Yesterday, our sister site GearJunkie published this story showing how hard it has become to tell real from fake. A fake company promoting a non-existent product using real people to endorse it? As one source comments in the story, it’s a scary new world.
BY ADAM RUGGIERO AND ANDREW MCLEMORE
No, the Trump Administration is not trying to sell 5,000 acres of Yellowstone National Park to build apocalypse-ready “ranger housing.” And no, there is not a company called Bunkers4Everyone lobbying Congress to begin construction on these “eco-friendly housing solutions” (even though you’ll find a very official-looking press release listed on the AP News site).
But even our editors weren’t immediately sure of those truths after the first viewing of an apparent deepfake video posted online last week. The video uses past footage of real journalists from news organization Wyoming News Now. It aims to convince viewers that Bunkers4Everyone is a real company — with a real contract to build bunkers in Yellowstone National Park.
However, the managers and journalists at Wyoming News Now have no knowledge of the video or the company, which continues to baffle readers on forums like Reddit. When contacted by GearJunkie, the manager of Wyoming News Now said the news organization said the video was very concerning.
Companies and people that do not exist
“Welcome to the scary new world of AI,” said Gene Steinberg, the CEO of Marquee Broadcasting, the parent company of Wyoming News Now. “The second shot of our news talent on our set is real (which someone stole). The rest is 100% fake. The voices are AI generated; the graphics are not us; the ‘reporter’ at Yellowstone is not us, but it scares me to death that people can do this.”
Underground bunkers represent a growing cottage industry in the United States. Prepping for disaster with subterranean safe houses has become a booming, multimillion-dollar business, The New York Times reported in 2019. It’s especially popular among the uber-wealthy, The Guardian reported last year.
Bunkers4Everyone appears to take advantage of that world-ending anxiety. A YouTube video promoting the supposed company, published a month ago, stokes fear about the future (“our world is crumbling”) while positing that the company’s affordable bunkers are the answer to escaping your problems. It even promotes the supposed adage of the company’s (likely fake) founder: “Survival shouldn’t be exclusive.”
A convincing fake
When GearJunkie editors viewed these videos (both the YouTube promo and the deepfake of Wyoming News Now), traditional hallmarks of AI were difficult to identify. There are no misshapen hands or unsettling smiles. Also, much of the company information passed cursory checks: a professional-looking Bunkers-4-Everyone website, the aforementioned press release on successful Series A funding, and even a full LinkedIn bio for the not-real company’s CEO, Doug Kelsey.