Laurie Segall is betting she can build a new model for true-crime investigations, one that doesn’t have to rely on documentary structures or the hour-long conventions of broadcast TV. The journalist, who first gained traction at CNN as a technology reporter before leaving to launch her own creator endeavor, will launch “Searching for Mr. Deepfakes,” a 13-part quest to find the owner of a site that creates explicit sexual images of women without their consent. The series debuts on TikTok and breaks many long-held rules.
“I love this idea of creating a new playbook for unscripted content,” says Segall, during a recent interview. “This is kind of a beta test for it.” The idea, Segall says, is to make sure her story — about probing digital realms for tips about the alleged perpetrator — is available to anyone who wants to see it, especially younger women who are more likely to grapple with this problem. “We really want people who need this the most to see it,” she says.
Segall has allies. Paris Hilton, who suffered from just this sort of violation when she wasn’t even 20 years old, is heavily involved with the series, which is produced by Segall’s Mostly Human, in partnership with BFD and Hilton’s 11:11 Media. Hilton, who appears in the series and does an interview with Segall about the effects of deepfakes, will also promote the project through her own digital and social channels.
“It was just one of the most painful and traumatizing, humiliating, degrading experiences of my life,” says Hilton during an interview with Segall in one of the series’ episodes.
This is the sort of probe that would make for a riveting hour of NBC’s “Dateline” or ABC’s “20/20,” or, in more recent times, a streaming documentary on HBO or Netflix. Segall, however, believes in communicating with modern audiences via platforms they embrace. Many of the TikTok episodes of “Searching for Mr. Deepfakes” last just two to four minutes.
Segall sees other ways to tell the story as well. Her podcast, Mostly Human, recently launched and will include a four-part series of “Searching for Mr. Deepfakes.” This version of the story will debut June 4 and be released on Thursdays for four weeks.
Segall is taking advantage of a creator culture that she was early to see. After a decade at CNN, she left to start her own production company and has never abandoned her interest in chronicling the dazzling innovations spurred by new technology players, as well as some of the problems created by such fast-paced change. For a time, she was a contributor to a new “60 Minutes” concept that played out on Quibi, the short-form content platform that proved to be ahead of its time.
“I saw around the corner,” she says. “Content doesn’t have to sit in one place.”
Segall launches the effort as more news organizations are opening their arms to alliances with independents. NBC News recently unveiled a partnership with technology journalist Joanna Stern, and Fox News Channel has licensed the popular conservative podcast “Ruthless,” adding to the ranks of opinion contributors.
In the case of “Mr. Deepfakes,” Segall believes the issue she investigates is more important than anything else and hopes a broad audience will interact with the new story. Though she’s long enjoyed covering the innovations spurred by new technology, “I can see a train wreck coming,” she notes, when things move so quickly they slip past old guardrails and people get hurt.
The Rise of Deepfakes and Non-Consensual Imagery
Deepfakes, a portmanteau of “deep learning” and “fake,” refer to synthetic media created using artificial intelligence to superimpose a person’s likeness onto another’s body. While the technology began as a novelty, it quickly spiraled into a tool for harassment. The vast majority of deepfake content online is non-consensual pornography, overwhelmingly targeting women. According to a 2023 report by DeepTrace Labs, approximately 96% of deepfake videos are pornographic in nature, and 99% of those depict women without their consent. The scale is staggering: hundreds of thousands of such videos circulate across the web, with new ones created daily using free or low-cost software.
The psychological toll on victims is severe. Many report feelings of violation, helplessness, and paranoia. Unlike traditional revenge porn, deepfakes do not require any intimate footage of the victim—a single social media photo can be exploited. This democratization of abuse means any woman, from celebrities to private citizens, can become a target. Paris Hilton’s own history with non-consensual imagery dates back to 2004, when an ex-boyfriend released a private sex tape without her permission. Though not a deepfake, the experience left permanent scars. “It was just one of the most painful and traumatizing, humiliating, degrading experiences of my life,” Hilton says in the series.
Laurie Segall: From CNN to Creator Economy Pioneer
Laurie Segall built her reputation as CNN’s senior technology correspondent, where she covered the human side of tech—from the rise of social media influencers to the dark web. She profiled figures like Mark Zuckerberg and Elon Musk, but also investigated the unintended consequences of innovation, such as the opioid crisis fueled by online pharmacies. After a decade at the network, she left in 2019 to found Mostly Human, a media company focused on storytelling about technology and society. Her approach was always to look around corners, anticipating how digital tools would reshape culture.
In 2020, she joined the short-lived Quibi platform with a show called “Mostly Human,” which aimed to deliver investigative journalism in bite-sized episodes. Quibi’s failure taught her valuable lessons about format and audience engagement. “I saw around the corner,” she says. “Content doesn’t have to sit in one place.” That experience directly informed the TikTok-first strategy for “Searching for Mr. Deepfakes.” By releasing episodes on a platform where the target audience—young women—already spends hours each day, Segall bypasses the traditional gatekeepers of television and streaming.
Paris Hilton’s Role and the Intersection of Celebrity and Activism
Paris Hilton’s involvement gives the series immense reach. With over 18 million followers on TikTok and a die-hard fan base known as “Hiltonies,” she can drive millions of views to the investigation. Hilton has transformed her public persona from a socialite stereotype to a savvy businesswoman and advocate. She has spoken openly about the trauma of her leaked sex tape, which she did not consent to. Her 11:11 Media company produces podcasts, TV shows, and digital content, often with a focus on empowerment. By partnering with Segall, she aligns her brand with a cause that resonates deeply: protecting women from digital exploitation.
The series does not just tell Hilton’s story; it follows Segall’s active pursuit of the person behind a deepfake website. This investigative angle gives it the tension of a classic procedural, but delivered in quick, cliffhanger-rich snaps. Each TikTok episode ends with a clue or a question, encouraging viewers to follow the next installment. This serialized approach mirrors the binge-watching habits of streaming audiences, but adapted for a platform where attention spans are measured in seconds.
Challenging the Traditional True Crime Model
True crime has long been dominated by hour-long episodes on cable networks or multi-part documentaries on streaming services. Shows like “Making a Murderer,” “The Jinx,” and “Tiger King” set the standard for deep-dive investigations. But those formats require viewers to commit significant time—a barrier for younger, mobile-first audiences. Segall’s TikTok series directly challenges that model. By producing 13 episodes averaging three minutes each, she condenses the investigation into roughly 40 minutes total, but distributes it over weeks to maintain engagement.
This format also allows for real-time interaction. Viewers can comment, share theories, and even submit tips, transforming passive consumption into an active manhunt. Segall and her team monitor the responses, potentially integrating user-generated leads into the narrative. This participatory element is unprecedented in true crime. “We want people to feel like they’re part of the investigation,” Segall explains. It’s a gamble that could redefine how journalism is produced in the age of social media.
The Legal and Ethical Landscape of Deepfakes
Current laws struggle to keep pace with deepfake technology. In the United States, only about 20 states have laws explicitly criminalizing non-consensual deepfake pornography. Federal legislation has been proposed but not passed. This patchwork leaves many victims without legal recourse. The website Segall is investigating operates from a jurisdiction that makes prosecution difficult. “Searching for Mr. Deepfakes” may not only expose the perpetrator but also pressure lawmakers to act.
Technology companies also bear responsibility. Platforms like TikTok, YouTube, and X (formerly Twitter) have policies against non-consensual intimate imagery, but enforcement is inconsistent. Automated detection tools often fail to catch deepfakes, and manual review can be overwhelmed. Segall’s investigation highlights the need for better safeguards. She notes that the deepfake website in question uses AI to generate images from user-submitted photos, charging a fee. The business model is disturbingly simple: exploit women’s images for profit.
Paris Hilton’s advocacy adds weight to the call for change. She has testified before Congress about online safety and continues to use her platform to lobby for stronger protections. “I just hope that this series helps other women speak up and know they’re not alone,” Hilton says.
The Future of Investigative Journalism
Segall’s experiment could pioneer a new genre: social-first investigative reporting. If successful, it may inspire other journalists to bypass traditional media outlets and build direct relationships with audiences on platforms like Instagram, YouTube, and TikTok. The key is adapting storytelling techniques to each platform’s native language—short, vertical, engaging, and participatory.
Already, Segall is planning extensions: a newsletter, live Q&A sessions, and perhaps a longer-form documentary for streaming if the series gains traction. “We’re building the plane as we fly it,” she says. But the core mission remains unchanged: to find the person behind the deepfake website and hold them accountable. Whether she succeeds or not, the investigation itself becomes a case study in how journalism can evolve in the digital era—breaking old rules, but also setting new ones.
The podcast version launching June 4 offers a more traditional narrative for those who prefer longer listens. It will include extended interviews and behind-the-scenes details not possible in TikTok’s format. Both versions, however, share the same DNA: they prioritize accessibility without sacrificing depth. Segall believes the future of news lies in multi-platform storytelling, where content is adapted for different consumption habits but unified by a single mission.
As the series unfolds, it will test whether audiences are willing to follow an investigation in real time, on a platform known for dance trends and comedy sketches. Early reactions suggest enthusiasm. The first episodes have garnered millions of views and thousands of comments from viewers offering tips or sharing their own experiences with deepfakes. That user engagement is precisely what Segall hopes to harness.
“This is a story that matters,” she says. “And I’m going to tell it any way I can.”
Source: Variety News