Joe Sugg has been forced to address a fabricated AI photograph circulating on social media that depicted him and partner Dianne Buswell cradling a newborn baby.
The YouTuber and former Strictly Come Dancing finalist revealed that the convincing fake image had deceived those closest to him into believing their child had already arrived.
“I woke up this morning with loads of friends and family messaging me, being like, ‘Oh, congrats on the news. But we thought you’d tell us first before it was on the internet,'” Mr Sugg explained in a video posted to his social media accounts.
The image, which appeared on Facebook, proved realistic enough to prompt genuine congratulations from the couple’s inner circle, despite Ms Buswell still being heavily pregnant.
Dianne Buswell is expecting her first child with Youtuber Joe Sugg | INSTAGRAMMr Sugg proceeded to dissect the artificial image, highlighting numerous inaccuracies in the generated photograph.
“This is AI. That’s not me. I don’t know who that is, but it’s not me. I’d take it. I’d quite like to look like that. But that is not me. That is not my chin. That is not Dianne. That is not our baby. Although I do hope he’s that cute,” he stated.
The professional dancer then appeared alongside her partner in the video, lifting her top to display her baby bump as proof.
“I am still very much pregnant,” Ms Buswell confirmed.
Mr Sugg quipped about his concerns regarding older social media users, noting: “I worry for the Facebook generation sometimes with all this AI malarkey.”
Mr Sugg expressed unease about the advancing capabilities of artificial intelligence, adding: “Yeah, he’s not here yet. It’s AI. AI is getting scary.”
The incident prompted strong reactions from followers online, with one commenting: “That’s actually so crazy! I absolutely hate AI.”
Others called for governmental intervention, with another fan writing: “There seriously needs to be laws in place for AI.”
Dianne Buswell and Joe Sugg announced their exciting baby news in September
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INSTAGRAMA third expressed concern about the potential consequences, stating: “That’s so scary. This could cause so many issues within a family.”
Fellow Strictly professional Gorka Marquez shared his own experiences with AI-generated content, commenting: “Is Okey guys according to AI news we are pregnant again and got married last week in secret wedding.”
Mr Sugg and Ms Buswell first crossed paths on Strictly Come Dancing in 2018, where they competed together and reached the final. Their romantic relationship was subsequently confirmed in 2019, and by 2021 the couple had purchased a home together.
The pair announced they were expecting a baby boy in September 2025, sharing the news through an Instagram video set to Elton John’s Tiny Dancer.
Ms Buswell competed in the most recent series of Strictly alongside Neighbours actor Stefan Dennis, though they were forced to withdraw following an injury.
The expectant parents have recently completed filming on a new programme for Sky History entitled Raiders of the Lost Crafts, with Ms Buswell confirming last week that six weeks of production had wrapped.
