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.
