Joe Sugg has hit back at "creepy" AI-generated content after fake images circulating online claimed he and his partner, Dianne Buswell, had welcomed a secret baby.
The YouTuber and former Strictly Come Dancing star addressed the situation on Tuesday, February 24, 2026, after fans began congratulating the couple based on realistic-looking photos created by Artificial Intelligence.
Joe Sugg clarified that the images are entirely fabricated and expressed his frustration with the technology being used to spread misinformation about their personal lives.
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The fake images featured Joe Sugg and Dianne Buswell holding a newborn in a hospital setting, leading many social media users to believe the Strictly pro had hidden a pregnancy.
Joe Sugg took to his Instagram stories to call out the creators of the content, labeling the trend as "weird" and "invasive."
He urged his followers to be more skeptical of what they see online, noting that while he and Dianne Buswell are very happy together, they have no such news to share at this time.
This incident highlights a growing concern among public figures regarding the use of AI to create "deepfake" life events.
Joe Sugg noted that the level of detail in the fake photos was enough to fool even some of their close acquaintances.
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He emphasized that if he and Dianne Buswell ever decide to start a family, they will share the news themselves in their own time.
Dianne Buswell, who currently performs on the Strictly Come Dancing live tours, also shared Joe Sugg’s post to confirm the images were fake.
The couple has been together since 2018 after meeting on the BBC dancing competition.
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They frequently share glimpses of their life in their country home, but they have remained firm about maintaining certain boundaries regarding their future plans.
Joe Sugg’s response earned support from fellow creators and celebrities who have faced similar issues with AI-generated rumors.
The star ended his message by asking fans to report the accounts responsible for spreading the deceptive images.
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