‘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.’
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.