The mining company is turning to smart technology to defend itself from scammers creating false ads featuring its chairman. The aim is to stop individuals from impersonating company executives on social platforms, though the growing sophistication of scam content is making the task more difficult.
In recent years, Fortescue's chairman has become a popular target in investment scam ads that use his image and name to deceive victims. Since 2019, over 230,000 fake ads featuring him have reportedly appeared across major social media platforms. Although legal action against Meta is still under way, Fortescue is now actively tackling the issue by using AI to identify and report scams more quickly.
The approach involves "agentic AI" - a type of technology capable of acting independently. This bot scans platforms such as X and Facebook for suspicious impersonation accounts, compiles supporting evidence, and files takedown requests without human input. This change has enabled Fortescue to remove more than 130 fake executive profiles in just a few weeks. Previously, it could take up to two months to complete takedown processes but the new system is now removing those accounts within 24 hours. The automated agent operates at all hours, including nights and weekends, outperforming both scammers and the often limited customer service available on the platforms.
This development is part of a wider shift in how businesses respond to technology-driven threats, with many now using advanced tools to match those of cyber criminals. Social media companies have their own automated systems to detect harmful content so Fortescue's tactic represents an effort to match that with equivalent technology. Although platforms like Meta claim to be improving their scam detection capabilities, they acknowledge that digital fraudsters remain persistent and technologically adept. Fortescue’s independent action suggests that businesses may no longer be able to rely entirely on platform policies to prevent damage to their reputation.
In addition to fake ads, Fortescue has also seen its name used in phishing attacks, bogus financial documents, and employment scams that target vulnerable job seekers. The company’s AI strategy is not just focused on removing impersonation accounts - it is also aimed at protecting people from financial loss and safeguarding Fortescue’s digital identity. As threats continue to change, corporate cybersecurity teams now play a vital role in defending the company’s image across the internet.
