Strictly Come Dancing stars Dianne Buswell and Joe Sugg have publicly responded to a concerning AI-generated image that falsely depicted them with their not-yet-born baby. The couple, who announced in September 2025 that they are expecting their first child together, found themselves at the center of a digital hoax that spread confusion among their friends and family.
The Viral AI Deception
Joe Sugg, 34, took to social media to address the situation after waking up to numerous congratulatory messages from loved ones who believed the couple had secretly welcomed their baby boy. The influencer shared a video showing the manipulated image behind him, pointing out the obvious discrepancies in their appearances.
'This is AI. Look, that's not me. I don't know who that is, but it's not me,' Sugg explained in the clip. 'I mean, I'd take it, I'd quite like to look like that to be honest, but that's not me, that's not my chin, that's not my hair, unfortunately.'
Dianne's Pregnancy Reality
As Sugg moved aside in the video, Dianne Buswell, 36, entered the frame clearly still pregnant, directly contradicting the AI-generated version that showed her holding a newborn. 'That's not Dianne, that's not our baby, although I do hope he's that cute... he's not here,' Sugg continued before concluding with a sobering observation: 'AI, it's getting scary.'
The Australian dancer, who made history this season by continuing to compete on Strictly while pregnant with partner Stefan Dennis, has been openly documenting her pregnancy journey. This makes the fake image particularly jarring for the couple and their followers.
Social Media Reactions
In the caption accompanying his video, Sugg expressed concern about how easily such content can mislead people, particularly older generations on platforms like Facebook. 'I worry for the Facebook generation sometimes with all this AI malarkey,' he wrote.
The couple's Strictly colleagues joined the conversation in the comments section, with professional dancer Gorka Marquez humorously noting: 'Is okey guys according to AI news we are pregnant again and got married last week in secret wedding.' Fellow dancer Vito Coppola responded with laughing emojis, while fans expressed their disbelief at the creation and circulation of such fabricated content.
Not Their First Encounter with Intrusion
This incident marks another chapter in the couple's ongoing struggle with boundary-crossing behavior from some fans and media. During Buswell's current Strictly season, she had to address criticism about her decision to continue competing while pregnant. Some viewers even accused the show of a cover-up when her partner Stefan Dennis had to withdraw due to injury.
The couple has maintained their privacy regarding their unborn child's name, with Sugg previously teasing that they've chosen a unique name that can be shortened. 'I know some people who have it as their surname but it's also the sort of name that can be shortened. I'd say it's quite a unique name,' he revealed in October 2025.
The Broader Implications
This incident highlights the growing challenge celebrities face with AI-generated content that can spread misinformation rapidly across social media platforms. The ease with which convincing fake images can be created and shared raises significant questions about digital literacy and media verification in the modern age.
As AI technology becomes increasingly sophisticated, public figures like Buswell and Sugg find themselves needing to actively correct false narratives that gain traction online. Their experience serves as a cautionary tale about the potential emotional impact and confusion such fabricated content can cause, even among close friends and family members who might reasonably believe what they see online.
The couple's decision to address the fake image directly demonstrates their commitment to transparency with their supporters while drawing attention to the broader issue of digital misinformation that affects not just celebrities but society at large.
