A voice message, purportedly from science presenter Liz Bonnin, surfaced recently, granting permission for her likeness to be used in an ad campaign. However, Bonnin's management team discovered it to be AI-generated, with her voice fluctuating in accent and tone.
Bonnin expressed discomfort and labeled the incident a violation of her privacy. She stated, "It does feel like a violation and it's not a pleasant thing." Despite relief that the product was benign, she emphasized the need for caution, urging people to verify unusual requests.
Howard Carter, CEO of Incognito, the company behind the campaign, asserted he received several voice messages from someone claiming to be Bonnin. He believed he was in genuine communication with her, leading to the belief that the endorsement deal was legitimate.
The impersonator provided contact details and negotiated the deal directly with Carter, bypassing Bonnin's management agency. A signed contract and payment were made, and the campaign launched before Bonnin's denial, leading to realization of the scam.
AI experts analyzed the voice note, concluding it was likely artificially generated. They noted inconsistencies in accent, speech gaps, and unusually clear quality despite background noise, indicating AI manipulation.
Bonnin highlighted the incident as a cautionary tale about AI's potential dangers, stressing the need for better regulation. She warned of AI's growing sophistication and potential misuse.
Incognito reported the incident to authorities and apologized for their CEO's involvement. They urged vigilance against such scams, emphasizing transparency and ethical conduct.
The BBC and Wildlife Trusts declined to comment on the incident.
