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The rise of AI technologies, such as deepfakes and AI-generated likenesses, is creating new challenges for identity rights. This issue was dramatized in a recent Black Mirror episode, reflecting real-world concerns from actors and performers. The US actorsâ?? union, SAG-AFTRA, is protesting against the potential use of AI-generated extras, and concerns extend to potential misuse of AI-generated likenesses of famous actors. Tom Graham, CEO of Metaphysic, a company that creates authorized deepfakes, has submitted a copyright application for his own AI likeness, while other performers are starting to commercialize their AI personas. Celebrities such as Mark Tuan, Eva Herzigova, and Neymar have collaborated with businesses to create AI 3D avatars for brand collaborations. As governments worldwide work on AI regulations, the outcome of these negotiations could set a precedent for how businesses and brands use generative AI in relation to human likenesses. An ethical approach, including informed consent, is recommended as technology continues to evolve.
https://www.wundermanthompson.com/insight/digital-personality-rights