He may be packing out stadiums across Australia, but it’s not just the real Ed Sheeran fans have been spotting lately.
A wave of AI-generated images showing the American pop superstar Ed Sheeran casually visiting local businesses has sparked both amusement and backlash during his loop tour.
According to multiple Australian outlets, digitally created images of the 35 year old chart-topper have surfaced online, depicting him everywhere from Melbourne grocery stores to Sunshine Coast hair salons.
In several posts shared by local businesses, a realistic AI version of Sheeran appears posing for selfies, shaking hands with shop owners, and even promoting brand names.
One Melbourne based grocer shared an image of the singer seemingly dropping by after his performances at Marvel Stadium, a post that initially fooled followers, with some commenting in excitement before realizing it was fabricated.
Victorian MP Brad Rowswell also joined the viral moment, sharing a clearly labeled AI image of himself posing alongside the Shape of You hitmaker, joking about the singer popping up everywhere.
A Queensland hairdresser admitted to creating her own version of AI Ed inside her salon, telling local media she jumped on the trend for fun and was stunned by how convincing and easy the technology was to use.
However, not everyone is amused. Critics online have argued that businesses should clearly label such posts as AI-generated, with some calling the tactic misleading and not a good look.
The trend reportedly builds on genuine celebrity sightings, digitally inserting stars into everyday local settings to generate buzz and engagement.
Tech observers say the craze has accelerated following the rise of advanced AI image tools, including Google’s Gemini-powered generators, which allow users to create realistic visuals in minutes.
Australia’s Department of Industry, Science and Resources has previously warned that as AI-generated content becomes more sophisticated, it can blur the line between reality and fabrication, potentially impacting public trust and opening the door to misuse