A recent advertisement featuring an AI-generated version of Taylor Swift promoting a giveaway of Le Creuset cookware has been exposed as a deceptive campaign, causing concerns about the misuse of AI technology. The ad falsely claimed that Taylor Swift was giving away 3,000 cookware sets due to a packaging error, using a fake version of her voice and images of the cookware.
Unauthorized Campaign Details
The deceptive ad surfaced on social media platforms, showcasing a likeness of Taylor Swift and a fabricated voice, attempting to engage fans in a purported giveaway. The voice in the ad declared, "Hey you all, it’s Taylor Swift here," before explaining the giveaway due to a packaging error. Meta, Facebook's parent company, confirmed the removal of the ad from its platform.
Denials from Le Creuset and Meta
Le Creuset, the cookware company mentioned in the ad, released a statement confirming that neither they nor Taylor Swift were involved in the campaign. Le Creuset emphasized that all official giveaways or promotions are communicated through their official social accounts. Meta's spokesperson also confirmed the ad's removal from the platform.
AI Expert Weighs In
AI expert Marva Bailer raised concerns about the unethical use of AI in marketing, stating that while AI tools may be employed, human decisions are responsible for allowing ads without contractual rights for endorsement. Bailer emphasized that the entertainment context does not excuse the lack of legal consent when using celebrity likenesses for brand representation.
Rapid Evolution of AI Tools
Bailer highlighted the rapid evolution of AI tools, enabling the creation and dissemination of content by non-professionals on a global scale. She pointed out the risk of fake ads slipping through due to the sheer volume of content and consumers' short attention spans. With AI's ability to understand preferences and increase personalization, there is a potential for misleading content, fake reviews, and imaginary visuals in advertisements.
Celebrity Likeness Misuse in AI Ads
The unauthorized use of celebrities' likenesses in AI-generated ads is not a new phenomenon. Tom Hanks and Scarlett Johansson have previously spoken out against scams involving their names and likenesses. The misuse of celebrity images without permission has prompted legal actions and calls for legislative measures to address the issue.
Legal Recourse and Proposed Legislation
While celebrities may have legal recourse against the unauthorized use of their likenesses, a proposed "No Fakes Act" has been introduced as a discussion draft by a bipartisan group of senators. The act aims to address the misuse of AI-generated content, providing legal remedies for those affected by deceptive campaigns.
As AI technology continues to evolve, the challenges of ensuring ethical and legal standards in advertising are becoming increasingly evident, necessitating a concerted effort from both industry players and legislators.
