The use of artificial intelligence (AI) to create deepfake images has raised concerns among celebrities and social media personalities as their likenesses are being used without their consent to promote products or scams. The issue gained attention when Gayle King, co-host of “CBS Mornings,” discovered an AI-rendered image of herself promoting a weight loss product she had no connection with. She took to Instagram to warn her followers about the fake video and urged them not to be fooled. Similarly, Oscar-winning actor Tom Hanks warned his followers about an AI image promoting a dental plan that was using his likeness without his permission.
The incidents involving King, Hanks, and YouTube star MrBeast highlight the growing issue of AI-altered images and the ethical concerns associated with their use. The ability of AI to manipulate and reproduce people’s likenesses without their consent poses a threat to their privacy and reputation. It also raises questions about the legal recourse and regulations surrounding the technology.
Currently, there are few concrete laws targeting unauthorized AI-generated content in the United States or globally. As tech companies improve their AI products, deepfake images are becoming increasingly difficult to distinguish from real ones, leading to the spread of misinformation and false advertisements. Furthermore, the use of AI in Hollywood is a contentious issue being discussed during negotiations between the Screen Actors Guild-American Federation of Television and Radio Artists and major Hollywood studios. The actors’ union is seeking protections for its members from having their likeness, voice, or performances used without consent or compensation. They also want to prevent studios from training AI to create new performances from an actor’s existing work.
The concerns raised by celebrities and actors reflect the broader implications of AI and deepfake technology. It not only poses challenges to artistic integrity but also raises legal questions about intellectual property rights. As AI continues to advance, there is a need for regulations and policies to ensure the ethical and responsible use of this technology. Social media platforms also need to address the rise of AI deepfakes and develop mechanisms to detect and prevent their spread. It is crucial to strike a balance between the innovative potential of AI and the protection of individuals’ privacy and rights.