Exclusive: It looks like a normal photo of damaged makeup but alarm bells went off in Tanielle Jai's mind as soon as she saw it.

The Queensland-based makeup artist and business owner has recently seen a spike in customers trying to use AI to 'reverse scam' her business.

It's forced her to overhaul her returns process, which is how she caught the photo.

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The customer who sent it claimed it showed that the bronzer they ordered had been damaged in transit and requested a full refund.

But Jai noticed some inconsistencies, like the cream product appearing to be runny and crumbly at the same time.

"The formula we have just couldn't physically do that," Jai told nine.com.au.

"We also ran the image through AI detection websites and it came back as completely fake."

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