Deepfake images of Hurricane Helene disrupt relief efforts, fuels misinformation

In the aftermath of Hurricane Helene, AI-generated deepfake images depicting scenes of devastation and human suffering have flooded social media, raising alarm among experts.

These false visuals are not only spreading confusion but are also hampering critical disaster response efforts in hard-hit areas like Asheville.

One of the most viral images depicts a young girl holding a puppy, seemingly stranded in floodwaters.

However, upon investigation by digital forensics experts, the image has been proven to be doctored, with notable anomalies such as an extra finger on the girl’s hand and mismatched colours on the puppy’s muzzle.

Mistrust in media

Lars Daniel, a specialist in digital forensics, confirmed that these images are highly edited or outright fake, adding that their proliferation is damaging public trust in media sources. “These deepfakes during critical disaster situations cause real harm. People are unsure what’s real and what isn’t, which complicates relief efforts and leads to disengagement from accurate information,” Daniel said.

Repeated exposure to fake content like this can erode public trust in legitimate news sources. When individuals are constantly confronted with deepfakes, they may begin to question all forms of media, including reliable disaster updates and relief information.

Threat of fake content 

Beyond creating confusion, these fake images are being used by cybercriminals as part of phishing schemes and scam fundraising campaigns.

Malicious actors frequently attach these AI-generated images to phishing links, preying on the goodwill of unsuspecting individuals who wish to help those affected by the disaster.

Many have already been lured into donating money or providing personal information under false pretences.

Psychological impact of fake images

The psychological toll of deepfakes during crises is profound. People initially experience emotional distress when seeing tragic images, but when they learn these images are fake, they often feel betrayed, angry, and confused.

This emotional whiplash can lead to a sense of fatigue and apathy.

Over time, individuals become desensitised to both real and fake images of disasters. “Every time someone is misled by a deepfake, it chips away at their ability to emotionally engage with real crises. Eventually, people might just stop caring,” Daniel added.

Verification fatigue

In previous disasters, people could view images and instantly respond by donating or sympathising.

However, today’s landscape is filled with misinformation, making verification a necessary step before reacting. This constant need to verify whether content is real creates mental fatigue, and some individuals simply disengage, feeling it’s too much effort to navigate the sea of misinformation.

Fake images like those surrounding Hurricane Helene can significantly hinder relief efforts. When individuals feel they can no longer trust what they see, they may stop engaging altogether.

This apathy is especially dangerous during disasters, as fewer people step forward to help, volunteer, or donate, leaving affected communities more vulnerable.

Fake disaster images don’t just harm individual responses—they also weaken collective social unity. As more people disengage due to mistrust, it becomes increasingly difficult to mobilise the widespread support needed for effective disaster relief.

This emotional detachment could become more common, posing a serious risk to future responses during real crises.

This “disaster fatigue” means fewer donations, slower action, and reduced public engagement when it’s needed most. The growing apathy and scepticism toward disaster reports could leave communities vulnerable for longer, as fewer people are willing to contribute to recovery efforts.