As another fire began to alight in the Los Angeles area on Wednesday, residents in the Hollywood Hills — as well as onlookers worldwide — feared for the safety of those involved, not to mention the iconic Hollywood Sign.

As another wildfire broke out Wednesday night in the Hollywood Hills, social media was flooded with fake AI-generated photos and videos of the landmark Hollywood Sign on fire. While the sign was not impacted by the Sunset Fire,

An expert on generative AI says the image is a fabrication. The chair of the group that maintains the sign says it was not affected by the fires.

On Thursday, residents from the Los Angeles area drove by the Hollywood sign after seeing fake reports of the iconic city landmark on fire. (AP video: Damian Dovarganes)