When AI is used to show famous people expressing things they didn’t say, it’s called a deepfake. When it’s intentional, it’s called a breakthrough. But intention requires authorization, and that’s where the thorny questions begin. The ability to portray real people is increasingly possible with a form of AI known as Generative Adversarial Networks. An actor’s image may be AI-generated on purpose, for example as a special effect in a film.
THE HOLLYWOOD REPORTER asks: what are the implications? There’s been little consideration of the knock-on effects.
The ability to protect and profit from your likeness is known in the US as a ‘right of publicity.’ If it conveys a right of use, is it like property? If so, might an actor’s image be mortgaged, or traded, or even seized in a bankruptcy? The article presents several other examples of the issues involved.
‘Ultra-realistic manipulation of digital imagery could open up new horizons for filmmaking, but lawmakers are only beginning to grapple with the issues and unanswered questions it poses.’