Deepfake scams have evolved from niche cybercrimes into one of the fastest-growing forms of financial fraud. Reported incidents surged by 982.14% in 2025, while people in the U.S. lost an estimated $893 million to AI-driven fraud over the past year, according to a recent report from BrokerChooser.
Celebrity impersonations have emerged as one of the most effective tactics. The report found that fake videos and images of well-known public figures were involved in 52% of all reported deepfake incidents in 2025, with “celeb-baiting” scams responsible for an estimated $1.13 billion in global losses. Fraudsters commonly use AI-generated endorsements to promote fake investment platforms, cryptocurrency schemes and other financial products, capitalizing on consumers’ trust in familiar faces.
See also: Could that new hire be a deepfake? These pros say the risk is growing
Though deepfake scams are rising, awareness is low
Despite the rapid rise of these scams, public awareness remains relatively low. Nearly two-fifths of Americans (37%) say they have little to no understanding of deepfakes, leaving many vulnerable to increasingly convincing AI-generated content.
The findings highlight another growing cyber risk to monitor. As AI-powered scams become more sophisticated, employers may see continued impacts across cyber, identity theft and fraud-related claims while also playing an important role in educating employees about emerging threats.
Here are the celebrities most frequently targeted by deepfake scammers, according to BrokerChooser’s data.
10. Mark Zuckerberg (tie)
Share of total deepfake reports: 1.4%
10. Barack Obama (tie)
Share of total deepfake reports: 1.4%
9. Kanye West
Share of total deepfake reports: 1.86%
7. Kamala Harris (tie)
Share of total deepfake reports: 1.94%
7. Joe Biden (tie)
Share of total deepfake reports: 1.94%
6. Tom Cruise
Share of total deepfake reports: 2.10%
5. Scarlett Johansson
Share of total deepfake reports: 3.01%
4. Taylor Swift
Share of total deepfake reports: 3.03%
3. Brad Pitt
Share of total deepfake reports: 3.26%
2. Elon Musk
Share of total deepfake reports: 10.49%
1. Donald Trump
Share of total deepfake reports: 19.58%
