In the realm of Hollywood and the world of public figures, the specter of AI deepfakes continues to cast a long shadow over the digital landscape, leaving celebrities and influencers to combat the misuse of their likeness.
Throughout the year, artificial intelligence (AI) has taken center stage in Tinseltown, and it remains a topic of great concern as multiple high-profile individuals step forward to condemn the proliferation of AI-generated deepfakes.
Leading the charge against this technological menace is none other than the beloved actor Tom Hanks. On October 1st, Hanks took to his Instagram page to expose an unsettling AI deepfake video featuring his own image.
With a stern warning of “beware,” he made it clear that he had no involvement in this fraudulent creation. The AI version of Hanks had been birthed into existence solely to peddle what he humorously referred to as “some dental plan.”
Not to be outdone, American broadcast journalist and television personality Gayle King found herself in a similar predicament on October 2nd. An AI deepfake emerged, exploiting a recent video she had made to promote her radio show.
Much to her dismay, this fake not only misrepresented her but was also hawking a product she had no knowledge of, let alone endorsed. King promptly set the record straight, asserting that her voice and image had been manipulated to create the illusion of her support for the product. She took to her Instagram to caution her followers “not to be fooled.” The response from her community echoed concerns over the unsettling nature of these AI deepfakes.
On October 3rd, the popular YouTube personality James Donaldson, widely known as MrBeast, joined the ranks of those combatting AI-generated impersonations. MrBeast confronted an AI-generated deepfake that depicted him endorsing a dubious iPhone 15 Pro giveaway scam.
Taking his concerns to social media platform X, he implored, “Are social media platforms ready to handle the rise of AI deepfakes? This is a serious problem.” Supportive users shared their own experiences, with one reporting encountering the ad on TikTok, while others echoed the rising unease regarding the proliferation of AI deepfakes.
As this digital menace looms large, there remains a notable absence of official legislation addressing AI deepfakes. However, in the United States, lawmakers are actively considering regulations concerning political deepfakes in anticipation of the 2024 presidential election. Meanwhile, Hollywood entertainment studios and actors are engaged in ongoing negotiations about the role of AI in future productions.
The Screen Actors Guild‐American Federation of Television and Radio Artists (SAG-AFTRA) members have included AI-related matters in their ongoing strike discussions, which have persisted since the summer. The studios’ proposal has sparked controversy, suggesting that background performers should undergo scanning, receiving only a single day’s worth of pay while ceding complete ownership of their scanned image and likeness to the companies.
While the Writer’s Guild strike has reached a resolution, including agreements regarding AI use in written material within the entertainment industry, the SAG-AFTRA strike remains unresolved, leaving the fate of AI in entertainment hanging in the balance. As celebrities and influencers continue to grapple with the spread of AI deepfakes, the conversation around these deceptive digital manipulations shows no signs of abating.