American entertainment media outlet Variety reported on the 2nd (local time) that Hollywood actress Scarlett Johansson has taken legal action against an AI app company that used artificial intelligence (AI) to use her photo and voice in advertisements without permission. Recently, there has been controversy over the manipulation of photos and videos of celebrities using AI, and cases of legal action are continuing.
According to Variety, an image creation app called ‘Lisa AI’ recently uploaded a 22-second advertisement video created using Johansson’s photo and voice without permission to social media X (formerly Twitter). This advertisement, which was exposed on X until the 28th of last month, has now been deleted and cannot be confirmed. According to this media outlet, the advertisement is said to have been manipulated by AI using Johansson’s photo and a scene in which Johansson appeared in the Marvel Studio film ‘Black Widow’. There is also a voiceover that promotes that AI generates a voice similar to Johansson’s, saying, “With this app, you can create avatars and AI videos.”
Kevin Yohn, a lawyer representing Johansson, said Johansson never agreed to appear in the company’s advertisements and that he plans to take legal action. Attorney Yohn told Variety, “I do not take this matter lightly. “We will respond using all legal means,” he said. In California, unauthorized use of an individual’s photo, voice, name, or signature for advertising or promotional purposes can result in a civil lawsuit. The app maker that created the AI-manipulated advertisement has not released any statement.
Recently, as AI deepfake technology, which can manipulate people and remarks in videos through compositing, has become controversial, voices calling for regulation are growing. Last month, famous movie star Tom Hanks warned on his Instagram account, “The ‘me’ in the dental insurance advertisement video circulating (online) has nothing to do with me,” and warned that the person who appears in the video is a fake created by AI. .
The Hollywood Actors and Broadcasters’ Union (SAG-AFTRA), which has been on strike since July of this year, said that AI would replace actors and appear in works, and that there was a high possibility that the actors’ images would be tarnished as a result, and that the production company should protect their ‘digital portrait rights’. They are urging us to come up with a plan to protect it.
Source: Donga
Mark Jones is a world traveler and journalist for News Rebeat. With a curious mind and a love of adventure, Mark brings a unique perspective to the latest global events and provides in-depth and thought-provoking coverage of the world at large.