Tom Hanks took to social media to clarify that a dental plan advertisement floating about the internet has used his AI likeness without his consent.
Get a daily digest of the latest news in tech, science, and technology, delivered right to your mailbox. Subscribe now.is promoting dental plans. But Hanks didn’t shoot for or endorse the ad. His likeness was generated, without his consent, with the help of artificial intelligence tools. And the actor, obviously, isn’t happy about it.
Deepfakes and AI likenesses are vital contention points in the ongoing protest by the Screen Actors Guild-American Federation of Television and Radio Artists against the Alliance of Motion Picture and Television Producers . The union is demanding that the actors be protected against the studios’ usage of AI to map their faces and use them in films in perpetuity without fair compensation.
Previously, Hanks’ face was de-aged to make him look younger in the movie ‘Here’ directed by Robert Zemeckis. The film used hyperrealistic technology to replace faces using AI and to de-age actors, allowing the director to tell a story across generations.Starring in the Adam Buxton podcast in May this year, Hanks acknowledged the versatility of AI and said that anyone’s voice, face, and expressions can be recreated and used long after that person has died.
"I can tell you that there are discussions going on in all of the guilds, all of the agencies, and all of the legal firms in order to come up with the legal ramifications of my face and my voice and everybody else's being our intellectual property." Hanks added that AI likeness is an artistic challenge, but it is also a legal one.
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