Hollywood has been deeply engaged in concerns regarding the rise of artificial intelligence (AI) throughout 2023 as celebrities and public figures grow more concerned about the usage of their likeness in AI deep fakes. Several well-known people have taken action to stop the unlawful use of their names in AI-generated content as a result of this alarming trend.
Tom Hanks, a renowned actor, was among the first celebrities to encounter an AI deep fake impersonating him. He discovered a video featuring his likeness being used to promote what he described as a “dental plan.” Expressing his disapproval, Hanks took to Instagram on October 1 to warn his followers about the deep fake, stating that he had no involvement in its creation. His vigilant message was a clear attempt to distance himself from the deceptive content.
Gayle King, a prominent American broadcast journalist, faced a similar predicament when an AI deep fake of her surfaced. This fraudulent video utilized footage from a recent promotional video for her radio show. Not only did it misrepresent her views, but it also endorsed a product she had no knowledge of or association with. King promptly addressed the issue on her Instagram account on October 2, alerting her community to the manipulative use of her voice and image. She urged her followers “not to be fooled” by these deceptive practices, prompting widespread concern among her supporters regarding the alarming capabilities of AI deep fakes.
MrBeast, a well-known YouTube personality, also fell victim to an AI-generated deep fake. The fake video depicted MrBeast promoting a scam related to winning an iPhone 15 Pro. Frustrated by the deceptive content, he turned to social media platform X (formerly Twitter) on October 3 to voice his concerns. In his plea to social media platforms, MrBeast questioned their readiness to combat the proliferation of AI deep fakes, emphasizing the severity of the issue.
Lots of people are getting this deepfake scam ad of me… are social media platforms ready to handle the rise of AI deepfakes? This is a serious problem pic.twitter.com/llkhxswQSw
— MrBeast (@MrBeast) October 3, 2023
Responses to MrBeast’s post revealed that AI deep fakes are not limited to a single platform. Users shared their experiences of encountering such content on platforms like TikTok, underscoring the widespread nature of this problem. The growing prevalence of AI deep fakes in online spaces has raised legitimate concerns among both celebrities and the general public.
While the United States has yet to enact official legislation specifically addressing AI deep fakes, lawmakers are deliberating over the regulation of political deep fakes in anticipation of the 2024 presidential election. However, the entertainment industry, including Hollywood studios and actors, has already taken steps to address the use of AI in future productions.
Members of the Screen Actors Guild-American Federation of Television and Radio Artists have included AI-related issues in their ongoing strike discussions. Studio proposals have suggested that background performers should undergo scanning, receiving only a single day’s pay in return, while relinquishing complete ownership of their scanned image and likeness to production companies.
In a parallel development, the Writer’s Guild strike has concluded, resulting in negotiated terms that account for AI’s role in written materials within the entertainment industry. This multi-faceted response underscores the urgency and complexity of addressing AI deep fakes, which continue to blur the lines between reality and deception in the digital age.
ALSO READ
- AI Deepfakes Pose Growing Threat to Identity Checks on Crypto Exchanges
- UN Report Warns of 'Serious and Urgent' Threat Posed by AI Deepfakes