Kendall Jenner is offering advice to people online - or is she?
A new AI chatbot that goes by the name of Billie is using the Keeping Up With The Kardashians star's face, and describes itself as 'your local ride or die'.
The Instagram page @yoursisbillie was created by Meta as part of its new AI experiences, with Billie offering advice to its 106,000 followers.
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In a video shared to the page, the chatbot says: "Hey guys, it's Billie.
"I just want to introduce myself. I am here to chat whenever you want.
"Message me for any advice. I am ready to talk."
When watching the video, it's difficult to tell that it's a chatbot and not Jenner herself - and it's left people pretty creeped out.
"This is honestly scary," wrote one Instagram user, as another said: "Alright what the actual frick is going on."
A third went on: "That is so creepy… I hope it’s actually Kendall just saying she’s Billie and not an Ai generated video bc that’s freaky as hell."
"I don't like this, I don't like where the world is heading, I'm not gonna support this," said another disturbed individual.
Someone else insisted: "Na that ain't AI that's Kendall for sure."
Others asked if Jenner has consented to her face being used, and it's believed that she's been paid the big bucks to be part of Meta's AI experience.
Other celebs to have signed up include Tom Brady, Paris Hilton and TikTok star Charli D'Amelio.
According to a recent report, one celeb was paid a whopping $5 million by Meta for their likeliness to be used - but it's unclear who.
Elsewhere, other 'big names' are thought to have been paid over $1 million.
In a chat with The Verge last month, Meta founder Mark Zuckerberg discussed having celebrity faces as AI - using Jenner's sister Kylie as an example.
"People want to interact with Kylie," he said.
"Kylie wants to cultivate her community, but there are only so many hours in a day.
"Creating an AI that’s sort of an assistant for her, where it’ll be clear to people that they’re not interacting with the physical Kylie Jenner, it would be kind of an AI version."
Zuckerberg added that he wants the AI to 'reflect the personality of the creator' and insisted that the bots 'don’t talk about things that the creator doesn’t want to get into or don’t say things that are going to be problematic for the creator and their endorsement deals'.
While Zuckerberg said it would would be 'clear' that you're not chatting to the real celebrity, it's undeniable that Jenner's bot shares a scary resemblance to the actual TV-personality people know.