John Wick star Keanu Reeves reportedly pays a company several thousand dollars monthly to have TikTok and Meta remove impersonators.

In an in-depth article by The Hollywood Reporter, it was revealed that Reeves engages a firm called Loti to issue tens of thousands of social media takedowns each year.

The beloved (“you’re breathtaking!”) star of The Matrix and Cyberpunk 2077, THR noted, may be the most impersonated celebrity online due to his blockbuster fame and absence of official social media accounts, which fuels mystique around his personal life.

Scammers are exploiting this gap by fabricating images of Reeves appearing to issue political statements, promote questionable products, and, in extreme cases, creating fake Keanu Reeves accounts that build trust with victims to eventually coax them into sending money. Reeves has become prime targets for scam bait, and generative AI has made these fakes more convincing than ever.

Reeves isn’t alone, of course. Numerous high-profile cases have seen celebrities publicly protest fake advertisements. In 2023, Tom Hanks warned fans that an AI-generated version of his likeness was used without permission in an online ad for a dental plan. Last year, Morgan Freeman thanked fans who alerted him to AI-generated imitations of his voice after videos posing as his niece went viral.

And this past May, Jamie Lee Curtis appealed directly to Meta CEO Mark Zuckerberg via an Instagram post, unable to get the platform to remove an AI-generated ad featuring her likeness for “some bullshit that I didn’t authorize, agree to or endorse.”

Alexandra Shannon, head of strategic development at CAA, told THR that artists are growing increasingly concerned about this issue and are urging for clear rules and regulations to stop it.