Brazilian Scammers Use Gisele Bündchen Deepfakes for Fraud

Post by : Monika

Brazilian authorities recently uncovered a major online scam that involved using fake videos of supermodel Gisele Bündchen on Instagram. The scammers used artificial intelligence (AI) technology to create realistic-looking deepfake videos of Bündchen promoting products. These videos were then shared as advertisements to trick people into paying for products that never arrived.

This case is one of the first major examples in Brazil where AI and deepfake technology were used for large-scale fraud. The scheme affected hundreds, if not thousands, of people, who lost money to these scams. The authorities have now arrested four suspects and are continuing to investigate the operation.

How the Scam Operated

The scammers created deepfake videos of Gisele Bündchen endorsing various products, mainly cosmetics and luxury items. They made the videos appear realistic, using high-quality AI technology that mimicked Bündchen’s voice and facial expressions.

These videos were posted on Instagram and shared widely through targeted ads. The ads promised users free or discounted items, such as luggage, beauty products, or skincare items, in exchange for a small shipping fee. In most cases, the fee was less than $20.

Victims who clicked on the ads were taken to fake websites that looked professional and trustworthy. They were instructed to pay a small fee to claim the product. However, once the payment was made, the product never arrived, and the scammers disappeared.

The scheme was highly effective because people trusted the celebrity endorsement. By using Bündchen’s image, the scammers made their ads appear legitimate and convincing.

Scale of the Fraud

The investigation revealed that the scammers had earned millions of reais from unsuspecting victims across Brazil. According to Brazil’s federal anti-money laundering agency, COAF, more than 20 million reais (around $3.9 million) were linked to suspicious accounts used in the scam.

Authorities also discovered that the group had created similar deepfake campaigns using other celebrities and fake betting platforms. This indicated that the operation was well-organized and extensive, targeting people in multiple states in Brazil.

The victims were mostly ordinary people who believed the ads because they appeared professional and were supported by a recognizable celebrity. Many of them reported losing small amounts of money, which made it harder for authorities to detect the scam early.

Investigation and Arrests

The scam was uncovered after a victim reported suspicious activity linked to an Instagram ad featuring Gisele Bündchen. Brazilian police launched a nationwide investigation to track the source of the deepfake videos and the bank accounts used to collect payments.

The investigation involved cooperation between multiple law enforcement agencies, including the federal police and COAF. They traced the scam to four main suspects, who were arrested and charged. Their assets were frozen across five states, preventing them from using or transferring the stolen funds.

Authorities also warned that this type of crime could have severe legal consequences, including charges related to fraud, money laundering, and the use of AI for criminal purposes.

Legal Context in Brazil

In June 2025, Brazil’s Supreme Court made a ruling that significantly affects social media platforms. According to the decision, platforms like Instagram can be held responsible for fraudulent ads posted by users if they fail to remove the content quickly. This applies even if the platform has not received a court order to remove the content.

This ruling has increased pressure on companies like Meta, the parent company of Instagram, to monitor and remove misleading ads proactively. Platforms are expected to have systems in place to detect scams and prevent fraud from spreading.

Meta stated that it prohibits deceptive ads that use public figures without consent. The company also has trained review teams and automated systems to detect and remove content that violates its policies. Users can report suspicious ads to Meta, which helps the company identify potential scams more quickly.

Reactions from Celebrities and Public Figures

Gisele Bündchen’s representatives have publicly warned consumers about scams using her image. They advised people to be cautious of unusual discounts or promotions on social media platforms. Bündchen’s team emphasized the importance of verifying offers through official channels, such as her verified Instagram account or official brand websites.

Experts in cybersecurity and social media safety have also urged users to be skeptical of online ads that seem too good to be true. They advise people to check for the authenticity of any promotion, avoid clicking suspicious links, and report potential scams to authorities.

The Role of AI and Deepfakes

Deepfake technology uses AI to manipulate images and videos, creating realistic but fake content. In this scam, deepfakes allowed criminals to simulate Gisele Bündchen’s face and voice, making their ads highly convincing.

The rise of deepfakes has created new challenges for law enforcement, social media companies, and the public. While deepfakes have legitimate uses in entertainment, education, and media, they can also be used for fraud, misinformation, and harassment.

This case highlights the need for better awareness, detection tools, and regulations to prevent deepfakes from being misused.

Impact on Social Media Users

The scam serves as a warning for social media users everywhere. People should avoid making quick payments to online ads, even if they feature well-known celebrities. Scammers often exploit trust in celebrities to gain credibility and trick people into sending money.

Users are encouraged to:

• Verify offers through official websites or verified social media accounts.
• Avoid sharing personal or financial information on suspicious sites.
• Report scams immediately to platforms like Instagram and local authorities.
• Being vigilant and cautious online can help prevent losses and reduce the success of fraudulent operations.

The Bigger Picture

This case is part of a larger trend of cybercrime using advanced technology. Criminals worldwide are increasingly using AI, deepfakes, and other tools to conduct scams, defraud victims, and launder money.

Brazilian authorities are now working to strengthen laws, regulations, and enforcement against technology-based crimes. This includes improving the monitoring of social media platforms and providing public education about digital fraud.

Social media companies also face growing pressure to implement effective systems for identifying and removing fraudulent content quickly. They are exploring AI-powered tools, human review teams, and partnerships with law enforcement to combat scams more effectively.

Lessons Learned

• The Gisele Bündchen deepfake scam offers several lessons for the public and authorities:
• Technology Can Be Misused: While AI offers benefits, it can also be exploited for fraud. Awareness and caution are key.
• Verify Before Trusting: Always check the authenticity of online promotions or celebrity endorsements.
• Report Suspicious Activity: Reporting scams helps authorities track criminals and prevent further fraud.
• Social Media Responsibility: Platforms must actively monitor content and remove deceptive ads quickly.

The scam has shown how innovative criminal methods can threaten millions of people, even when the amounts stolen seem small individually. It also underscores the importance of public awareness and responsible technology use.

The recent Brazilian deepfake scam using Gisele Bündchen’s image demonstrates the growing threats of AI-based fraud. Scammers can now create highly convincing fake content, making it difficult for people to distinguish between real and fake.

Authorities have arrested four suspects and frozen their assets, but the case highlights the need for continued vigilance, education, and technological safeguards. Social media users must remain careful, platforms must improve monitoring, and governments need to develop stronger laws to tackle these crimes.

As technology continues to evolve, similar scams may become more sophisticated. Awareness, caution, and proactive measures are crucial to protect people from falling victim to digital fraud in the age of AI.

This case also emphasizes the broader societal challenge: balancing innovation and safety. While AI and deepfakes offer exciting possibilities, they can also be misused. Brazil’s experience may serve as a lesson for countries worldwide on the importance of preparing for technology-enabled crimes.