On Monday, Gayle King, a co-host of “CBS Mornings,” alerted her thousands of social media followers about an AI-generated image of herself falsely promoting a product she has no affiliation with. The day before, an Oscar-winning actor also warned people about an AI-rendered image of himself circulating on the internet. Additionally, a YouTube star with 188 million followers stated that AI-altered content was using his likeness to promote a scam.
These three celebrities, who have significant followings in their respective fields, sparked a week of high-profile reactions to AI-generated images, highlighting the growing concerns surrounding the use of artificial intelligence to replicate people’s appearances without their consent.
Gayle King posted a warning on Instagram, sharing a video snippet featuring her likeness endorsing a weight loss product. She emphasized that she has no association with the company and labeled the video as “fake.” King’s representatives have requested that the video be taken down multiple times. Tom Hanks, an Academy Award winner, also cautioned his followers about a similar scam involving an AI version of himself promoting a dental plan. The parties responsible for creating these deepfakes, which are manipulated images made to appear real, remain unknown.
The legal landscape surrounding unauthorized AI-generated content is currently unclear, with limited regulations in the United States and worldwide. Many companies are reconsidering or reducing their ethical AI research, often as part of cost-cutting measures. Meanwhile, new applications of AI technology are flourishing. Some schools have even banned access to ChatGPT, an AI chatbot that can quickly generate responses and answers for students’ schoolwork. As tech companies enhance their AI products, distinguishing between real and AI-generated images, such as the ones flagged by Hanks and King, is becoming increasingly difficult, leading to the spread of misinformation through false advertisements. Moreover, this technology may further disadvantage already marginalized groups by potentially eliminating job opportunities.
The use of AI is also a contentious issue in Hollywood. It is among the topics being negotiated between the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) and major studios. SAG-AFTRA is currently engaged in a months-long strike against studios, even after the Writers Guild of America recently ended its strike. The actors union is seeking protections for its members to prevent the unauthorized use of their likeness, voice, or performances without consent or compensation. They also aim to prevent studios from training AI to create performances based on an actor’s existing work.
Tom Hanks has expressed concerns about the technology as well. In an interview, he stated that AI enables the proliferation of fake versions of actors, highlighting the challenge of distinguishing between real and AI-generated content. Hanks emphasized that there is a need to address the legal implications of AI-generated likenesses becoming indistinguishable from real ones.
Beyond Hollywood, social media influencers are also speaking out against AI technology and its negative impacts. YouTube star MrBeast shared an AI-generated video of himself, similar to the ones featuring King and Hanks, in which a false version of him endorses a scam. He called it a “deepfake scam ad” and questioned whether social media platforms are prepared to handle the rise of AI deepfakes.
Overall, the increasing use of AI to replicate people’s appearances without their consent has raised concerns among celebrities and content creators alike. The legal and ethical implications of this technology are still being defined, and the need for regulations and protections against unauthorized AI-generated content is becoming more pressing.
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