A dental healthcare ad featuring an AI-generated younger version of Tom Hanks in a black suit has raised alarms. The actor took to Instagram, cautioning, “BEWARE!! There’s a video promoting a dental plan with an AI version of me. I have nothing to do with it.”
Tom Hanks, known for his roles in movies like “Saving Private Ryan” and “The Polar Express,” expressed his disapproval of the AI-generated ad. While he’s had his likeness used in movies, this dental plan ad was created without his consent using AI.
Creating deepfakes, which are fabricated videos or images generated by machine-learning software, has become increasingly accessible. It can involve a small dataset of a person’s images or recordings, or even just a description provided to a powerful language model, resulting in the desired fake content.
The implications of such technology are concerning, and the legal landscape surrounding it remains uncertain. In some instances, AI-generated versions of celebrities have appeared in advertisements without their approval. Extras in the entertainment industry fear that their likenesses could be scanned and used to create AI body doubles, potentially replacing them.
The Screen Actors Guild and American Federation of Television and Radio Artists (SAG-AFTRA) are currently on strike over the use of AI in entertainment. They are negotiating for better wages, restrictions on AI use, and improved benefits in response to changes in the industry brought about by streaming and digital technology.
Recently, an agreement was reached between AMPTP and the Writer’s Guild of America to enhance working conditions, salaries, and protection for screenwriters against generative AI.
The use of AI in creating content and the potential implications for the entertainment industry continue to be subjects of debate and negotiation.
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