Hollywood superstar Scarlett Johansson is fighting back against an AI app that used her likeness and name without her consent. The unauthorized use happened in an online advertisement for the app, Lisa AI: 90’s Yearbook & Avatar. The ad, which was originally posted on a platform known as X, has since been removed. The app used footage of Johansson to generate a false image and dialogue, prompting legal action from the actress.
The ad began with an old clip of Johansson from the set of Marvel’s Black Widow, with the actress saying, “What’s up guys? It’s Scarlett and I want you to come with me … ” The video then transitioned to AI-generated photos resembling the actor and a voice imitating Johansson promoting the app. A disclaimer at the bottom of the ad read, “Images produced by Lisa AI. It has nothing to do with this person.”
This misuse of Johansson’s likeness is not an isolated incident. Hollywood actor Tom Hanks also recently warned fans about a fraudulent advertisement using an AI-generated version of his likeness without his approval. The actor alerted his followers through an Instagram Story, stating, “BEWARE!! There’s a video out there promoting some dental plan with an AI version of me. I have nothing to do with it.”
From a sports perspective, it’s like a team playing dirty to win a game. It’s not ethical, and it’s not fair to the individual whose identity is being exploited. We need to champion fair play, both on the field and off, and that includes the world of AI. It’s a reminder that while technology can do amazing things, it must be used responsibly.
These instances underscore the need for more stringent regulations around the use of AI, particularly when it comes to the unauthorized use of a person’s likeness. It’s a new kind of foul play, and it’s time for the tech industry to step up its game to prevent such actions.
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