Inside the Hollywood Deepfake Crisis

According to Loti AI, the company flagged roughly 290 million misuses of identity last year alone — including 8 million pieces of non-consensual adult content, 7 million deepfakes, and 400,000 celebrity impersonators.

Luke Arrigoni, CEO and founder of Loti AI, spent years in Hollywood watching celebrities' faces and voices get stolen for scams, fake endorsements, and impersonation accounts. Now his company scans the internet for exactly that — tracking a client's face and voice across platforms and working to remove fakes.

Who gets impersonated most? Arrigoni points to Keanu Reeves as one of the most impersonated people on Earth — fans are regularly targeted by scammers posing as him, often to run romance scams. For female celebrities, the biggest risk is non-consensual explicit content made with their likeness. For corporate CEOs, it's fabricated earnings calls.

Arrigoni's warning sign for spotting a scam: if someone claiming to be a celebrity tries to move the conversation off the platform you met them on, that's the moment to stop. His bigger point — for celebrities and everyday people alike — is that anyone's face and voice can now be used without consent, so judgment about what you post and where matters more than ever.