Scarlett Johansson, the renowned actress, has taken legal action against an artificial intelligence (AI) app for unauthorized use of her likeness and name in an advertisement. The app in question, Lisa AI: 90’s Yearbook & Avatar, used real footage of Johansson and created a deepfaked video clip featuring her.
The advertisement, which was posted on social media platform X, included a disclaimer stating that the images were produced by Lisa AI and had no connection to Scarlett Johansson. However, Johansson’s lawyer claims that the AI company used her likeness without permission, taking footage from a previous campaign she did with a fundraising company called Omaze. In response, Johansson plans to pursue legal remedies against the AI app.
We do not take these things lightly, stated Johansson’s attorney, Kevin Yorn, in an interview with Variety. Per our usual course of action in these circumstances, we will deal with it with all legal remedies that we will have.
Although the ad has since been removed, this incident highlights an ongoing issue in the entertainment industry regarding the unauthorized use of celebrities’ likenesses through AI technology. Last month, actor Tom Hanks warned fans about an AI-generated deepfake video that appeared to feature him.
The concern over AI technology extends beyond celebrities as it has become a key issue in Hollywood, even leading to actors’ strikes. Actors fear that their likenesses could be exploited without consent, and they are calling for restrictions on the usage of AI-generated content.
As the entertainment industry grapples with the implications of AI, celebrities like Scarlett Johansson are taking a stand to protect their rights. The unauthorized use of their likenesses raises important questions about consent, privacy, and the ethical boundaries surrounding AI technology.
In light of these incidents, it is crucial for the industry to establish clear guidelines and regulations to prevent the misuse of AI-generated content. Celebrities and their legal representatives are increasingly aware of the need to protect their identities in the digital age, where AI can replicate their appearances and voices with alarming accuracy.
Moving forward, the entertainment industry must address these challenges and find solutions that strike a balance between leveraging AI for creative purposes while respecting individuals’ rights and ensuring their consent is obtained for any use of their likeness. The ongoing legal action by Scarlett Johansson serves as a reminder of the importance of safeguarding the rights of celebrities as AI technology continues to advance.
