Scarlett Johansson is on the forefront of a growing concern surrounding the unauthorized use of AI-generated celebrity images. The acclaimed actress recently took legal steps after her likeness was inappropriately featured in an advertisement by an AI app known as Lisa AI: 90s Yearbook & Avatar.
The ad, which made its debut on the platform formerly recognized as Twitter, showcased a blend of actual footage of the actress melded with AI-created images and dialogue. Kevin Yorn, Johansson's attorney, expressed the actress's strong stance against such misuse. "We do not take these things lightly," Yorn commented. In accordance with their standard response to such breaches, he assured that they would be "dealing with it with all legal remedies that we will have."
For those who caught a glimpse of the ad before it was removed, it began with Johansson on the set of the Marvel film, "Black Widow," followed by a stark transformation into the AI-generated images. The imagery was accompanied by a voiceover that uncannily mimicked Johansson's own voice, promoting the app's capabilities. Despite a disclaimer in the ad's fine print stating, "Images produced by Lisa AI. It has nothing to do with this person", the artificial recreation had already sparked concern.
Many apps under the Lisa AI banner, produced by Convert Software, still persist on mainstream app platforms. This incident underscores the potential perils of advanced AI technology, especially in the absence of definitive regulation.
Moreover, Johansson is not an isolated case in this realm of AI infringement. Last month, renowned actor Tom Hanks cautioned his followers about an AI-rendered version of himself in a dental plan advertisement. He took to Instagram to clarify, "Beware! ... I have nothing to do with it."
Such occurrences are further amplified by instances where notable figures like comedian Sarah Silverman took legal action against AI entities like ChatGPT by OpenAI and Facebook's Meta, citing copyright violations. They argue that these AI models were illicitly trained using their copyrighted work.
Several jurisdictions, including California, have stringent regulations pertaining to personal privacy rights. These provide legal avenues for individuals whose "name, voice, signature, photograph or likeness" are used without consent for advertising or promotional purposes.
This is not Johansson's first encounter with unsolicited digital replication. In 2018, she addressed the disturbing trend of "deepfakes" where individuals' likenesses, especially women, are digitally superimposed onto explicit videos. She commented on the virtual wilderness of the internet, observing, "There are basically no rules on the internet because it is an abyss that remains virtually lawless."
While cease and desist demands typically resolve many such infringements, high-profile cases like Johansson's could set a legal precedent, offering guidance in an era of rapidly evolving digital advancements.
