A recent study conducted by the Stanford Internet Observatory and National Public Radio (NPR) found that there are over 1,000 fake LinkedIn profiles active on the platform, which are created to draw users to a specific business and convince them to buy its products. Even after removing over 15 million fake accounts at the beginning of 2021, the company is still plagued by this crisis.
The artificial intelligence (AI) profiles will send a message to a user and eventually connect them with a real telemarketer to continue the discussion. These profiles have been utilized by more than 70 businesses as a marketing tool; the companies have confirmed that they employed outside agencies to spearhead their marketing campaigns, leading to the creation of AI-generated LinkedIn profiles. However, these businesses have denied that they agreed to the use of fake images, and researchers have yet to identify the true culprit.
However, there are a myriad of bot-generating companies that businesses can hire in hopes of generating more revenue. One of these is Renova Digital, which advertises itself as a “Full-service marketing agency offering LinkedIn lead generation services online.” For example, it promotes “LinkedIn social selling and talent acquisition done for you” and sells packages including bots and full avatar profiles for $1,300 per month for desperate buyers.
In response to NPR’s findings, senior manager for LinkedIn Leoanna Spilmann clarified the company’s terms and conditions. “Our policies make it clear that every LinkedIn profile must represent a real person,” she stated. “We are constantly updating our technical defenses to better identify fake profiles and remove them from our community, as we have in this case. At the end of the day, it’s all about making sure our members can connect with real people, and we’re focused on ensuring they have a safe environment to do just that.”
The companies who hired outside marketers did not engage in any illegal activity, but experts warn of the dangers of employing these tactics. Fake accounts have traditionally been utilized to spread propaganda and cause global chaos, most notably in Chinese and Russian disinformation campaigns.
In addition, this development highlights the dangers of AI deepfake technology, which is used to make realistic images and videos to create a false narrative. Researchers suggest that deepfakes are very believable and thus influential, and the ubiquity of fake social media accounts like those on LinkedIn exacerbate the dangers and effects of disinformation and fake news. However, since the growth in popularity of deep fakes beginning in 2017, the trend has vastly expanded, but many social media companies have failed to address the creation and distribution of deepfakes.
To spot a fake social media account, look carefully at the user’s profile picture. Fake accounts will typically contain irregularities such as uneven hair, a missing earring or even near-perfect facial features. Next, scan the credentials and job listings. AI-generated accounts usually have generic and vague job experience with brief descriptions. If a fake account is suspected, it can be reported directly through LinkedIn.
