AI’s are already being able to create models of virtual people so perfectly that it even looks real. There are those who think this is good, like actress Jamie Yeo, but the truth is that if there is not a very strong regulation that is already being processed in some countries, such as PL 2,338/2023, which is already being analyzed by the Brazilian Federal Senate, the trend is unemployment, hunger and misery, mainly for 99% of the world’s population who were not born within the richest 1%.
Singaporean actress, model and former radio DJ Jamie Yeo has no problem being deepfake. In fact, she signed up for it.
“It’s a bit like that episode of Black Mirror with Salma Hayek,” jokes Yeo.
She was speaking to the BBC the day after Charlie Brooker’s new series of the Netflix show was released. In the first episode, actress Salma Hayek, playing a fictionalized version of herself, gives her image to a producer.
The deal allows her to use an artificial intelligence or AI-generated deepfake version of the Hollywood star to “star” in her new TV drama. What she says and does on the show is controlled by the computer.
The consequences for Mrs. Hayek, without spoiling the story, are not good.
Concerns about AI’s impact are partly behind Hollywood’s first actors’ strike in more than four decades, bringing the film and television industry to a standstill in the United States.
This comes after the Screen Actors Guild (SAG-AFTRA) failed to reach an agreement in the US for better protections against AI misuse for its members.
The actors’ union warned that “artificial intelligence poses an existential threat to the creative professions” as it prepared to investigate the matter.
However, Mrs. Yeo is not worried. She is one of a growing number of celebrities embracing AI-generated advertising.
The new technology is being met with a mixture of excitement and apprehension.
Mrs. Yeo has just struck a deal with financial technology company Hugosave that allows her to use a digitally manipulated image of her to sell her content.
The process is quite simple. She spends a few hours in front of a green screen to capture her face and movements, then a few more hours in a recording studio to capture her voice.
An AI program synchronizes the images with the audio to create a digital alter-ego capable of saying just about anything. The results are incredible.
“I understand the concern, but this technology is here to stay. So even if you don’t accept it because you’re scared, there will be other people who will accept it,” says Yeo, who doesn’t seem to care much about the future, which could culminate in her resigning in exchange for a robot.
Some already have. As part of her deal with PepsiCo, soccer superstar Lionel Messi allowed her to wear a version deepfake of himself to advertise Lay’s fries.
Online users can not only create personalized Lionel Messi video messages, they can also have him speak in English, Spanish, Portuguese and Turkish.
Fellow football superstar David Beckham and Hollywood legend Bruce Willis have also dabbled in deepfake technology, although unlike Yeo, they have so far not signed full image rights.
“I think deepfakes will become part of normal practice in the advertising industry in the coming years. It opens the door to all kinds of creative options. They are able to micro-target consumers and are often extremely persuasive.” says Kirk Plangger, marketing expert at King’s College London.
The efficiency of the process also makes it commercially attractive.
“You’re not doing as much work for the money you’re charging. It’s also good for the budget-conscious customer because they get a lot more content than they would on a regular shoot. So it works for everyone,” says Yeo.
The customer – in this case, Singapore-based Hugosave, agrees.
“Having this technology available means we can literally produce hundreds of videos in a matter of days. Contrast that with the months, if not years, it would take if we were filming content the traditional way. We are able to reap the benefits of AI while maintaining the human touch of a trusted local face – in this case Jamie’s,” says Braham Djidjelli, Co-Founder and Chief Product Officer at Hugosave.
But, as analysts like Dr. Plangger, there is a “dark side” to technology.
“It’s not something we can put back in the box. The advertising industry needs to wake up to the risks as well as the possibilities of artificial intelligence. That means stepping back, as a society, and thinking about what the proper or ethical use of this technology is.”
One of the things that Dr. Plangger is referring to is an impending “crisis of confidence” where consumers cannot distinguish between what is real and what is fake. This is something that is already being exploited by vested interests online and can range from synthetically manipulated pornography to disinformation and political messages.
But there are also more practical risks to talent who voluntarily apply to be deepfake. Currently, there are no clear AI-related laws to ensure that your image is properly protected.
For example, what happens if a brand uses its digital avatar to endorse a product that could harm its image, or if its alter-ego makes a sick joke?
“We are in uncharted territory when it comes to AI and technology deepfake. Many, many questions can arise. Who owns the intellectual property? Who should you turn to for legal remedies? The truth is that existing laws do not provide a robust enough regulatory framework to protect against these issues.” says Tng Sheng Rong, intellectual property attorney at Rajah and Tann in Singapore.
This could be the final hurdle for advertisers before they start buying the rights to digital versions of Hollywood celebrities, for example.
At this early stage, Yeo says she is very aware of the risks, but her decision was mainly based on trust in both Hugosave and the way business is done in Singapore.
But ultimately, she says, it’s about staying ahead of the curve.
“If you still want to be in the game, you have to learn to be in it. Because if you don’t want to, you should probably retire.”, she pointed out.
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