The actress’s attorney has promised to pursue legal measures following the release of the promotional material online. Furthermore, this matter was discussed at the AI safety summit in the UK this week.
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Scarlett Johansson has recently fallen prey to an unauthorized deepfake commercial, showcasing the potential dangers of this emerging technology. A deepfake version of the famous actress, generated through artificial intelligence, was used in an online advertisement for Lisa AI, a company offering avatar creation services based on text inputs.
Johansson’s lawyer claimed that the company had used her image without consent, taking footage from a previous campaign she did with Omaze. The ad had been spotted on X, formerly known as Twitter, but seems to have been taken down now. According to Variety, there was a disclaimer in the ad stating: “Images created by Lisa AI. This person is not associated with the content.”
However, Johansson’s attorney, Kevin Yorn, emphasized the seriousness of the situation by stating, “We are taking this matter very seriously. We will be pursuing all legal options available to us as we typically do in such cases.” Sky News has reached out to Lisa AI for their response. Despite the controversy, the company’s free app can still be found on both the Apple App Store and the Google Play Store.
AI technology is causing concern for public figures like Johnson, Hanks, and Cruise, as their likenesses can be utilized by advertisers without their consent. Hanks warned his Instagram followers about a deepfake ad featuring his face, highlighting the potential dangers of AI in the advertising industry.
AI has emerged as a significant concern during the recent Hollywood strikes, as American actors and writers are demanding better protections against the unauthorized use of their images and creations. The threat of deepfakes was also a key topic at the AI safety summit in the UK, with fears that it could disrupt upcoming major elections in both the UK and the US.