Renowned Hollywood actress Scarlett Johansson, an Oscar-nominated talent, has initiated legal action against an AI app developer for the unauthorized use of her likeness in an advertisement, as reported by Variety. The 22-second promotional video featured an AI image editing application named “Lisa AI: 90s Yearbook & Avatar” and purportedly utilized an AI-generated version of Scarlett Johansson’s voice and image.
The advertisement began with an authentic clip of Johansson from a behind-the-scenes moment in “Black Widow,” where she stated, “What’s up guys? It’s Scarlett, and I want you to come with me…”. However, it then seamlessly transitioned into AI-generated photos and a cloned voice, both endorsing the AI app. Below the ad, there was fine print that clarified, “Images produced by Lisa AI. It has nothing to do with this person.” Despite the controversy, multiple Lisa AI apps developed by Convert Software are still available on both the App Store and Google Play, according to Variety. However, the specific ad in question no longer appears on platform X.
Scarlett Johansson’s legal counsel, Kevin Yorn, addressed the situation, stating, “Johansson is handling the situation in a legal capacity. We do not take these things lightly. Per our usual course of action in these circumstances, we will deal with it with all legal remedies that we will have.”
Scarlett Johansson is not just a Hollywood icon but also a well-known face (and voice) in the industry. She serves as the spokesperson for esteemed companies such as Dolce & Gabbana and Louis Vuitton. Given her stature, it’s surprising that someone would dare to misuse her likeness, assuming the claim is accurate. This incident also raises questions about the quality and integrity of advertisements on platform X.
The use of AI to exploit the likenesses of celebrities is a relatively new phenomenon, and the legal implications are still evolving. In a notable case, actor Tom Hanks alerted his fans on social media about videos employing AI-generated versions of his likeness for fraudulent product endorsements.
Although it remains a legal gray area, some states have established laws regarding privacy rights. California, for instance, permits civil lawsuits for the unauthorized use of someone’s “name, voice, signature, photograph, or likeness” in advertising or promotion. The outcome of this legal battle will undoubtedly have far-reaching implications for the use of AI in advertising and the protection of celebrity likenesses.
