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Lanon Wee

Exploring How Celebrities are Incorporating AI Deepfakes

Jamie Yeo, a Singaporean actress, model and former radio DJ, does not have an issue with being deepfaked, and has even agreed to it. Ms Yeo quips that it is reminiscent of the Black Mirror episode featuring Salma Hayek. The day after the debut of Charlie Brooker's Netflix series, she conversed with the BBC. The initial episode featured an actress Salma Hayek, portraying an imagined depiction of herself, giving away her persona to a movie firm. This agreement permits them to employ a computer-generated synthetic look-alike of the Hollywood A-lister for their new TV series. Everything that she communicates and does in the program is managed by the AI. The outcome for Ms Hayek proves to be unfavorable, without divulging the plot. Fears about AI's consequences are one of the main reasons why the first strike by Hollywood actors in over forty years has caused the American film and television industry to come to a standstill. Following a lack of agreement between Screen Actors Guild (SAG-AFTRA) and the US regarding better safeguards against AI misuse for its members, this has now come to pass. The actors' union has cautioned that the use of "artificial intelligence could pose a severe risk to creative professions" as they gear up to address this issue. Ms Yeo is undeterred and instead is joining an ever-expanding group of stars who are embracing AI-developed advertising. The introduction of the new technology is being greeted with both enthusiasm and apprehension. Yeo has just come to an agreement with financial technology company Hugosave to utilize a digitally modified image of her for promoting their products. The procedure is quite straightforward. She devotes a few hours to being filmed with a green screen in order to record her facial expressions and motions, followed by another few hours in the audio studio to register her voice. Afterwards, an AI program merges the sound and visuals together in order to generate a digital version of you that can utter any words. The results are remarkable. "I recognize the concern," she stated, "but this technology is not going away. So even if you don't adopt it due to your fear, there will be individuals who will accept it." A few have already done so. As a part of his accord with PepsiCo, renowned soccer star Lionel Messi permitted the company to utilize a deepfake version of himself in an ad for Lay's chips. Online users can generate personalised video messages from "Lionel Messi", able to be spoken in English, Spanish, Portuguese, and Turkish. Dr Kirk Plangger, a marketing expert at King's College London, believes deepfakes are likely to become a regular feature of the advertising industry in the near future. By utilizing this, numerous inventive possibilities become available. The ability to pinpoint buyers precisely allows for maximum persuasiveness. Its efficacy renders the process attractive from a business standpoint. Ms Yeo said that the amount of money being charged was not commensurate with the amount of work being done. The cost-conscious client will be delighted by the abundance of content they can acquire from this type of shoot, making it a win-win situation. Singapore-based Hugosave concurs. Braham Djidjelli, Hugosave's co-founder and chief product officer, states that the technology they have available enables them to create hundreds of videos in just a few days. This type of efficiency is not attainable through traditional filming methods, which could easily take months or even years. We are able to take advantage of AI while still keeping the personalised service of a reliable local contact - Jamie in this instance. Analysts like Dr Plangger have indicated that there is a downside to this technology. He asserts that the advertising industry needs to be aware of the risks and possibilities associated with AI and that as a society we need to contemplate what the ethical application of the technology is. "It is not something we can ignore or put away," he says. Dr Plangger is alluding to a potential "crisis of confidence" which could arise, in which individuals may be unable to determine what is authentic or fictitious. Such a state of affairs is being exploited by certain parties on the internet, including fabricated pornography, inaccurate information, and politically oriented communications. This week BBC News is exploring Artificial Intelligence, and the consequences of its presence in our lives and the potential ramifications it may bear in the future. However, those participating in deepfaking should be aware of potential practical risks, as there is presently no legal structure in place to guarantee protection of one's image in connection with AI. As an illustration, what happens if a company utilizes your digital representation to promote a product which could be damaging to your reputation or your other identity makes a joke which is not in good taste? Tng Sheng Rong, an intellectual property lawyer at Rajah and Tann in Singapore, states that no-one knows where AI and deepfake technology will take us. Countless problems may be produced. Who possesses the intellectual property? Where should individuals look for lawful help? The truth is that the current laws do not provide a strong enough regulatory system to protect against these dilemmas. That may be the last obstacle for advertisers before they begin to purchase rights to digital renditions of Hollywood's most prominent figures, for instance. Ms Yeo acknowledged the potential dangers, however her choice was principally dependant on her faith - both in Hugosave and in the corporate practices of Singapore. Ultimately, she emphasizes, it is important to stay ahead of the competition. If you want to remain competitive, then you need to familiarize yourself with the rules. Otherwise, it might be best to bow out.

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