Despite a recent bill signed into law in California, artificial intelligence deepfakes of celebrities remain as prevalent as ever.
One of the most recent was a clip of Jennifer Aniston posted on Facebook in which she talks about having a “bikini figure even in her 50s” and says, “The reason my body doesn’t gain fat is because of collagen supplements. It is advertised as “. ” According to US Weekly magazine.
The video was deleted, but fans had questions and sent it to fitness influencer Ben Carpenter to look into the video.
He determined that the clip first seen in the fake ad was actually from a Hollywood Reporter roundtable interview with other stars, including Nicole Kidman and Naomi Watts.
Fans questioned a video of Jennifer Aniston selling health supplements, with multiple people documenting it as an AI deepfake. (Gilbert Flores/Variety, via Getty Images)
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“You can see the body language matches. During this snippet of the video, she was actually talking about her performance. It has nothing to do with her ‘bikini body,'” Carpenter wrote on Instagram stated in the caption of the post.
He continued: “Once again, this is another warning of the power of AI. It will become increasingly difficult to tell which videos are real and which are not.”
Aniston’s representatives did not immediately respond to Fox News Digital’s request for comment.
Rob Rosenberg, founder and president of Telluride Legal Strategies, agreed: “The video was clearly fake.”
Rob Rosenberg, founder and president of Telluride Legal Strategies, agreed: “The video was clearly fake.” (James Devaney/GC Images)
Jennifer Aniston’s regular workout routine includes functional fitness training using home equipment
“If fans of Jennifer Aniston take a closer look at this video, they’ll probably notice that it’s not real. There’s a moment where the lips don’t sync with the audio. And if they’re fans, they’ll probably notice that it’s not real.” “You might know a lot about the table,” he said.
WATCH: AI experts talk about how technology has changed to make AI deepfakes easier
AI expert Marva Baylor agreed that fans are likely to question videos like the one shared, especially since Aniston doesn’t use social media much.
“Jennifer joined Instagram in 2019 and actually set a world record as she gained 1 million followers in 5 hours. But if you look at her Instagram, including her publicist, Even, she has less than 200 posts. So Instagram isn’t really a way for her to communicate to her audience,” she said. “When you immediately see an ad on Instagram where she promotes a product, a Spider-Man feeling comes to mind, because that’s not how she communicates to her audience.”
Aniston is not the first celebrity to have her likeness used in an AI-generated ad. Stars like Tom Hanks, Taylor Swift, and Scarlett Johansson have all battled the technology.
Tom Hanks is one of many celebrities whose likeness has been used without permission in AI-powered advertising. (Angela Weiss/AFP via Getty Images)
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“I’ve seen it described as a big game of whack-a-mole,” Rosenberg said.
“Certainly, you’ll want to stay vigilant and remove these things wherever you find them. All platforms have an obligation to remove that video once they’re notified that this isn’t real, this isn’t allowed. But obviously it’s your duty and your agent’s duty to be aware of this kind of thing and stop it as soon as possible, a million times or so before it happens. I’m actually shocked that the number of views was needed. It was flagged by someone as inauthentic,” he continued.
Aniston’s clip had been viewed more than 700,000 times at the time Carpenter reported it, according to Carpenter’s post.
“What has changed in the age of AI is these tools, and these digital tools have become very accessible to people at very low cost or even for free. , or required very expensive and complex software,” Baylor explained. “So people feel like, ‘Oh, just make an ad,’ but that’s not okay, and stars are now trying to find ads.”
“I’ve seen it referred to as a big game of whack-a-mole.”
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She continued, “Another area that’s really interesting is the law, which is now looking at the whole ecosystem, not just the creators and the employees. And what that means is that the product “The providers that provide it, and even the media that access you, will be very difficult to sue and track. However, if discovered, it would cause huge damage. ”
Bills are being considered in Tennessee and now California, and two were recently signed into law in September.
On September 17, California Governor Gavin Newsom signed two bills supported by the actors union SAG-AFTRA. The bill, AB 1836, provides protection for the likeness of actors, living and dead, and limits the use of AI. AB 2602, which would create digital replicas of deceased performers without estate consent and strengthen living performer consent requirements for AI replicas;
“As we continue to navigate uncharted territory in terms of how AI and digital media will transform the entertainment industry, our north star has always been to protect workers. will ensure our industry continues to thrive while strengthening protections for workers and their workers. “Likenesses may or may not be used,” Newsom said in a statement.
California Governor Gavin Newsom signed two bills supporting protections for AI performers, but last month vetoed a third, broader bill. (AP Photo/John Bazemore)
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“Today is an important day for SAG-AFTRA members and everyone else, because the AI protections we fought so hard for last year are now in the hands of Congress and Gavin Newsom,” said SAG-AFTRA President Fran Drescher. “Thanks to the governor, it’s now expanded by California law.” . “They say when California goes, so goes the country.”
WATCH: Legal expert explains why celebrities need to remain wary of AI deepfakes
In late September, Newsom vetoed another bill, SB 1047, which also received support from SAG-AFTRA.
According to the Associated Press, the governor’s veto is a major setback to efforts to erect guardrails that would fence in AI and its rapid evolution with little oversight.
“SB 1047, while well-intentioned, fails to consider whether AI systems are deployed in high-risk environments, involve critical decision-making, or involve the use of sensitive data,” Newsom said. he said in a statement. “Instead, this bill applies strict standards to even the most basic functions of large systems as long as they are deployed. This is the best approach to protect the public from the real threats posed by technology. I don’t think so.
Fran Drescher became SAG-AFTRA President in 2021 and joined Governor Gavin Newsom in signing two AI bills. (Rodin Eckenroth/Getty Images)
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“I give a lot of credit to the state of California for being pretty aggressive in passing legislation around AI and misleading information provided to consumers,” Rosenberg said. “I think they are leading the charge on how to protect consumers from misconceptions that can arise from the use of this technology.”
Regarding the vetoed bill, he added, “Governor Newsom, on the one hand, is the governor of a state that is the epicenter of the entertainment industry, where Hollywood is located. And on the other hand, I think, you know, what is that? “It was a long time ago,” he added. Thirty-two of the top 50 AI developers in the world are also located in his state. So he’s trying to balance competing interests in the state. Obviously he wants people and businesses to stay there. Continuing development, attracting investment capital, doing all of those things, and that’s what we saw in this particular bill, which he led in so many bills that have been passed. I think that’s what I’m trying to do. But at the same time, he doesn’t want to stifle or stifle innovation, and is looking for ways to provide a runway for people to understand all the good uses of this technology, while keeping an eye out for the bad. It is. use. ”
The key to dealing with this, for celebrities and ordinary people alike, is vigilance.
Experts say stars like Jennifer Aniston and ordinary people alike need to be wary of AI-fabricated videos circulating on the internet. (Michael Buckner/Variety, via Getty Images)
“Since the digital age, the law cannot stop unauthorized advertising,” Beiler said. “There will be creators who are willing to put out whatever they want, whether it’s for fun, for profit, or for harm. And it’s up to the authorities to decide that. It’s up to the fans, and it’s really up to them. It’s up to PR to try and find out ‘stop those people again, that makes sense, and that’s our priority and where we should focus our attention. But people are going to do whatever people want to do, because that’s what makes us human. ”
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“Any law is only as effective as its enforcement, and I think that depends on how vigilant lawmakers and law enforcement are in going after people. Because if it were Jennifer Aniston, then certainly I could bring mortal sin.’If I could find out who they were, that would give me cause for private lawsuits against people,’ Rosenberg said. spoke. “But even if the bill becomes law, the question is whether and to what extent the government and law enforcement will actually enforce these laws.
He added, “This is not a fad. This is not hype. This is coming. And, you know, it’s going to become more and more prevalent in business and in life. You know, it’s something that we It will affect everything we handle,” he added. I think we’re just learning as we go. ”
