On October 28, an AI image-generating app named Lisa AI: 90s Yearbook & Avatar posted a 22-second advertisement on X/Twitter featuring Scarlett Johansson. However, representatives for the actress swiftly confirmed to media outlets that she had no association with the app and was not a spokesperson for it.

The ad, which was reviewed by Variety before its removal, reportedly began with a video of Johansson from behind-the-scenes footage of Marvel’s “Black Widow.” In the original clip, Johansson invites fans to the premiere of “Black Widow.” However, the app’s advertisement manipulated this video, overlaying graphics and transitioning into AI-generated images attempting to replicate Johansson’s likeness.

The advertisement’s fine print did note, “Images produced by Lisa AI. It has nothing to do with this person.” However, this did not prevent legal action from being initiated. Kevin Yorn, Johansson’s attorney, took steps to address the situation, leading to the ad’s removal from the internet.

California, known for its stringent privacy laws, protects against the unauthorized use of an individual’s name, voice, and likeness for promotional purposes. With the rise of AI technologies capable of replicating voices and images, concerns over unauthorized and misleading use of celebrity likenesses are growing.

This isn’t the first instance of a celebrity’s likeness being misused through AI. Tom Hanks recently addressed an advertisement that employed an AI version of him to promote a dental plan. Similarly, “Game of Thrones” author George R.R. Martin, along with other writers, sued OpenAI for copyright infringement.

As AI continues to advance, the potential for misuse grows, making it imperative for regulations to keep pace. The unauthorized use of Johansson’s likeness serves as a stark reminder of the challenges the entertainment industry faces in the age of AI. It underscores the need for clearer guidelines and stricter enforcement to protect individuals’ rights and prevent misleading advertisements.

The incident with Johansson is a clear indication that the entertainment industry, legal systems, and tech companies need to collaborate more closely. Only through joint efforts can they ensure that the benefits of AI are harnessed without compromising individual rights and ethical standards.