visitors to the South by Southwest (SXSW) convention currently going on in the US have been tricked into a marketing stunt for the new film Ex-Machina after liking a Tinder user named “Ava”.

The fictitious Ava popped up on the hook-up app during the famed ad and music festival, a pretty little doe-eyed 25-year-old. Tinder users were asked “what makes you human?” before referring them on to her Instagram account.

Once there it turned out to be nothing more than a short promo for the new sci-fi flim. However, it wasn’t a total con though, as Ava’s photo is actually of Alicia Vikander, the Swedish actress who stars in the film.

Despite being duped out of lifetime love by the Nordic stunner, by all accounts the film’s a cracker and is already receiving rave reviews. Ahh, love in the digital age, even more difficult than ever.