Ed Sheeran nears the end of his stralian and New Zealand tour dates for the global Loop tour, where social media buzz shows him visiting various local spots amid 17 performances. Gyms, wineries, mechanic shops, and more claim surprise drop-ins from the singer, but many images circulating online are AI-generated fakes designed to promote businesses.
The Rise of AI-Generated Celebrity Visits
Local businesses create realistic AI photos depicting Sheeran interacting with staff, sampling products, or even signing up for services. These posts mimic genuine celebrity endorsements, sparking both excitement and criticism.
Hairdresser Joins the Fun
Queensland hairdresser Lisa, owner of The House of York Hair Design, shared an AI image of Sheeran in her salon chair. “I jumped on the bandwagon for fun, but secretly hoped he’d stop by for a real haircut en route to stralia Zoo,” she stated. The post drew immediate messages from family, clients, and friends, highlighting the images’ convincing quality.
Grocer Celebrates with Creative Post
In Melbourne’s Hawthorn, The Fresh Feast grocery posted an AI photo of Sheeran meeting owner Chris. A spokesperson noted an “overwhelmingly positive” community response. “In-store energy soared, as customers expect celebrity visits. They recognized it as creative storytelling to celebrate our work,” the spokesperson added.
Mixed Reactions from Social Media Users
Even posts tagged #AI fooled many, prompting “no way” comments. Businesses omitting AI disclosures faced backlash. A Victorian winery’s image of Sheeran browsing wines drew complaints that it was “not a good look.” One commenter urged, “Manipulating fake pictures to promote businesses requires an AI tag.” Others vented frustration: “I don’t support exploiting artists with AI,” “Such a lame trend,” and “This is the worst kind of AI. Just gross.”
Lisa explained the deception’s ease: “Ed Sheeran’s humble, laid-back reputation makes pop-ins believable. Many thought it real, and I didn’t want to disappoint anyone.”
Government Urges Transparency in AI Use
The Department of Industry, Science and Resources issued guidelines last year, stressing clarity on AI content. “AI-generated material grows more realistic, complicating trust and enabling frd,” the department stated. Honesty fosters “accountability, reliability, and consumer trust,” potentially differentiating businesses from competitors.
