights and potentially misleading the public. The harm is direct and realized, as the victims have been defrauded and their identities exploited. This fits the definition of an AI Incident because the AI system's use has directly led to violations of rights and harm to the individuals involved.
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Hitno oglašavanje Andrije Miloševića: Glumac žrtva velike prevare, u sve uključio i advokata

2026-02-18
Mondo Portal
Why's our monitor labelling this an incident or hazard?
The use of AI-generated voice without consent to create a false advertisement involving a public figure is a direct misuse of AI technology causing harm to the person's rights and reputation. This constitutes an AI Incident because the AI system's use has directly led to harm through unauthorized identity and voice replication, which is a violation of personal rights and possibly intellectual property rights.
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Andrija Milošević žrtva prevare, uključio i advokata: Nemam nikakve veze sa tim

2026-02-18
Cafe del Montenegro
Why's our monitor labelling this an incident or hazard?
The article explicitly states that AI is used to generate the likeness of Andrija Milošević for a scam, which constitutes a violation of his rights and causes harm through fraud. The harm is realized as the scam is active and misleading people. Therefore, this qualifies as an AI Incident due to the direct harm caused by the AI system's misuse in generating fraudulent content.
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Andrija Milošević žrtva prevare: Klasična prevara, nemam ništa s tim

2026-02-18
Dnevne novine Dan
Why's our monitor labelling this an incident or hazard?
The article explicitly mentions the use of AI to create a fake likeness of the actor for unauthorized promotion, which is a misuse of AI technology causing reputational and possibly financial harm. This fits the definition of an AI Incident because the AI system's use has directly led to harm (fraud and violation of rights).