Amid the devastation of the Los Angeles County wildfires – scorching an space twice the dimensions of Manhattan – McAfee menace researchers have recognized and verified an increase in AI-generated deepfakes and misinformation, together with startling however false photographs of the Hollywood signal engulfed in flames.
Debunking the Myth: Hollywood Sign Safe Amid Wildfire Rumors on Social Media
Social media and native broadcast information have been flooded with misleading photographs claiming the Hollywood signal is engulfed in flames, with many individuals alleging that the long-lasting landmark is “surrounded by fire.”
Figure 1. AI-generated picture shared on Facebook on January ninth, 2025.
Fact examine: The Hollywood signal remains to be standing and is undamaged. A dwell feed of the Hollywood signal clearly reveals the signal just isn’t presently in hurt’s manner or engulfed in flames.
Figure 2: Live view of the Hollywood signal taken at 3.29 PT on Friday, January tenth 2025.
McAfee researchers have examined dozens of photographs shared throughout X, Facebook, Tik Tok and Instagram, and have verified these are certainly AI-generated photographs and movies. In addition to evaluation from our personal menace researchers, McAfee’s picture deepfake detection expertise has flagged photographs proven right here (and plenty of extra) of the Hollywood Hills as AI-generated, with the hearth serving as a key think about its evaluation.
McAfee’s investigation traced lots of the photographs again to Gemini, an AI-based picture technology platform. This discovering underscores the rising sophistication of faux picture synthesis, the place faux photographs and movies will be created in mere seconds, however will be unfold to greater than one million views in simply 24 hours, reminiscent of is the case with the social put up shared on Facebook beneath.
Figure 3: Screenshot of deepfake video of Hollywood signal on hearth. This video was found on Facebook and had already achieved 1.3 million views in 24 hours.
McAfee CTO, Steve Grobman states, “AI tools have supercharged the spread of disinformation and misinformation, enabling false content—like recent fake images of the Hollywood sign engulfed in flames—to circulate at unprecedented speed. This makes it critical for social media users to keep their guard up, approach viral posts with skepticism, and verify sources to distinguish fact from fiction.”
Figure 4. McAfee’s superior AI fashions identifies photographs which have been modified or created utilizing AI. The heatmap depicts areas which have been used to establish and make sure AI-usage.
When Social Media Fans the Flames of Misinformation
AI-generated nonetheless photographs are extremely simple to provide. In lower than a minute, we have been in a position to produce a convincing picture of the Hollywood Hills signal on hearth without spending a dime with AI picture producing Android app (we’ve got not revealed these photographs, solely these discovered on social media). Many of those apps exist to select from. Some do filter for violent and different objectionable content material. However, photographs just like the Hollywood Hills signal on hearth, fall exterior of regular guardrails. Additionally, the enterprise mannequin of many of those apps embody free credit as a trial, making it fast and simple to create and share. AI picture technology is a broadly obtainable and simply accessible software utilized in many misinformation campaigns.
See beneath for extra examples:
Figure 5. Examples on Instagram.
Upon nearer inspection, some photographs had watermark photographs clearly labeled from Generative AI instruments reminiscent of Grok. And whereas this is perhaps an apparent telltale signal for some individuals, there are various others who will not be accustomed to or acknowledge such watermarks.
Figure 6. The Grok watermark is clearly seen within the picture above.
How to Identify a Deepfake
There are a number of easy steps which you could take to identify a faux. We advocate a mix of wholesome skepticism and consciousness mixed with the best expertise, reminiscent of McAfee Deepfake Detector.
While not all AI is malicious or ‘bad’, this expertise is often utilized by dangerous actors for malicious intent in the case of deepfake scams, misinformation and disinformation. While the deepfakes outlined right here seem like with out malicious intent – aside from to misinform social media customers – we may count on these to evolve the place scammers create comparable deepfakes as a part of faux donation scams, and so we advise everybody to remain vigilant and be taught extra on the best way to spot deepfakes on-line:
- Consider who did the posting. Verify who posted the content material. If it’s a buddy, did they repost it? Who was the unique poster? Could it’s a bot or a bogus account? How lengthy has the account been lively? What form of different posts have popped up on it? If a company posted it, look it up on-line. Does it appear respected? This little bit of detective work may not present a definitive reply, however it may let you recognize if one thing appears fishy.
- Seek one other supply. Whether they goal to unfold disinformation, commit fraud, or rile up feelings, malicious deepfakes attempt to go themselves off as official. Consider a video clip that appears prefer it received recorded at a press convention. The determine behind the rostrum says some outrageous issues. Did that actually occur? Consult different established and revered sources. If they’re not reporting on it, you’re probably coping with a deepfake.
- Zoom in. An in depth have a look at deepfake pictures or movies usually reveals inconsistencies and flat-out oddities. This may come within the type of six fingers on one hand, or maybe the pores and skin appears too clean or there’s one thing unusual with the smile – these are all telltale indicators.
- Practice wholesome skepticism. Always: With AI instruments bettering so shortly, we are able to not take issues at face worth. Malicious deepfakes look to deceive, defraud, and disinform. And the individuals who create them hope you’ll devour their content material in a single, unthinking gulp. Scrutiny is vital right now. Fact-checking a should, significantly as deepfakes look sharper and sharper because the expertise evolves.
Plenty of deepfakes can lure you into sketchy corners of the web. Places the place malware and phishing websites take root. Consider utilizing complete on-line safety software program with McAfee+ and McAfee Deepfake Detector to maintain protected. In addition to a number of options that defend your gadgets, privateness, and identification, they’ll warn you of unsafe websites too.