Famous actress Scarlett Johansson, known for her roles in superhero films, is hiring a legal battle against the Lisa AI application : 90s Yearbook & Avatar. This application based on artificial intelligence used the image of Scarlett Johansson to create a false advertisement, suggesting that the actress was the muse.
The actress’s lawyers confirmed to Variety that she is not a spokesperson or ambassador for this application.
Applicator copies Scarlett Johansson’s appearance and voice
The Lisa AI app reproduced Scarlett Johansson’s appearance and voice to create maximum illusion. The image editing software’s promotion was based on an authentic clip showing the actress in a behind-the-scenes video of Black Widow, with her exclaiming: “Hey guys, it’s Scarlett and I’m taking you with me …” The rest of the video presented images generated by artificial intelligence which reproduced the features of the actress.
Precedents with deepfake technology
This is not the first time that Scarlett Johansson has been the victim of such usurpation. Emma Watson, for example, was the victim of another AI-based app that superimposed her face onto bodies appearing in pornographic videos using deepfake technology. In the case of Lisa AI, an artificially generated version of Scarlett Johansson’s voice and image was used in a 22-second ad.
The actress decides to fight back legally
According to Variety, several Lisa AI apps created by Convert Software are still available on the App Store and Google Play, but the offending ad is no longer visible online. Scarlett Johansson opted to “handle the situation legally”, in the words of her lawyer Kevin Yorn.
The actress is one of the most famous faces and voices in Hollywood; She is notably a representative for luxury companies such as Dolce & Gabbana and Louis Vuitton.
A legal area still unclear around the use of AI-generated images of celebrities
Digital cloning of celebrity images with the help of artificial intelligence is a relatively new phenomenon, and legal action against these operations remains limited. Using artificial intelligence to copy celebrity images without permission raises complex ethical and legal questions.
In some states, there are already laws regarding the right to privacy. For example, California allows civil actions for any unauthorized use in promoting a person’s “name, voice, signature, photograph or likeness.”
Tom Hanks was also a victim of this type of usurpation
Recently, actor Tom Hanks alerted his fans on social media about videos using AI versions of his image to promote various products. Although these actions are still in a legal gray area, it is undeniable that the subject arouses more and more concern and reflection regarding the protection of the image and private lives of celebrities.
The legal battle started by Scarlett Johansson could mark an important turning point in the way in which laws protect personalities and their image rights in the face of galloping technological developments. The case also highlights the need for companies and artificial intelligence developers to be aware of the ethical issues surrounding the use of such technologies and to respect the rights of individuals.
