How Would You Solve the Case of the AI Imposter?

ON A BUSY CORNER of a fast-growing downtown district was Lumen & Lane, a trend-focused jewelry store known for curating modern styles.

One morning, the store manager, Maya, unlocked the doors and immediately sensed something was off. A line of customers, more than she had ever seen waiting before opening, stretched down the sidewalk.

Maya opened the doors and was immediately approached by a customer holding up a phone displaying a TikTok video. The woman on the screen was showcasing trendy diamond pieces in a room that looked suspiciously similar to Lumen & Lane’s showroom. She identified a set of pieces as “exclusive drops from Lumen & Lane,” each priced impossibly low. The comments scrolled endlessly, thousands of viewers tagging friends, praising the deals,
or expressing disbelief that they had never heard of this “incredible little boutique.”

The problem? None of the jewelry being showcased actually existed.

Maya watched the video, recognizing nothing — not the person, not the pieces. Before she could process what was happening, customers started coming in one after another, demanding products (that weren’t available) at prices they believed they had been promised. She tried to clarify that the pieces shown online didn’t belong to the store, but no one seemed to believe her.

A man stormed out after accusing the store of bait-and-switch tactics. A woman muttered while posting something as she left, her fingers moving quickly across her screen.

By the end of the day, the store’s online review pages were tanking.

On Google, one-star reviews filled the front page, calling the store dishonest, accusing it of false advertising, claiming customer service refused to honor the prices shown on TikTok. Yelp and Facebook echoed the same. Several comments linked to the influencer’s videos. She called herself Ava Jade and had over a million views.

Maya called an emergency meeting with Elena and Jordan, the store’s owners, and Darius, the marketing director. She showed them the videos. They watched in disbelief as Ava Jade held up iridescent opal rings, diamond bangles, large pendants and an assortment of earrings, none of which appeared anywhere in Lumen & Lane’s catalogs. The presentation was polished and convincing, as if the influencer had filmed inside a studio designed to mirror the store’s branding.

Ava Jade described the nonexistent jewelry as a limited-edition priced at a fraction of what real jewelry would cost. She tagged the store’s actual location and urged viewers to visit before the items sold out.

Darius dug into the account analytics. What he found was a profile that had no business email, no location, and no verifiable identity. Even the follower spikes looked artificially generated. As he examined the footage frame by frame, he spotted the subtle giveaways: micro-blinks that didn’t align with natural pacing, lighting reflections that behaved just slightly too perfectly, and background shadows that shifted in inconsistent ways. The videos were crafted to echo Lumen & Lane’s own brand aesthetic, making the deepfake appear as if it were genuine.

Customers continued to come into the store. When told the situation, some were sympathetic. Others were not. The narrative online was shifting, too. A local blogger had already written a post suggesting the videos were part of a viral marketing stunt gone wrong.

Elena and Jordan immediately began discussing contingencies. They talked about filing impersonation claims on the TikTok platform, but they require evidence, verification, and time … time the store didn’t have as its review scores plummeted.

They debated whether to issue a public statement or stay quiet to avoid amplifying the situation. They questioned whether the deepfake was created maliciously by a competitor or an opportunist exploiting the rising trend of AI-generated influencers.

Lumen & Lane’s reputation, years in the making, was unraveling in real time.

Angela C.
Atascadero, CA

I think the owner should definitely take the lead on this with press releases, TV news stories, and clever social media posts (with professional help). The store can also do an in-store event inviting customers and media to hear an explanation and enjoy the hospitality of the store. Get your customers mad with you because they will spread the word faster than one AI TikTok star can! As horrifying as this is, it really can be just a blip, and when you use it to bring your community together, it can have long lasting benefits. As far as legal steps go, a lawyer would best answer that.

Stacey H.
Lincolnwood, IL

I would start with a police report, to make it clear that this wasn’t my idea. Then launch a counter-campaign! I would call the local TV station and offer them an exclusive on the story. I would call the newspapers and try to use the momentum of the bad press to generate new good press, contact other “influencers “ and invite them to come in for a private tour of what you really do offer, and make friends with the new influencers by offering them extras if they bring you some new customers based on actual inventory. File a lawsuit against the deepfake for cease and desist, but ride the wave of publicity to new heights!

Eric L.
Allentown, PA

OMG, this is horrible. Is this something to call the police about? I would be very upfront with everyone and state that someone has posted this horrible lie. Then try to get a human at Google and explain what happened so they can remove all the negative reviews. I imagine this would take a lot of time. Let’s hope this doesn’t become a thing. This would be awful for any kind of business to endure.

David B.
Calgary, AB

The old saying that any publicity is good may be a hyperbole in this case. However, the next decade will be themed by a ‘search for truth’. This is where I would hit back hard and spend some serious cash in all platforms and traditional media to tell what went wrong. Quote sayings like, “If it’s too good to be true…” A full-scale pushback is needed. Take a look at Ahrefs of Semrush to search out the culprit. They may be able to find a footprint. Offer customers that came in due to the fake a nice gift card amount, even if they did not buy. Plan an advertising theme around fakes and how easy it is for someone to hurt their business. Contact Google to have reviews removed. There is a lot that can be done. It is a nightmare. The store has to hit back hard and quickly with a major amount of resources. Find the people responsible and show them what a baseball bat on the kneecaps can do.

Megan C.
Poulsbo, WA

This sounds like a nightmare that could happen to anyone! I’d put out an immediate response with a positive spin. “How flattering that we have grown such a following that an AI bot is trying to imitate us. Luckily, our loyal clients and friends know the difference. Please know that the recent posts and advertisements are not real, were not generated by us, and were put out without our permission or authority. Come see what we offer for yourself so you can see what’s real and what’s not!”

Marcus M.
Midland, TX

That’s it, folks … I told you! Skynet is taking over — the robots are coming!”