Lighthouse Journalism came across a picture of Amul cheese doing rounds on the internet. The cheese was called ‘sharam’ in the picture. The users captioned the picture as, ‘Sharam naam ki cheese hai’ (There is a cheese / thing called shame). Upon investigating it was found that the viral image is AI generated and fake.
Claim:
Twitter user Shobhna Yadav shared the viral picture along with the claim.
Other users too are sharing the same image with the same claim.
Investigation:
In the first glance the picture does look real and many people fell prey to this. But what gives it away is how smooth the picture looks.
When we looked closely the contents in the packet apart from three words, ‘Amul, Sharam and Cheese’ are not clear.
In the next step we checked the news about Amul cheese through Google keyword search.
The reports said: In a statement on the viral ‘Sharam’ cheese photo, Amul said, ‘We wish to assure you that the pack shown in this post is not Amul cheese.’ We notice in the post that the pack has been developed using AI (artificial intelligence) and is using the Amul brand name poorly and is disparaging.
When we checked using an AI content detector we found out that the image was AI generated.
Conclusion: Viral image of Amul cheese going around in the name of ‘sharam’ is AI generated. Viral image is fake.
