The Battle Against AI Deep Fakes: Scarlett Johansson Takes Legal Action
Scarlett Johansson, the renowned Hollywood actress, has taken a stand against AI-generated deep fakes by announcing her intent to pursue legal action against a Turkish AI company called Lisa AI. This move places Johansson among a growing list of celebrities and public figures who are increasingly frustrated by the proliferation of AI-crafted impersonations that exploit their name and likeness without consent.
The incident that prompted Johansson’s legal action involves Lisa AI, an image generating app, which recently posted an ad on Twitter featuring a deepfake of Johansson enthusiastically endorsing their product. While this may seem like a straightforward case of intellectual property infringement, the borderless nature of the internet, combined with the involvement of AI, introduces complexities into the legal landscape.
Lisa AI is owned by Convert Yazılım Limited Şirket, a Turkish company based in Istanbul. This international dimension could pose significant challenges for Johansson and her legal team. While international disputes are not uncommon in the entertainment industry, the addition of AI into the equation adds a layer of complexity.
In the United States, policymakers have been increasingly focused on establishing a federal legal framework to regulate AI-generated deep fakes. Courts in countries such as India have also taken a stance against AI deep fake creators. However, it’s crucial to note that not all countries have been equally proactive in addressing this novel technology.
For instance, in Japan, regulators announced earlier this year that using copyrighted works to train AI systems does not violate copyright laws. This lenient approach reflects Japan’s current stance on AI regulation. According to a report by the Law Library of Congress, no AI-related laws have been proposed or adopted in Japan. Similarly, Turkey lacks AI-specific regulations, and none are expected shortly.
While Lisa AI appears to have voluntarily removed the contentious Twitter ad following contact from Johansson’s legal team, questions remain regarding future disputes involving companies from countries with lax AI regulations. Public figures in many countries, including the United States, have fewer protections concerning their publicity rights.
This evolving legal landscape may lead disputes to shift toward the online platforms where deep fakes are posted, such as Twitter. However, Twitter’s stance on the matter has evolved, particularly since Elon Musk’s takeover of the platform.
Since Musk’s involvement, Twitter has relaxed several of its policies regarding the dissemination of false information. According to the company’s policy on misleading media, last updated in April, content involving fake audio, video, or images is subject to removal only if it is “likely to result in widespread confusion on public issues, impact public safety, or cause serious harm.”
In Johansson’s case, while she is undeniably a global icon, a fake ad featuring her endorsing a yearbook photo app may not meet the threshold for removal under Twitter’s current policy.
Scarlett Johansson’s decision to take legal action against AI-driven deep fakes is a significant step in the ongoing battle to combat deceptive AI-generated content. It highlights the challenges posed by the lack of international consensus on AI regulations and the evolving policies of online platforms.
As technology continues to advance, celebrities and public figures may find themselves increasingly vulnerable to AI-based impersonations. Achieving a balance between protecting individuals’ rights and ensuring the responsible use of AI remains a complex and pressing issue in today’s digital age.
Scarlett Johansson’s legal action serves as a reminder of the importance of addressing AI deep fakes' ethical and legal implications. As society grapples with the ever-expanding capabilities of artificial intelligence, finding common ground and effective solutions becomes paramount to protect both individuals and the integrity of online platforms.
