AI-Generated Likenesses of Public Figures Spark Ethical Debate
The use of AI technology to generate likeness of public figures has ignited a significant ethical debate concerning consent, exploitation, and the blurring of reality and fiction. Recent incidents have highlighted the potential consequences and implications of AI-generated images of deceased individuals being used for commercial or promotional purposes without their explicit consent.
One such incident involved Volkswagen, who faced backlash after releasing an ad campaign in Brazil featuring an AI-generated likeness of the late singer Elis Regina. The campaign aimed to recreate a nostalgic and emotional connection with the iconic artist. However, critics argue that using someone’s likeness without their consent, especially after their passing, raises ethical concerns and questions the exploitation of their memory and legacy.
This controversial ad prompted the Brazilian National Council for Advertising Self-regulation (CONAR) to initiate an ethics action against Volkswagen. Critics argue that deceased individuals are unable to express their desires and consent regarding the use of AI technology to recreate their likeness. While supporters believe that AI-generated representations offer a powerful way to reconnect with beloved figures and facilitate closure, the lack of explicit consent from the deceased raises ethical dilemmas.
Deepbrain AI, a South Korean company, has also attracted attention with its service called Re;memory. By utilizing AI technology and a few photographs, Re;memory provides a platform for individuals grieving the loss of a loved one to engage in virtual conversations with the deceased. This raises questions about society’s acceptance of AI as a natural facilitator of the grieving process and the changing social norms surrounding human-AI relationships.
Beyond the concerns of consent and emotional exploitation, AI-generated content blurs the lines between reality and fiction. The viral incident involving a photo of Pope Francis wearing a trendy white puffer coat, which was later revealed to be AI-generated, demonstrated the potential for widespread misinformation. Such content can deceive and mislead the public, diminishing the credibility of authentic information.
Tom Graham, CEO of Metaphysics, a generative AI startup, warns that within the next few years, even regular individuals will be able to create photorealistic versions of others. To mitigate unauthorized usage of likenesses, he suggests clearer ownership standards, including copyright, allowing both celebrities and ordinary individuals to protect their images from misuse.
The use of AI technology presents a new and challenging world where distinguishing between truth and deception becomes increasingly difficult. With the potential for misinformation and exploitation, ethical discussions and guidelines are essential to strike a balance between innovation and responsible use.
As the debate surrounding AI-generated likeness of public figures continues, it is crucial to address the ethical implications, such as consent, exploitation, and misinformation. Balancing technological advancement with moral considerations is essential to protect the integrity and autonomy of individuals, both living and deceased. By fostering open conversation and implementing appropriate guidelines, society can navigate this uncharted territory and ensure the responsible use of AI technology.
