Scarlett Johansson, the acclaimed actor who has garnered multiple Oscar nominations throughout her career, has recently taken legal action against an AI app developer for unauthorized use of her voice and image in an advertisement. According to a report by Variety, the 22-second ad in question was promoting an AI image editing app called “Lisa AI: 90s Yearbook & Avatar” and featured an AI-generated version of Johansson’s voice and likeness.
The advertisement begins by showing a genuine clip of Johansson from behind the scenes of her movie “Black Widow,” where she says, “What’s up guys? It’s Scarlett and I want you to come with me…”. However, it quickly transitions to AI-generated images and a cloned rendition of her voice endorsing the AI app. Notably, the ad includes a small disclaimer that reads, “Images produced by Lisa AI. It has nothing to do with this person.” Although the ad is no longer accessible on X, multiple Lisa AI apps developed by Convert Software can still be found on the App Store and Google Play.
Johansson’s lawyer, Kevin Yorn, stated that they are handling the situation through legal means and emphasized the seriousness of the matter. Yorn mentioned, “We do not take these things lightly. Per our usual course of action in these circumstances, we will deal with it with all legal remedies that we will have.”
Scarlett Johansson possesses one of the most recognizable faces and voices in Hollywood, being associated with high-end brands such as Dolce & Gabbana and Louis Vuitton. Given her prominent status, it is surprising that someone would attempt to exploit her likeness, if the claims are indeed valid. Additionally, this incident raises concerns about the quality of advertisers on X, the platform where the ad was initially featured.
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The use of AI to replicate celebrity likenesses is a relatively new phenomenon, and the legal implications surrounding this practice are still being navigated. In a notable case, actor Tom Hanks cautioned his fans on social media about videos that employed AI-generated versions of his likeness to fraudulently endorse products. The emergence of AI technology in manipulating and replicating images and voices has undoubtedly created new challenges and questions within the legal and entertainment industries.
While the legal aspect surrounding these cases remains somewhat ambiguous, some states have implemented laws regarding privacy rights. In California, for instance, civil lawsuits can be filed for the unauthorized use of someone’s “name, voice, signature, photograph, or likeness” in advertising or promotional materials. These laws aim to protect individuals from the unauthorized commercial exploitation of their identities.
The implications of AI-generated likeness in advertising extend beyond legal boundaries. It leads to broader discussions about the ethics of using technology to create deceptive content and infringe upon an individual’s right to control their image and voice. As AI continues to advance, it becomes crucial to establish guidelines and regulations that can appropriately address these ethical concerns and ensure the protection of individuals’ rights.
In conclusion, Scarlett Johansson’s legal action against an AI app developer for the illegal use of her voice and image in an advertisement sheds light on the emerging issue of AI-generated likeness. This incident highlights the need for clearer regulations and ethical considerations surrounding the use of AI in replicating celebrity identities. While the legal ramifications are still being worked out, it is imperative to protect individuals’ rights and maintain the integrity of their personal identities in an increasingly technologically driven world.
