Scarlett Johansson, a well-known Hollywood actress, has taken legal action against an AI app developer for using her name and likeness in an online advertisement without her consent.
Scarlett Johansson’s Lawsuit Towards AI App
The incident that sparked Scarlett Johansson’s legal action involved an AI image editor called Lisa AI: 90s Yearbook & Avatar. The AI app featured an AI-generated version of Johansson’s voice in a 22-second online ad. The advertisement began with authentic behind-the-scenes footage of Scarlett Johansson while filming her role in the movie “Black Widow”. In the video, she said, “What’s up, guys? It’s Scarlett, and I want you to come with me”.
However, the ad took a dubious turn when it transitioned away from Johansson. An AI-generated voice, intended to sound like the actress, stated, “It’s not limited to avatars only. You can also create images with texts and even your AI videos. I think you shouldn’t miss it”.
Scarlett Johansson’s Legal Response
Faced with this unauthorised use of her image and voice, Scarlett Johansson decided to take legal action against Lisa AI and the AI app developer responsible for the ad. Her attorney, Kevin Yorn, stated, “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”.
This legal battle raises essential questions about the boundaries of AI technology, privacy, and intellectual property rights. It also highlights a growing concern surrounding the unauthorised use of AI-generated celebrity images.
Previous Encounters with Digital Replication
Scarlett Johansson’s legal action against AI voice and image cloning is not her first encounter with unsolicited digital replication. In 2018, she addressed the disturbing trend of “Deepfakes”, where individuals’ likenesses, especially women, are digitally superimposed onto explicit videos. She commented on the virtual wilderness of the internet, observing, “There are basically no rules on the internet because it is an abyss that remains virtually lawless”.
The challenges posed by AI and deepfake technologies underscore the importance of establishing clear legal boundaries and frameworks to protect the privacy and rights of individuals, particularly those in the public eye. Just like how Joe Biden warned about the use of AI.
Challenges in a Borderless Internet
Public figures are increasingly frustrated by the proliferation of AI-crafted impersonators, also known as deepfakes.
Johansson’s case is complicated by the international nature of the internet. The AI app developer, Convert Yazılım Limited Şirket, is a Turkish firm headquartered in Istanbul. While Hollywood lawyers are familiar with international disputes, the added variable of AI technology introduces new complexities.
International AI Laws
The lack of international and cross-platform consensus on AI laws has made it challenging to address AI-generated deepfakes effectively. In the United States, politicians are increasingly focused on creating a federal legal framework to regulate AI-generated deepfakes. Courts in countries like India have also taken action against AI deepfake creators. However, not all governments around the world have been as aggressive in their efforts to control this novel technology.
For example, in Japan, regulators announced earlier this year that using copyrighted works to train an AI system does not violate copyright laws. This disparity in AI regulations underscores the need for global cooperation and consistent legal frameworks to address these emerging issues effectively.
AI Impersonation Issue
Several other notable figures have faced similar challenges with AI-generated clones. Tom Hanks, another renowned actor, recently cautioned his followers about an AI-rendered version of himself appearing in a dental plan advertisement. He took to Instagram to clarify, “Beware! … I have nothing to do with it.”
In addition to actors, comedians like Sarah Silverman have also taken legal action against AI entities like ChatGPT by OpenAI and Facebook’s Meta, citing copyright violations. They argue that these AI models were illicitly trained using their copyrighted work.
These incidents highlight the potential perils of advanced AI technology, especially in the absence of definitive regulation. While cease and desist demands typically resolve many infringements, high-profile cases like Scarlett Johansson’s could set a legal precedent, offering guidance in an era of rapidly evolving digital advancements.
Our Final Say
The incident serves as a reminder that as AI technology continues to advance, it is crucial to establish international legal frameworks and regulations to protect individuals from unauthorised AI-generated content. The case also demonstrates the importance of legal precedent in an era of rapidly evolving digital advancements, providing guidance and protection to public figures and individuals targeted by AI impersonation and deepfake technologies.