Actors Regret Selling Their Image Rights to AI Marketing Companies
South Korean actor Simon Lee was shocked to see his likeness being used in questionable ads on TikTok and Instagram, often portraying him as a gynaecologist or surgeon promoting dubious health cures. He, along with many others, licensed their image to AI marketing companies, only to find themselves in deepfakes, misleading advertisements, or even political propaganda.
Legal Limitations
Many actors find that contracts limit their ability to remove such content, leaving them vulnerable to misuse. Simon expressed his frustration, stating, "If it was a nice advertisement, it would've been fine, but obviously it is such a scam." He is now represented by a digital clone promoting products like lemon balm tea for weight loss.
The Appeal of AI Technology
AI technology is cheaper than traditional filming yet more realistic than fully AI-generated avatars. It allows brands to create catalogues of digital models for advertising at a fraction of the cost. Solene Vasseur, a digital communications and AI consultant, highlighted that this form of advertising is both fast and cost-effective.
The Process of Creating Avatars
The method involves a half-day shoot with a green screen and teleprompter. Actors convey various emotions, enabling AI to generate an avatar that can speak in multiple languages. Alexandru Voica, head of corporate affairs at Synthesia, noted that real human expressiveness still surpasses what AI can currently produce.
Financial Incentives and Ethical Dilemmas
Actors like Adam Coy signed contracts for quick financial gain—selling his image rights for $1,000. However, he later found his avatar making bizarre claims about future disasters, which his contract did not prohibit, except for specific content types like pornographic material.
Connor Yeates, another actor, faced similar issues when he discovered his likeness was used in politically charged content. Despite the financial difficulties that led him to this decision, he expressed regret upon realizing the implications of his contract.
Legal Concerns
Legal experts caution that many contracts contain abusive clauses that grant companies unrestricted rights to a creator's voice and image. Alyssa Malchiodi, a business law attorney, warns that technology is evolving faster than legal frameworks can keep up, calling for greater caution in these agreements.
As AI continues to reshape marketing, the experiences of these actors serve as a cautionary tale about the potential pitfalls of selling image rights in the digital age.
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