In today's digital world, the line between reality and deception has become increasingly blurred, with cybercriminals leveraging cutting-edge AI technologies to exploit our trust and interest in celebrities. As we continue to engage with the internet in unprecedented ways, McAfee's 2024 Celebrity Hacker Hotlist sheds light on a growing threat -- online scams using the identities of our favorite stars.

At the forefront of McAfee's latest list is Scarlett Johansson, a renowned actress, recognized for her roles in Marvel's Black Widow and Lost in Translation. However, this time, Johansson isn't making headlines for a movie -- she's ranked as the U.S. celebrity whose name is most frequently used in online scams. Her likeness has been used in AI-generated deepfakes, from unauthorized ads to fake endorsements, creating a major risk for unsuspecting fans. The list doesn't stop with Johansson. Celebrities like Kylie Jenner, Taylor Swift, and Tom Hanks also find themselves in the top 10, with hackers exploiting their images, voices, and reputations to deceive internet users. Whether it's for fake giveaways, cryptocurrency scams, tickets to high-demand concerts, free downloads, or disinformation campaigns, these stars are unwilling participants in the cybercrime ecosystem.

McAfee's Threat Research Labs Team compiled the Celebrity Hacker Hotlist by identifying the celebrities - including social media influencers - whose names and likenesses are most often exploited to lead consumers to online scams. This ranges from the purchase of fake goods or services that then steal your money or bank details to social media or email scams that convince consumers to click a risky link that unknowingly installs malware. All of these scams jeopardize consumers' data, privacy, and identity.

The top ten list includes a combination of longtime talent and more recently well-known names from various fields, showcasing their potential influence on consumers of all generations:

The advent of AI has revolutionized many industries, but it's also given cybercriminals a powerful new tool: the deepfake. In addition to phishing scams and links containing malware that exploit the popularity and reputation of celebrities and deceive their fans, these highly realistic video or audio clips can mimic the likeness of a person, making it nearly impossible to tell whether the content is real or fake. Deepfakes of celebrities are now being used to promote fraudulent products, steal personal information, and trick people into downloading malware. Imagine watching a video of your favorite star endorsing a new product, only to find out later it wasn't them at all. This is no longer a distant possibility but a reality many fans face as scammers get better at crafting fake content. In fact, some of these AI-generated videos are so convincing that even the savviest of internet users can fall for them.

For instance, Tom Hanks' image was manipulated to promote dubious "miracle cures," while Taylor Swift's likeness has been used in fake political endorsements. Johnny Depp and Kylie Jenner's names have been used by scammers in fake cryptocurrency giveaways, luring fans to engage with risky websites or phishing scams.

While these scams primarily aim to steal money or personal data from consumers, the effects are far-reaching. For fans, the consequences can be devastating, with financial losses ranging from a few hundred dollars to over half a million. In addition to the financial risks, victims often feel violated after engaging with fraudulent content. For celebrities, these scams can have a serious impact on their public image and brand. Many stars, including Johansson, have taken a firm stand against the unauthorized use of their images in AI-generated content. As Johansson has publicly expressed, it's not just about personal privacy but about the broader implications of AI and the need for accountability in the tech world.

As AI becomes more accessible, these scams are only expected to rise. To combat this growing issue, McAfee recently introduced a powerful combination of educational resources and advanced, AI-powered technology: McAfee Deepfake Detector, the world's first automatic and AI-powered deepfake detector, and the McAfee Smart AI™ Hub, a go-to online space for the latest in AI security knowledge and news. Here are some practical tips to protect yourself from AI-generated scams:

In 2024, staying safe online means being aware of the rapidly evolving landscape of AI and cybercrime. Scammers are getting better at mimicking trusted names like Scarlett Johansson, Kylie Jenner, and Johnny Depp to deceive fans. With AI-powered tools like deepfake detectors and informed vigilance, we can reduce the risk of falling victim to these digital traps. Stay informed, stay cautious, and always think twice before clicking on a too-good-to-be-true celebrity endorsement. For more information about McAfee's 2024 Celebrity Hacker Hotlist and ways to protect yourself, visit https://www.mcafee.ai

The study was conducted by McAfee® threat intelligence researchers to determine the number of risky sites and amount of misleading content generated by searching a celebrity name with commonly used terms. A risk score was calculated for each celebrity using a combination of McAfee WebAdvisor results and an analysis of known deepfakes recorded between January 1 to September 15, 2024. McAfee's WebAdvisor browser extension leverages McAfee's technology to protect users from malicious websites and, when turned on, rates nearly every internet website it finds, using red, yellow and green icons to indicate the website's risk level and blocking access to or warning a user if they click on a malicious or risky URL link. Ratings are created by using patented advanced technology to conduct automated website tests and works with Chrome, Edge, Safari, and Firefox.