The lawyer representing the actress has pledged to take legal action in response to the promotional material being circulated online. Additionally, this issue was addressed during the recent AI safety summit held in the UK.
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Scarlett Johansson has become the victim of a fake advertisement using advanced technology, highlighting the risks associated with this new trend. An artificial intelligence-created deepfake of the well-known actress was featured in a commercial for Lisa AI, a company specializing in creating avatars based on written descriptions.
Johansson’s legal representative argued that the company had unauthorizedly used her likeness by using video material from a campaign she had previously done with Omaze. The advertisement in question was noticed on X (formerly Twitter) but appears to have been removed since then. Variety reported that the ad included a disclaimer indicating that the images were generated by Lisa AI and that the person depicted was not connected to the content.
Yet, Johansson’s lawyer, Kevin Yorn, made it clear that they are treating the situation with utmost seriousness, saying, “We are approaching this issue with all seriousness and intend to explore all available legal avenues, as we always do in such circumstances.” Sky News has also contacted Lisa AI to hear their side of the story. Despite the ongoing controversy, the company’s free application is still available for download on both the Apple App Store and the Google Play Store.
Public figures such as Johnson, Hanks, and Cruise are becoming worried about AI technology as it allows advertisers to use their images without permission. Hanks took to Instagram to alert his followers about a deepfake ad using his likeness, underscoring the risks posed by AI in the world of advertising.
During the recent Hollywood strikes, AI has become a hot topic, especially as American actors and writers push for more safeguards to prevent unauthorized use of their work. The issue of deepfakes was a major focus at the AI safety summit in the UK, with concerns rising about its potential impact on the upcoming UK and US elections.