Instagram and Facebook will soon run facial recognition technology to crack down on ads with deepfakes featuring celebrities.
Meta already utilizes an AI-powered ad review system to detect fake celebrity ads. Adding facial recognition technology would further enhance its capabilities in tracking down scam ads.
It works by comparing images from suspicious ads with the profile photos of celebrities on Facebook or Instagram. If there’s a match and the ad is identified as a scam, it will be automatically removed.
The company stated that the system is in early testing and is showing “promising results.” It will send in-app notifications to certain public figures targeted by these fraudulent scams.
In addition to combating scam ads, Meta also plans to use the new technology to help verify users’ identities and allow them to quickly regain access to their social media accounts if they get locked out.
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