The advertisement in question, broadcast on X/Twitter, showed a 22-second video with Scarlett Johansson. In the clip, we see a clip of the actress behind the scenes during the filming of Black Widow, followed by AI-generated images that look like him, with a voiceover mimicking his own to promote the app. The advert bore the words: “ Images produced by Lisa AI. They have nothing to do with this person “.
The stars go on the attack against AI
Johansson’s lawyer, Kevin Yorn, told Variety that the actress was not a spokesperson for the app and that they intended to take the matter to court for redress. The Lisa AI applications, developed by Convert Software, are still available on the App Store and Google Play, but advertising has since disappeared from the internet.
In California, where many celebrities reside, the law is strict regarding the right to privacy. The state provides them with a civil remedy for the unauthorized use of a person’s name, voice, signature, photograph or likeness for advertising or promotional purposes. Although some celebrities file lawsuits to set a precedent, most cases settle through cease and desist requests.
Tom Hanks also found himself in a similar situation. The actor shared a warning on his Instagram account about a promotional video for dental insurance that exploited an AI-created version of him. He claimed to have no connection with this ad and expressed his concern about the rise of artificial intelligence and deepfakes in the industry. In an episode of the podcast The Adam Buxtonthe interpreter of Forrest Gump spoke of his fear of seeing actors continue to “perform” after their death thanks to these technologies.
Hanks revealed that discussions were underway among guilds, agencies and law firms about the legal implications of appropriating actors’ faces and voices as intellectual property. Will the public care to distinguish the authentic from the artificial? Even though differences are noticeable, some might not care.
The Hollywood industry is only just starting out against consent-free artificial intelligence. Other cases will enrich the chronicle, until regulations are put in place. Until then, it will be the wild west…
