The application Lisa AI: 90s Yearbook & Avatar is the target of a lawsuit from famous American actress Scarlett Johansson. According to information revealed by Variety, the app allegedly used the name and image of the star in an advertisement broadcast on the internet without her consent. This case once again raises the issue of the right to image of public figures in the face of new technologies such as artificial intelligence.
A misleading and unauthorized advertisement
The disputed advertisement shows a clip of the actress backstage at the film Black Widow followed by a transition to photomontages created by the app that closely resemble Scarlett Johansson. A voice imitating the actress’s voice then takes over to promote Lisa AI: 90s Yearbook & Avatar: “It’s not just limited to avatars.” Scarlett Johansson’s legal representatives immediately took legal steps to protect her rights.
Growing mobilization of artists regarding the unauthorized use of their image
More and more artists are mobilizing against this type of practice that exploits their image without permission. They are demanding guarantees regarding the use of new technologies to prevent the cloning of their voice and image. According to Kevin Yorn, the actress’s lawyer quoted by Variety: “In accordance with our usual operating procedure in these circumstances, Martin [the legal representative of Scarlett Johansson] is suing ChatGPT.” Of course, Scarlett Johansson is not the only one affected by these unauthorized advertising practices.
Regulations still insufficient
There is currently a legal vacuum surrounding these complex issues, making it difficult to protect the rights of public figures concerning the right to image. However, lawsuits are multiplying and will likely contribute to evolving legislation for better regulation of the commercial use of these technologies.
Facing the challenges posed by artificial intelligence
The case highlights the many challenges that artificial intelligence poses regarding the protection of privacy and the image of individuals. As seen with Lisa AI: 90s Yearbook & Avatar, applications can generate images that closely resemble known personalities, not to mention deepfakes—manipulated videos that accurately replicate someone’s features, expressions, and even voice.
The need for ethical and legal oversight
To preserve the rights of individuals in the face of these technological developments, it becomes essential to establish a clear ethical and legal framework. Commercial uses based on the image or voice of celebrities without their consent must be regulated and prohibited if necessary.
What prospects for the future?
This new case demonstrates that the debate regarding the protection of rights and the use of new technologies in this domain is far from over. The proliferation of lawsuits could have a significant effect on future regulation of artificial intelligence applications, especially when it comes to preserving the image and rights of public figures. One can hope that the progress made in this regard will improve legislation to prevent abuse and ensure better protection for all.
