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Think that AI avatar is harmless? Think again.
Here’s what digital marketers need to know about AI-fuelled ID theft.
krista sylvester
April 16, 2025
Hey friend,
Did you notice lately that many of your social media network contacts are suddenly jumping on a popular AI-created “doll” or “action figure” trend. Well, it turns out, this craze is more than just harmless fun, it can be dangerous - which ties into our feature story today.
It seems like you can’t scroll more than a few minutes without finding one of these creations on Facebook, TikTok, and Instagram. This trend has even shown up on LinkedIn, of all places. Using a tool such as ChatGPT, people can type specific prompts to reimagine themselves as dolls, Barbies or action figures flanked with their favourite items, be it cameras, notebooks, glasses or laptops.
Predictably though, like many internet trends, this fad presents data privacy concerns, according to the experts. Basically, people need to know that they are willingly feeding their own personal data to the system, which can be collected and used at a later date. Check out our feature article to learn more about how to protect your data - and more importantly, the data of your customers.
Coming Up
AI-fuelled ID theft is rising — Here’s what digital marketers need to know to protect their brands
As identity theft cases continue to rise in the age of artificial intelligence (AI), digital marketers can no longer afford to treat cybersecurity as “someone else’s job.” In today’s data-driven world, protecting your brand — and your audience — requires smart, proactive security practices.
A new report from the Better Business Bureau (BBB) reveals that cybercriminals are growing more sophisticated, fuelled by AI helping these thieves sell stolen information on the dark web. That includes login credentials, social insurance numbers - and - customer data.
“This underscores how vital it is for all of us to protect our personal information,” says Mary O’Sullivan-Andersen, president and CEO of BBB Serving Alberta and East Kootenay.
How does this impact marketers? Well, we manage large amounts of user data, including emails, contact forms, and behavioral insights. Every platform - including websites, CRMs and social media accounts - are prime targets for cyberattacks. Just one security breach can damage your reputation and shatter trust in your brand overnight.
5 Digital Marketing Security Essentials:
Use multi-factor authentication across all platforms and team accounts.
Audit your access controls — don’t let ex-team members keep backend access.
Encrypt customer data and follow data privacy regulations (like PIPEDA or GDPR).
Educate your team about phishing emails, social engineering, and strong password practices.
Vet third-party tools and ensure they meet security compliance standards.
At the end of the day, the onus is on us to protect the brand and reputation we have built because in the marketing industry, one data breach can erode years of trust. Proactive security is now a critical part of brand strategy, whether we like it or not.
Visit the BBB for free resources to help individuals and organizations prevent identity theft and data misuse.
Community Spotlight
It’s a bit cliché, but your network is everything when finding your next opportunity.
Introducing Josh Muirhead, who for almost two decades, has been at the intersection of strategy, marketing, and teaching. It’s a space he has come to love; one where creative thinking blends with data and big ideas turn into real-world impact. His career has taken him from big agencies to the classroom and everything in between. Muirhead has worked with global brands, scrappy startups, and mission-driven organizations, helping each of them connect more meaningfully with their audiences through innovative, scalable strategies.
As Flywheel’s newest Senior Growth Lead, Muirhead focuses on creating innovative, sustainable strategies that helps their clients grow through search. He enjoys connecting the dots between content, technical fixes, and user experience, ensuring it all leads somewhere meaningful.
In his spare time, he’s usually at the rink, on a ball diamond, or out in the woods. He coaches hockey and baseball, and has spent over two decades as a certified ski and snowboard coach.
What are you looking forward to in your new role? “I'm thrilled to join an agency that values digital-first work and emphasizes being Unutterably Yourself.”
Piece of advice for marketers on the hunt for their next opportunity? “It’s a bit cliché, but your network is everything when finding your next opportunity. I joined Flywheel because someone in my network had landed there a few months earlier. And she had found her way to Flywheel based on someone in her network.”
Join us in the SocialNext Marketing Alliance for free webinar and workshops every week. Plus, build your network and make connections with marketers across Canada.
Upcoming Webinars, Workshops and Partner Events
What does it really take to be a social media manager today? In this candid roundtable hosted by Scribe National, industry pros share honest insights on content, community, crisis comms, and keeping it all together.
When: Thursday, March 24th @ 10 AM MST/12 PM EST
Where: Online with Scribe National
Registration: Free - RSVP
Join Cyberimpact, Axeptio, and 30+ agency owners for a casual Happy Hour at Amano Trattoria in Toronto. Expect great conversations, local industry connections, and a spread of canapés, cheese & charcuterie, and drinks — all on the house. It’s the perfect way to unwind and connect with fellow marketing leaders.
When: Thursday, March 24 @ 5 - 8 PM EST
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Registration: Free – RSVP
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Canadian Marketing & Business Weekly Brief
Cheeky ad from RONA deemed demeaning by Donkey Sanctuary of Canada - The Donkey Sanctuary of Canada is speaking out about a new ad from RONA. The animal protection organization says the company’s latest campaign relies on harmful stereotypes. See what the animal protection agency is saying about its latest campaign.
Big Bill is Canada’s answer to Carhartt - Step aside Carhartt, Canadian-owned Big Bill is the new kid on the block. Workwear is having a moment in fashion. Discover how this Canadian brand is trying to compete with popular mainstays from the U.S.
Liberals outspend Conservatives on Facebook with 'inoffensive central banker man' - With over a million views, the most popular Liberal ad on Facebook and Instagram doesn’t quite fit the conventional profile of viral internet content. This is how the internet reacted.
Some Michigan tourism agencies are pulling back on Canadian marketing amidst trade war - As the number of Canadians heading stateside plummets due to the ongoing trade war, some American tourism agencies are making hard pivots to their marketing strategies. Will Canada follow suit?
Trends & Insights: Take Note
Ever wonder which Canadian NHL team has the most AI-friendly design? Well, the experts at Seoplus+ have the answer and we are sure there’s going to be a few fans that don’t agree. Hint: they have red on their jerseys.
In the evolving world of social media, trends dominate feeds. So, learn how organizations harness these trends effectively—without feeling forced or off-brand.
It’s as easy as 1, 2, 3, 4, 5, 6. Here are the top 6 social media trends that every brand must adapt in 2025, according to the world’s first print and digital publication focused on disruptive technologies.
The “SkinnyTok Social Media Trend” is all the rage on social media, but experts warn that the trend can be dangerous and lead to serious complications. Here is the skinny.
'It's toxic'. Fast fashion has gotten even faster thanks to social media, particularly after the pandemic - but thee are concerns about the long-term effects.
The Industry’s Top Tools & Software
When it comes to bringing your brand to life offline, TPH is a marketer’s secret weapon. From eye-catching signage to polished pitch decks, they make it easy to create professional, high-impact print and design assets fast.
Contest details in image are from a previous SocialNext event. Contest is now closed.
Here’s what marketers love:
• Print that Pops: Premium materials, custom finishes, and fast turnaround for everything from business cards to booth displays.
• Design Help, On-Demand: No creative team? TPH’s designers can jump in and bring your ideas to life.
• Canada-Wide Convenience: With locations across the country and online ordering, TPH fits into your workflow wherever you are.
Whether you're prepping for an event, launching a campaign, or just want your brand to look its best, TPH has your back.
Support Canadian and check out TPH for your printing needs.
Find Your Next Career Move
Senior Programmatic Account Executive - Media Staffing Inc. (Remote)
This boutique recruitment firm specializing in Canadian media and marketing talent is seeking a remote Senior Sales Executive with 5+ years of experience and a strong contact list to join their team.
Sr. Account Executive - Fashion, Amazon Ads (Toronto, ON)
This role supports a Fashion portfolio of leading global brands. As a Sr. Account Executive, you will use your industry background and experience selling advertising solutions to large advertisers and their ad agencies. This posting expires soon so don’t miss your chance to apply.
Project Coordinator, Marketing - Vancouver Whitecaps FC (Vancouver, BC)
The Project Coordinator is responsible for supporting a broad range of strategic and commercial business initiatives across the club. 1-3 years marketing experience within sports/entertainment marketing, event management, media and/or promotion is required.
Brand Director, Daughter Creative (Calgary, AB)
The ideal candidate has a reputation for being independent, thoughtful and solution-oriented. The ideal candidate has 5+ years of creative account management under their belt – whether that is in design, advertising, or digital.
Content & Engagement Coordinator, Carya (Calgary, AB)
This role is ideal for a creative storyteller who can translate data, client testimonials, and program insights into compelling content.
👉️ Apply Now
Catch you at one of our upcoming events!
Until next week,
Mike Morrison and the SocialNext Team
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