In an unsettling incident, an advertiser allegedly used a deepfake video of renowned actor Tom Hanks to promote dental plans, without his knowledge or permission. The incident came to light when Hanks took to Instagram on Sunday to alert his followers about the AI-generated video, clarifying that he had “nothing to do with” it. This incident not only raises concerns about the unauthorized use of celebrities’ digital likenesses but also sheds light on the broader challenges posed by AI technology in the industry.
Tom Hanks has been an outspoken advocate against the potential dangers of AI. In a previous appearance on “The Adam Buxton Podcast,” Hanks discussed the artistic and legal challenges posed by AI and deepfake technology. He expressed his apprehension that even after his demise, his performances could continue to be replicated using artificial intelligence, without any clear indication that it is not actually him. Hanks even pondered the possibility of an entire movie series being made using an AI version of himself, which could exist indefinitely in a perpetual state of being 32 years old. Interestingly, the controversial dental plan advertisement featuring Hanks showcases a noticeably younger version of the actor, lending further weight to his concerns about the misuse of AI.
The use of AI technology to profit from the legacies of celebrities has already raised ethical questions. The release of the documentary “Roadrunner: A Film About Anthony Bourdain” stirred widespread debate when it was revealed that AI-generated voiceovers of the beloved chef and storyteller were used. Similarly, Zelda Williams, the daughter of the late Robin Williams, recently took to Instagram to express her support for the Screen Actors Guild (SAG) in their fight against AI. Williams, who has firsthand experience of how AI can capture the likeness of people who cannot provide their consent, like her father, emphasized that these recreations are often poor imitations at best and monstrous creations at worst. She criticized the industry for prioritizing the wrong values and failing to stand for what it should truly represent.
Hanks, in his April interview on “The Adam Buxton Podcast,” reflected on his awareness of this issue since his involvement in the film “The Polar Express” in the early 2000s. In the animated film, a CGI version of Hanks was created with a substantial amount of his own data. This experience served as a realization that the industry was heading towards a future where digital renderings could blur the lines between reality and artifice.
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The incident involving Tom Hanks highlights the urgent need for regulations and safeguards in the realm of AI technology. Striking SAG-AFTRA workers, who advocate for the rights of actors, have expressed concerns about the use of actors’ digital likenesses. Employing deepfake technology without permission infringes upon an actor’s right to control their own image, and raises significant ethical and legal considerations.
AI-driven deepfakes have the potential to exploit both living and deceased individuals, leading to the creation of fabricated content without their consent. While AI technology can be a remarkable tool for creative endeavors, it also poses significant risks that need to be addressed proactively. Stricter regulations, combined with public awareness and education regarding the potential consequences and misuse of AI technology, are crucial steps towards mitigating the ethical challenges that lie ahead.
In conclusion, the incident involving the unauthorized use of a deepfake video featuring Tom Hanks highlights the ethical concerns surrounding the exploitation of celebrities’ digital likenesses. Tom Hanks’ public stance against AI and deepfake technology emphasizes the need for greater scrutiny and regulation in the industry. It also serves as a reminder that AI advancements should be met with appropriate safeguards to protect individuals’ rights and ensure responsible use. As the prevalence of deepfakes grows, it is imperative that society collectively addresses the ethical, legal, and societal ramifications of such technology.
