Deepfakes are coming to advertising, flaunting ghastly imitations of your favorite celebrities, with or without their permission.
There were reports that Bruce Willis signed a deal to get deep faked into future productions. A year ago, a Russian telecom company deep faked the action star into a TV commercial, and the Pandora's box has remained open ever since.
According to the WSJ, agencies are putting fake A-listers in ads, including Tom Cruise. The last three celebrities didn't agree to appear.
The implications of the technology's use to impersonate celebrities, authorized or not, is no laughing matter.
Ari Lightman told the WSJ that they are having a hard time with fake information. The deepfakes look more convincing.
US law has not caught up with the use of deep fakes in commercials. It doesn't change the fact that companies are taking advantage of an extremely gray legal area. The benefits of the attention gained from using deepfakes outweigh the risk of being sued.
According to the WSJ, the chair of the litigation department at the law firm Greenberg Glusker said that a lot of companies try to get as close to the line as possible.
Even if a celebrity wanted to go after these companies, it would be hard to target them all.
Experts believe that old contracts could allow advertisers to use existing footage of a celebrity to create deepfakes of them.
It is very tempting to do that.
In six months, we made 10 completely different creatives and concepts with digital Bruce Willis working with different directors.
It's hard to imagine a production with an actor.
There is more on deep fakes.
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