Artificial intelligence (AI) has been a major talking point in Hollywood throughout 2023, and continues to be so, with many celebrities coming out condemning the use of likenesses in AI deepfakes.
Actor Tom Hanks, YouTube personality MrBeast, and American broadcast journalist Gayle King recently tried to put an end to deepfakes for themselves.
Hanks was the first to spot the AI deepfake of himself after he posted a screenshot of the video to his Instagram page on October 1, saying “beware” and that he had nothing to do with the video.
The AI version of Hanks was created to promote what he called “Some Plan for Dentistry.”
A day later, on October 2, King posted a similar video to her Instagram account. A fake photo of her was created by an AI, which used a video she recently filmed to promote her radio show.
The fake also promoted a product that the journalist said she neither knew nor supported. “…they manipulated my voice and video to make it seem like I was promoting it,” she wrote, warning her community not to “be fooled.”
King received many comments in support and expressed concerns about the “fear” of AI deepfakes.
On October 3, YouTube personality James Donaldson, known as MrBeast, took to social media platform X (formerly Twitter) to denounce deepfakes of himself created by artificial intelligence. In this case, MrBeast was seen promoting a scam to win an iPhone 15 pro.
The YouTube personality’s posts made a plea to social media platforms, saying: “Are social media platforms ready to deal with the rise of AI-based deepfakes? This is a serious problem.”
A lot of people are receiving this ad of my deepfake… Are social media platforms ready to handle the rise of AI-based deepfakes? This is a serious problem pic.twitter.com/llkhxswQSw
— MrBeast (@MrBeast) October 3, 2023
One X user commented on MrBeast’s post, saying they received the ad on their TikTok, while another also raised concerns about the emergence of widespread AI-driven deepfakes.
Although there is no formal legislation created or implemented regarding AI deepfakes in the United States, lawmakers are considering regulating political deepfakes in the lead-up to the 2024 presidential election.
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However, Hollywood entertainment studios and actors are negotiating the use of artificial intelligence in future productions. Members of the Screen Actors Guild-American Federation of Television and Radio Artists have included artificial intelligence as an issue in their ongoing strike since the summer.
The proposal from the studios suggested that performers should be background checked, receive only one day’s pay, and then turn over full ownership of the scan, image and likeness to companies.
Meanwhile, the Writers Guild strike has finally ended, with terms negotiated for the use of artificial intelligence in written materials in the entertainment industry.
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