The actor’s image was featured in an online commercial without her consent.
Scarlett Johansson has taken legal action against an AI application that used her name and image in an artificially generated advertisement without her permission.
The ad of 22 seconds, which was posted on X, a platform that was previously called Twitter, using an app that generates images known as Lisa AI: 90’s Yearbook and Avatar, utilised authentic video footage from Johansson to create an untrue image and a dialog for the actress.
The 38-year-old actress’ representatives told the magazine that she was not an official spokesperson of the business, and legal action was in place since the incident was reported on October 28. “We don’t take this lightly. As is our normal method of operation in such situations, we will handle the situation with all legal resources that we can,” her lawyer, Kevin Yorn, told Variety. The ad was later removed.
The film, which Variety reviewed, began with behind-the-scenes footage of Johansson on the film’s set. Marvel movie Black Widow. “What’s happening, you guys? It’s Scarlett, and I’d like you to be part of my … ” She states as the screen transforms into AI-generated images that resemble her.
The voice that imitates the actor continues to advertise the application: “It’s not limited to avatars only. It also lets you create images using text as well as your AI videos. I would suggest you don’t miss the opportunity,” the fake narration states.
The fine print on the advertisement reads: “Images produced by Lisa AI. This has nothing to do with the person who created it.” Numerous apps from Lisa AI remain on the App Store as well as Google Play.
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Johansson is different from the actors who voice their opinions in public against the use of their name and image to promote AI. In the last month, Tom Hanks took to Instagram to warn his followers about a dental program that utilised an artificially generated image of him in their marketing video. “Beware! … I’m nothing to do with this,” He posted to the Instagram story.
A number of writers, including comic Sarah Silverman, have filed a lawsuit against the ChatGPT created by OpenAI and Meta, Facebook’s parent company. Meta, over copyright infringement based on claims they were trained based on their work without consent.
This isn’t the first time that Johansson has seen her image being used without her permission. In the year 2018, the actress was interviewed by The Washington Post about her image being used for computer-generated “deep fakes,” where women’s faces are included in pornographic videos. “Nothing could stop someone from cutting and pasting my picture or that of anyone else onto a different body and making it appear as real as they want,” she said. “There are no regulations on the internet, as it’s an open space that is completely lawless and is in complete disregard of US laws that, again, only apply here.”