How generative AI is driving the rapid rise of celebrity name, image and likeness misuse online
Key forms of inappropriate usage include fake endorsements, voice-enabled chatbots and pornographic material
Notorious instances of NIL misuse with generative AI have surfaced in news reports, with famous victims joining a lengthening docket including Taylor Swift, Tom Hanks, Steve Harvey and Selena Gomez. Yet such reported infringements still amount to anecdotal evidence, the tip of the iceberg of a much larger problem.
Generative content — defined as any output from a generative AI tool or model across all AI modalities — now accounts for the vast majority ofto create content that manipulates an original piece of content with generative AI techniques, such as a video manipulated to overlay or substitute a famous person’s face or voice onto another person’s face or voice .
Infringing content most commonly appears and spreads on social media platforms, primarily including YouTube, TikTok and Instagram, according to Loti, a deepfake detection and takedown service also working with public figures, per its analysis of 30 billion assets between July 1 and September 10. A smaller but fraught remainder appears on porn sites or various blogs on the web.
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