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Proliferation of AI deep fakes has Hollywood agents engaged in whack-a-mole
Actor, director and cinematographer Mark Gray holds a sign reading "No A.I." as writers and actors staged a solidarity march through Hollywood to Paramount Studios on Sept. 13, 2023.
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FREDERIC J. BROWN
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AFP via Getty Images
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Topline:
As deepfake ads dupe consumers — using such beloved celebs as Jennifer Aniston, Tom Hanks and Selena Gomez — and risk the reputations of high-profile figures, Hollywood agents and lawyers are on the front lines trying to win “a terrible game of whack-a-mole.”
Why it matters: Deepfake technology is only becoming more advanced, and AI tools are starting to be integrated into social platforms such as X. All this growth in the space makes it easier for scammers to create ads for products that appear to be celebrity-endorsed, risking reputations, creating potential harm for consumers and leading everyone to lose trust in what’s real. Just this week, Donald Trump posted a fake AI-generated image in which Taylor Swift appeared to endorse him. (She has not.)
WME’s tech solutions: WME has been among the agencies taking action, working with companies that deploy AI technology to solve the problems being created by less noble uses of AI. One company in particular, Loti, uses an automated system to scour the entire internet looking for clients’ faces and voices and sends takedown notices.
A new rule that’ll help: Last week, the Federal Trade Commission issued a new rule banning fake or false reviews. The FTC also explicitly mentions AI-generated celebrity testimonials as running afoul of the new dictate.
For more... read the full story on The Ankler.
This story is published in partnership with The Ankler, a paid subscription publication about the entertainment industry.
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