An extensive network of social media accounts, often masquerading as British citizens, is actively creating and disseminating AI-generated anti-immigration content aimed at audiences in the United Kingdom. These deceptive campaigns, which have garnered millions of views, frequently originate from individuals located thousands of miles away in countries such as Sri Lanka, Vietnam, the Maldives, the United States, and various European nations, with some ties even traced to Iran and the UAE. Content examples range from emotionally charged videos featuring an elderly white British man lamenting his pension to fabricated news reports discussing “mass immigration” and prompting viewers to reflect on a “Britain we used to know.”

Further investigation into these interconnected Facebook and Instagram profiles reveals a sophisticated operation. Many accounts initially focused on other topics, like “Make America Great Again” or “Life in the USA,” before pivoting to AI-driven anti-immigration narratives. The fabricated videos often depict unsettling scenarios, such as the House of Commons filled with individuals imposing Sharia law or British cities in 2050 portrayed as dilapidated, dirty, and populated by people in traditional Islamic attire. While some content creators claim their purpose is to “inform people and voters about what we believe could happen,” this vision can be contradictory, sometimes showing the UK in decline due to Muslim immigration while simultaneously presenting certain Islamic countries in an idealized light. Motivations appear multifaceted, ranging from individuals seeking to profit from social media engagement and clicks to those potentially backed by hostile states aiming to manipulate public opinion.

Experts in social psychology and law describe these operations as a “new evolution of influence operations” and a growing “disinformation-for-hire industry,” where paid actors and influencers pretend to be ordinary citizens. Research indicates that people are generally less skilled at identifying AI-generated fakes than they perceive, and increased exposure to such content can lead to a greater distrust of authentic material. London Mayor Sir Sadiq Khan has expressed significant concern about these “AI-generated lies,” noting the potential harm to the city’s international reputation, deterring visitors, students, and investors. He has called for social media platforms to take more decisive action, including adjusting their algorithms to avoid rewarding divisive content and clearly labeling AI-generated posts.

Social media companies, including Meta, have stated they are actively working to identify and disrupt “co-ordinated inauthentic behaviour” and will take action against content violating their community standards, regardless of its origin. However, the challenge remains significant, as some individuals running these accounts, even those based within the UK, openly coordinate with overseas counterparts to amplify specific political goals. Compounding the issue, many people, despite suspecting content might be AI-generated, often endorse and share it if it resonates with their existing identity and worldview, signaling agreement with a broader agenda.