The advent of AI-generated deepfake technology has sparked both excitement and concerns in the entertainment industry.
With the ability to create hyper-realistic digital avatars of celebrities, the industries like entertainment and advertising are witnessing a paradigm shift while simultaneously raising questions about privacy, copyright laws, and ethical implications.
AI Deepfake for Advertising
AI-generated deepfakes have opened up creative possibilities in the advertising industry.
Firstpost reports that prominent celebrities, including global soccer star Lionel Messi, renowned actor Bruce Willis, and football icon David Beckham, have embraced this technology to promote brands.
Most notably, Messi's collaboration with PepsiCo dubbed Messi Messages allowed fans to generate customized video messages featuring his digitally manipulated persona, transcending language barriers and captivating a global audience.
According to Dr. Kirk Plangger, a marketing expert at King's College London, deepfakes are poised to become a normal practice in the advertising world.
The same report highlights that their micro-targeting capabilities make them exceptionally persuasive, while the efficient process appeals to commercial interests.
However, Dr. Plangger also emphasizes the need for society to address the potential risks and ethical concerns associated with AI applications.
Celebrities and Image Rights
While some celebrities have embraced AI deepfakes as a new frontier of branding and engagement, others are exercising caution. Firstpost highlights concerns over celebrities practically giving away their image rights to corporations, leading to relinquishing control over how their likeness is used.
In the case of Lionel Messi's deal with PepsiCo, the agreement grants the corporation permission to use the deepfake likeness of the soccer star without any say from Messi himself.
This raises questions about the balance between financial gain for celebrities and the preservation of their public image and reputation.
The Legal Dilemma
The rise of AI deepfakes has also brought forth legal challenges for celebrities willing to participate in such technologies.
Currently, there is a lack of comprehensive laws and regulations governing the protection of one's image in relation to AI. According to one study, global awareness and recognition of deepfakes is still limited.
In instances where a brand uses a digital avatar to endorse a product that harms an individual's reputation or involves inappropriate content, questions arise about intellectual property ownership and avenues for legal recourse.
The absence of a regulatory framework leaves celebrities vulnerable to potential misuse of their digital likeness, adding to the complexity of the situation.
Celebrities vs. AI
Beyond advertising, actor Keanu Reeves expressed fear and concern about technology, highlighting his preference for movie contracts that ban digital manipulation of his performances.
Reeves reflects a growing sentiment among celebrities who fear deepfakes could compromise their artistic integrity and professional reputation.
Such apprehensions are driving actors and writers to negotiate for more control over the use of their digital doubles in movie contracts, seeking to preserve the authenticity of their performances.
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